Craft a clear, concise and compelling headline. Summarize the essence of the news in a short, impactful headline. The headline needs to be interesting and engaging.
Use action words. Make the headline engaging and informative, capturing the reader's attention immediately. Mention the story’s most significant detail. Use language that elicits emotion. Identify differences or unique features. Mention trends and statistics.
Write a strong lead paragraph that focuses on Who, What, When, Where, Why, and How. Address these key points right at the beginning. Your story needs to grab journalists’ attention quickly. A press release is not like writing a novel where the author keeps us guessing until the 2nd to the last page. It is the opposite for a press release. You want the reader to know the important points in the first paragraph.
Keep it brief. The lead paragraph should provide a concise summary of the news.
Follow the Inverted Pyramid structure with the most important information first. Start with the most critical details and follow with supporting information. Place additional context, quotes, and less critical information in the latter part of the release. If you are introducing a new product, start with the name of the product, what it does and product details, when it is being launched, where people can buy it and WHY they should buy it, i.e., what are the benefits the buyer will accrue by purchasing the product.
Be newsworthy by being relevant. Ensure the content is timely and relevant to the publication’s audience. This is the most important part of preparing an effective press release. This means identifying the most important part of your story and focusing on it.
Uniqueness. Highlight what makes your news different or noteworthy.
Use quotes wisely to add a human element. Include quotes from key stakeholders to provide insights and add a personal touch.
Be authentic. Ensure quotes are genuine and contribute meaningful information.
Keep it short and sweet. Aim for a length of about 300-500 words.
Avoid jargon. Use clear, simple language that can be easily understood by a broad audience.
Include contact information and a primary contact. Provide the name, phone number and email address of the primary contact person. Some information about the business is important, too. Length of time in business, business’ mission, values, company size and market position, main products, services and target audiences served, links to videos and access to a Press Kit.
Availability: Ensure the contact person is available to respond promptly to any inquiries.
Provide high-quality supporting materials by using images and videos. Attach high-resolution images or links to videos relevant to the news.
Captions. Include brief, descriptive captions for all multimedia elements.
Format professionally by using standard press release format: Date, headline, location, and the main body of the release.
Proofread. Check for spelling, grammar, and factual accuracy to ensure the release is error-free.
Tailor to the publication. Know your audience: Customize the press release to match the style and tone of the targeted publication.
Follow guidelines. Adhere to any specific submission guidelines provided by the publication.
Distribute effectively. Send the press release directly to relevant journalists and editors.
Subject line. Use a compelling subject line in your email to grab attention.
Personalization. Personalize the email to show that you are familiar with the publication and the journalist’s work.
Press release distribution services. EIN Presswire, Newswire and eReleases are three distribution services (fee-based) that can give you best coverage especially if you are seeking more than local coverage.
Follow up respectfully. Timing: Wait a few days before following up.
Be polite: Respectfully inquire if the journalist received the press release and if they need any additional information.
Next steps after publishing. Track placements and engagements. Distribution services will do this measurement for you. Use these analytics to place future releases.
Share online. Increase your reach by posting your release on your social media accounts and target the sharing.
Follow-up with journalists. By staying in contact with journalists you can become a trusted source for additional stories and achieve more coverage for your business or organization.
When submitting your release consider the following: Make the story simple and scannable. Journalists are busy and they need to be able to evaluate your offering quickly. Optimize your press release for search. Remember to emphasize the key words to allow readers to search and find your release. Use technology. AI press release generators and press release writing services enhance your acceptance rate in getting your release published. Focus on sharing information not generating sales. Customize your release to each publishing outlet. For traditional print the release needs to be different from one that is being shared online.
By following these best practices, you can create a press release that is professional, engaging, and more likely to catch the attention of editors and journalists, increasing the chances of your news being published.
Contributed by Marc L.Goldberg, Certified Mentor, SCORE Cape Cod & the Islands, www.score/capecod, 508-775-4884. FREE mentoring and educational workshop & webinars. Source: Fit Small Business, How to Write a Press Release in 7 Steps, Audrey Rawnie Rico, June 21, 2024.
