How to Write a Press Release that Works

Writing a press release can be quite a daunting task at first, but they are very effective when used correctly. Some of the biggest brands around the world still use press releases to help create anticipation and build up excitement around their campaign, so if you can use a press release effectively, your brand can benefit too.

Provide information that is valuable to your audience

As tempting as it is to include exaggerated and unrequired facts that sound impressive, a press release that isn't helpful and concise is not going to help spread the word about your brand, product, or service.

Make sure you offer information and details that add to your narrative. This could be a creative or interesting way in which you developed the project or announcement at hand, or, future possible implications of the announcement. You can also relate your news to current affairs and events to increase your content's value and usefulness.

Include a strong quote

Quotes in press releases are really useful to paint a picture to your audience as to how your news will affect the current industry, customers, and the environment they are in. For a successful case study that journalists like, you need to include a strong, valid, and relevant quote.

A quote from a key stakeholder in your company, such as a CEO or project manager is most valuable in this situation, as well as quotes from those directly impacted by the announcement. A quote from one or two of these individuals will then underline the importance of the announcement.

Create an undeniable headline

A successful press release always starts with a successful headline. Without a captivating headline, you won’t be able to draw in your audience to read the full press release, this makes the headline the most critical piece of your press release.

Keep your headline simple and short, but most importantly make it interesting. Your press release could be one of the tens or hundreds a reporter receives that day, so spend time creating a headline that will warrant the reporter's attention over the rest.

Convey the news value to the press

Reporters, influencers, bloggers, and readers all need to know why they should care. Don’t make your audience dig down and work to find out why your news is important, just tell them.

Conveying your news’ value is all about using who, what, why, where, and how. Reporters do not have the time to single out your press release and to work out the narrative and story you are trying to convey, so using this technique within your first paragraph will help to get the story in the reader's mind as early as possible and give your news value to everyone involved.

If you want to find out more about PR and how to bring your story to the attention of industry influencers click here.