A well-crafted press release has the power to amplify your message and generate valuable media coverage. Whether you’re launching a new product, announcing a major milestone, or sharing exciting news, an effective press release can help you reach a broader audience.

This guide will walk you through the key elements of writing a press release, including formatting, content, graphics and images, contacting media outlets, and using distribution platforms.

 

Formatting your press release

1. Headline

Your headline is the first thing readers see and needs to grab their attention. It should be concise (under 70 characters) and clearly convey the essence of your news. Think of it as the hook that will entice journalists and readers to continue reading.

2. Subheadline

A subheadline provides additional context to your main headline. It allows you to expand slightly on your headline and maintain reader interest by highlighting another angle of your news.

3. Dateline

Start your first paragraph with the date and location of your news. This gives immediate context about the timeliness and geographical relevance of your announcement.

4. Lead paragraph

The first paragraph should answer the who, what, when, where, why, and how of your news. It should be engaging and provide the most critical information upfront.

5. Body

The body of your press release should expand on the details provided in the lead paragraph. Include quotes from key stakeholders, such as company executives, industry experts, or satisfied customers. Use subheadings to break up the text and make it more readable.

6. Boilerplate

The boilerplate is a standard paragraph at the end of your press release that gives background information about your company. It provides a snapshot of who you are and what you do and remains consistent across all your press releases.

7. Contact information

Include contact details for a media representative who can answer follow-up questions. This typically includes the person’s name, phone number, and email address.

 

Content of your press release

1. Newsworthy information

Ensure that your press release contains newsworthy information. It should offer something new, significant, or of interest to your target audience. Focus on the facts and avoid fluff.

2. Clear and concise writing

Write clearly and concisely. Avoid jargon and overly complex sentences. Aim for an objective tone and let the facts speak for themselves.

3. Compelling quotes

Include quotes that add value and provide insights rather than just repeating what’s already been said. Quotes should humanise the press release and add a personal touch.

 

Graphics and images

1. High-quality images

High-quality images can significantly enhance your press release. Use images that are relevant to your news, such as product photos, infographics, or event pictures. Ensure they are high resolution and properly captioned.

2. Infographics

Infographics are a great way to present complex information in a visually appealing manner. They can help to make data more digestible and engaging.

3. Multimedia elements

Consider including multimedia elements like videos or audio clips. These can increase engagement and provide a richer storytelling experience.

 

Contacting media outlets

1. Build a media list

Create a targeted media list of journalists, bloggers, and influencers who cover your industry. Tailor your list to ensure that your press release reaches those who are most likely to be interested in your news.

2. Personalise your outreach

Personalise your email pitches to journalists. Mention why you think the story is relevant to their audience and highlight any exclusive angles you can offer.

3. Follow up

A polite follow-up can make a difference. Give journalists a few days to review your press release before sending a gentle reminder.

 

Distribution platforms

1. Prowly

Prowly is an excellent platform for distributing press releases. It offers a user-friendly interface, a comprehensive media database, and analytics to track the performance of your press release.

2. PR Newswire

PR Newswire is a popular choice for its extensive distribution network and ability to reach a global audience. It also offers multimedia capabilities and reporting tools.

3. Business Wire

Business Wire provides robust distribution options, targeting specific industries and geographic regions. It’s known for its strong relationships with news outlets and journalists.

4. Newswire

Newswire offers a variety of distribution plans, including targeted distribution and analytics. It’s a cost-effective option for reaching a broad audience.

5. Other platforms

Consider other platforms like Cision, GlobeNewswire, and PRWeb, depending on your budget and specific distribution needs.

 

Conclusion

Crafting an effective press release involves careful planning, clear and concise writing, and strategic distribution. By following the guidelines outlined above, you can create press releases that capture attention, convey your message, and generate valuable media coverage.