A press release is an official statement issued to media outlets to share newsworthy information about an organization, event, or individual. Follow these steps to craft a compelling press release.
1. Determine the Newsworthiness
Before writing, ensure your announcement is newsworthy. A good press release should include:
- A significant event, achievement, or update
- Timely and relevant information
- A clear impact on the audience
2. Structure Your Press Release
A press release should follow a structured format:
Headline (Title)
- Create a compelling and concise headline that grabs attention.
- Use action-oriented language.
- Keep it under 10 words.
Subheadline (Optional)
- Expands on the headline with additional context.
- Adds intrigue and provides a secondary hook.
Dateline
- Includes the release date and city of origin.
Lead Paragraph (Who, What, When, Where, Why, and How)
- Answer the key questions immediately.
- Make it engaging and informative.
- Keep it brief (1–2 sentences).
Body Paragraphs
- Provide supporting details, background information, and context.
- Use short paragraphs (2–3 sentences each).
- Include quotes from key stakeholders (executives, organizers, or relevant figures).
- Provide statistics or factual data when applicable.
Boilerplate (About the Organization)
- Include a short paragraph about your company, brand, or organization.
- Mention the mission, history, and relevant details.
Contact Information
- Name and title of media contact
- Phone number and email address
- Website or social media links (if applicable)
3. Writing Guidelines
- Keep It Concise: Aim for 300–500 words.
- Use the Inverted Pyramid Style: Place the most important information at the beginning.
- Write in Third-Person: Avoid using “I” or “we” unless in direct quotes.
- Be Objective: Avoid promotional language; focus on facts.
- Use AP Style: Follow Associated Press (AP) guidelines for consistency.
- Proofread and Edit: Ensure clarity, grammar, and punctuation are correct.
4. Distribution Tips
- Send to relevant journalists, media outlets, and industry influencers.
- Post on your company website or blog.
- Share on social media and email newsletters.
- Utilize press release distribution services (e.g., PR Newswire, Business Wire).
By following these steps, you can create an effective press release that attracts media attention and delivers your message clearly.
