A press release is a powerful way to announce news, build relationships with journalists, and generate leads for your business. It can also be used as an opportunity to promote the work of other organizations.
what they are, why they matter, and why it’s important to write them well.
Press releases are a form of public relations that can be used to promote your company, product or service. They’re meant to inform the public about what you do and why, with an eye toward generating interest in your organization.
Press releases are different from other types of communications like blogs and social media content in that they don’t contain any original content (like blog posts), but instead rely on an established network of journalists who will publish them on their newswire sites. This means press release writing is less about how well you write than it is about how many outlets will want to publish your message—and more importantly: how much money you’ll make by selling advertising space alongside it!
DO: Start with a clear, attention-grabbing headline that accurately summarizes the news you’re announcing.
A headline should be clear, concise, and attention-grabbing. The first sentence of a press release distribution services should summarize the news you’re announcing in an easy-to-understand way. This can be accomplished by using words like “pr newswire” or “announcement.” If possible, include an image that connects with your headline and serves as a visual aid for readers who may not have time to read every word in your release.
If you’ve written an effective first sentence, then it’s likely that other sentences will flow more smoothly from there—and they should! You want to keep things tight so readers don’t lose interest before reaching the end of a piece; however, when writing longer pieces (such as detailed articles), it’s okay if some sentences feel choppy or even awkward at first glance because those points are meant specifically for experts only—not casual readers who might stumble upon them while browsing through their favorite globe newswire on Facebook or Twitter after reading something else unrelated earlier today (like this article).
DON’T: Use hyperbolic language or exaggerate the significance of your news.
When you’re writing a press release, it’s important to use the right words. If you write in a way that sounds like hyperbole or exaggeration, then people will think your story isn’t as important as what you’re claiming it is. For example:
- Don’t use words like “breakthrough” and “groundbreaking.” They’re too strong and could make people question whether your news is really groundbreaking at all.
- Do use words like “world-changing” and “life-changing,” but only when they really are life-changing—not just small changes! A great example would be if someone invented a new technology which made everything easier; this would definitely count as revolutionary news because it affects everyone in society (even though it may seem insignificant).
DO: Include a strong opening paragraph that expands on the headline and hooks the reader.
- Start with a quote. This is a great way to get readers excited about your press release, and it can also be used in the body of your article if you have space for it.
- Mention a relevant organization or person. If you’re writing about an event that took place at an organization, include some context about them in order to add depth and interest for readers who may not already be familiar with them (if they aren’t already).
- Mention a relevant news story or trend that occurred during the time frame of when this coverage took place—this will help establish credibility for both yourself as well as those companies or organizations you are reporting on.*
You don’t need to mention every single trend out there; instead think about which ones are relevant within your industry and then focus on those!
DON’T: Burry the lead or make the reader guess what the news is.
- Don’t bury the lead. The lead is the first paragraph of your press release, which should be written in an engaging manner that draws readers in and makes them want to read more. The best way to do this is by using strong verbs, active voice sentences and strong language that makes people think “Wow! That sounds interesting!”
- Don’t make the reader guess what the news is before reading further down in your press release distribution (or article). This can be done through omission or overstatement—for example:
- Omission: You could omit information from a sentence without indicating clearly that there was something missing; for example: *”New research shows that…” instead of “New research shows how…”
- Overstatement: You could say something like “The new study found…” instead of “In this study…
DO: Provide details, quotes, and supporting information that add context and credibility to your news.
- Provide details, quotes, and supporting information that add context and credibility to your news.
- Include a quote from a source.
- If you can’t get the name of an expert to speak on your behalf, at least give them a title (e.g., “Professor X” or “Former CEO X”).
- Include pictures or videos where appropriate (this is especially important if it’s something unusual).
- Link to relevant articles/websites/blogs/social media posts etc., so readers know where they can go for more information if they are interested in learning more about this topic yourself!
DON’T: Include jargon or technical language that your audience may not understand.
Don’t: Use jargon or technical language that your audience may not understand.
Don’t use jargon that is not widely understood by your target audience. For example, if you’re writing about a new anti-aging cream and the chemical name sounds like Greek to them, they’ll just dismiss it as snake oil and move on to the next thing.
DO: Use active voice, clear language, and concise sentences to communicate your message.
- Use active voice
- Use clear language
- Use concise sentences. The fewer words you use, the more likely it is that your reader will understand what you’re trying to say.
- Make sure every sentence has a subject and verb. Each sentence should begin with either an independent clause or an introductory phrase (like “In this article…”).
- Avoid long paragraphs—one or two short ones is fine! It’s also better for readability if you break up longer chunks of text into smaller sections so people can scan through them easily without getting bored or losing interest in what they’re reading about before moving onto something else.”
DON’T: Use passive voice, convoluted sentences, or unnecessary words that dilute your message.
- Don’t use passive voice, convoluted sentences or unnecessary words that dilute your message.
- Be concise, but not overly so; you want to leave room for the reader to fill in any gaps with their own thoughts and ideas (which is why we don’t like long-winded news releases).
- Use clear language; if a statement seems too vague or ambiguous at first glance, reword it until it does not require further explanation from the reader before moving on with other parts of the release text itself—this will also help keep things organized! Do not include extraneous information such as footnotes, endnotes or sidebars unless absolutely necessary; these can distract from what was intended by adding more confusion than clarity—and nobody wants that!
DO: Include multimedia elements such as images, videos, or infographics to make your release more engaging.
If you’re including multimedia elements such as images, videos, or infographics to make your release more engaging, don’t forget to include them in the body of your press release format.
You may also want to consider adding a few lines at the end of your document that go into more detail about what’s being discussed in each section. This is especially helpful if there are specific questions that readers might have about any given topic or example mentioned throughout the body text.
DON’T: Overuse multimedia or include irrelevant visuals that distract from your message.
- Don’t include too many images, videos or infographics.
- Don’t include too many links to unrelated sites or companies.
- Do not use quotes from other sources that don’t add value to your article (ie: “We love our new product” is a good thing but it doesn’t tell us why).
DO: Include contact information, such as an email or phone number, for journalists or readers who want to follow up.
Other contact information, such as an email or phone number, is also important. A journalist will often want to follow up on a story by asking questions and reaching out to other sources. They may reach out directly if they believe you have more information they can use in their reporting.
If you don’t include any contact information in your press release submissions, there’s no way for journalists or readers to get in touch with you later on down the line! This means that if someone wants an interview after reading about your latest product launch or new partnership with another company, they’ll only know where the information came from—and not who provided it (you).
DON’T: Forget to proofread your release carefully for grammar, spelling, and punctuation errors.
- DON’T: Forget to proofread your release carefully for grammar, spelling, and punctuation errors.
- DO: Check your grammar and make sure it’s correct.
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DO: Follow up with journalists or media outlets who received your release to pitch interviews or coverage.
- Be friendly.
- Ask for their contact information. If you don’t know it, ask the journalist who received your press release if they could give it to you (or at least point in the right direction).
- Make sure that both parties have up-to-date contact information before launching into an interview or coverage pitch. You’ll want to make sure that there aren’t any other factors causing delays between when the journalist was first contacted and when they actually get around to writing about what was said. For example, if someone has been waiting months on end for a response from an editor but then gets contacted by another reporter who says she wants her story today…well…that’s just not good!
DON’T: Spam journalists or media outlets with multiple copies of your release or irrelevant follow-up messages.
DON’T: Spam journalists or media outlets with multiple copies of your release or irrelevant follow-up messages.
If you have sent the same email to multiple people, it’s time to take a step back and reevaluate your strategy. If a journalist has replied to your request for an interview, but has yet to schedule an appointment with you, there’s no need for them to hear from another reporter who may not be as interested in hearing from them. Asking multiple people at once just makes things more confusing and inefficient—and will make it seem like someone is trying too hard!
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