How to write a Press Release

Creating press releases is a critical component of any PR strategy. Press releases tell compelling stories, engage the audience, and create buzz around your brand. In this guide, we’ll walk you through the process of creating a powerful press release.

What is a Press Release?

A press release is a written communication that relays important news, product launches, or updates about your brand to media outlets and other stakeholders. Press releases are meant to convey a compelling story about your business, what it stands for and motivate audiences to learn more about your message.

The Structure of a Press Release

Journalists are used to receiving press releases that are structured in a certain way. When writing your press release, we recommend that you use the following structure. We will summarise each section later in this article.

• Headline
• Lead paragraph
• The Body Copy
• Notes to editor

Steps to Create a Press Release

1- Identify Your Why

Before writing any press release, it’s important to identify why you’re writing it. What is the news you want to relay, the update you want to give, the product you’re launching? Identify the core message you want to communicate and who your target audience is. Once you have your why, it will be easier to create the structure of your press release.

Each press release should introduce a news item or idea that will capture the interest of journalists. Whether it's a product launch, new market expansion, achievement, hire, or funding round make sure you offer unique insights that make your ideas stand out and grab the attention of journalists.

2- Write a Compelling Headline

Your headline is the most critical component of your press release, as it’s the first thing your readers will see. It should be attention-grabbing and concise, preferably no more than 80 characters including spaces. You can use alliteration, humour, or any other compelling language. The headline should draw attention to your story and entice journalists to continue reading.

3- Write a Strong Lead Paragraph

Your lead paragraph should summarize the essence of your press release. Include the 5W's and 1H (who, what, where, when, why, and how) in the introductory statement. Make sure it’s clear, concise, and attention-grabbing.

4- Expand on the Body Copy

In the body of your press release, expand on the news you’re announcing. Tell your story, discuss how it came to be, what it means for your brand, and how it will impact your stakeholders. Make sure that you keep your sentences short, use active voice, and avoid jargon. 

5- Add a quote

In the Body Copy is also where you can add a quote. Quotes can connect the story with the readers. Make sure to add a quote by a qualified individual that explains the significance of what was shared in the release, making it more relevant and interesting to the audience. 

6- Add Notes to Editor

Notes to Editor is the last item in your press release, and it has details of who the journalists can contact, links to any data you used. You can also briefly introduce your brand and what it stands for in the Notes to Editor.

5- Proofread and Edit

After writing your press release, proofread it to check for any grammatical or spelling errors, and to make sure that it’s concise, clear, and engaging.

6- Distribute Your Press Release

Now that you have created a compelling press release it’s time to distribute it to media outlets, journalists, and other stakeholders. Use your press release as a tool to create buzz for your brand, and engage your audience. Make sure you choose the right sectors for your press release so it reaches the right journalists.

Be careful to create and keep a good relationship with journalists. And whatever you do, don’t send the same press release again and again. Journalists want fresh news, and some might see your content as spammy.

Conclusion

Remember, journalists value substance over style, so focus on delivering compelling content and don’t rely solely on a catchy headline. Journalists can and will block your emails if you send them content that is purely a sales pitch or has a headline that says nothing about the story.

Tell your story right from the beginning, be unique and avoid jargon. Leave any information that gets in the way of your narrative, such as who to contact, sources for any data used and company background to the very end, in notes to editors, and well after you have grabbed the attention of the journalist with your story.

By following these tips, you can create press releases that excite journalists and increase the chances of your story being covered.