When it comes to writing a press release, many PR managers make the mistake of focusing too much on promotional language for their brand, forgetting the importance of delivering newsworthy content. But how do you combine a newsworthy story with your brand in a way that captures attention? In this article, we will share expert tips on how to write a press release that effectively communicates your message and leaves a lasting impression.

Find Ways To Be Newsworthy

To grab the attention of journalists, create a press release with a newsworthy angle. Here are a few strategies to consider:

Exclusive Data or Research

Journalists love exclusive content, especially when it involves data. Providing them with exclusive data in your press release is an excellent way to attract their interest.

Newsjacking

Newsjacking is the practice of injecting your brand into a current news story, making it more relevant and eye-catching. By tying your news release to a trending topic or viral event, you can generate buzz and gain more visibility.

Emotional Connection

Stories with an emotional connection resonate better with audiences and lead to more social traction. If you can evoke emotions in your press release, your audience will be more likely to engage with your brand.

Craft an Attention-Grabbing Headline

Your press release headline is the first thing that journalists will see. Therefore, it needs to be compelling and concise. Follow these three core tenets when crafting your headline:

  • Use action verbs to create a sense of urgency and excitement.
  • Be direct and get to the point quickly.
  • Be comprehensive by including the most important information in your headline.

If you’re struggling to come up with a captivating headline, you can use a headline analyzer tool to get a better idea of how well it will resonate with readers.

Summarize the Most Critical Parts in Your Lead

Your lead is the first paragraph of your press release, and it should summarize the essential details. Answer the “5 Ws” concisely:

  • Who is involved in the news story?
  • What is happening?
  • When did it happen or when will it happen?
  • Where did it take place?
  • Why is it relevant to readers?

By addressing these questions upfront, you will provide journalists with a clear understanding of the story and its significance.

Write Engaging Body Paragraphs

The body of your press release should provide all the relevant details of the story and your brand’s involvement in it. Use the inverted pyramid formula, where you present the most critical information at the beginning and gradually delve into less vital aspects.

Include Supporting Quotes

Including quotes in your press release can boost its credibility and personality. However, make sure that your quotes are relevant to the context of the article.

Craft a Compelling Boilerplate

Your boilerplate is a standardized description of your organization. Condense your company’s facts, aspirations, and goals into one short paragraph. You can even include your company logo to enhance brand recognition.

Add Media Contact Details

Don’t forget to include your media contact information, such as your email and phone number, so that journalists can reach out to you for further inquiries.

Bonus Tip: Use a PR Distribution Service

Consider using a PR distribution service to ensure that your press release reaches the right journalists. However, be cautious of generic syndication services that may cause your release to get lost among thousands of others. Instead, personalize your pitches and reach out to journalists directly using platforms like JustReachOut, which allows you to find relevant journalists and send targeted email pitches.

Best Practices for Writing & Distributing Press Releases

Here are some key tips to keep in mind for maximum media coverage:

  • Define your goals and tailor your press release accordingly.
  • Adopt a journalistic style of writing to appeal to journalists.
  • Target the right journalists and publications for your niche.
  • Time your press release for maximum exposure.
  • Personalize your pitches and follow up with journalists.
  • Use software like JustReachOut to track email pitch activity and improve your outreach efforts.

Examples of Successful Press Releases

Here are a few examples of press releases that have nailed it:

  • Apple’s Product Launch Press Release: Clear, concise, attention-grabbing.
  • New Research Findings Press Release: Follows the inverted pyramid formula, distills the purpose of the story for easy understanding.
  • Emergency Announcement Press Release: Focuses on urgent and emotionally impactful news, includes contact information within the body.
  • New Hire Press Release: Highlights the name and role of the individual being hired, includes qualifications and achievements.
  • Award Announcement Press Release: Front and center focus on who won, what the award is, and who gave the award.

Remember, these are just a few examples, and press releases can take various forms depending on your specific goals and target audience.

Get the Free Press Release Format and Template

To help you get started, download our free PDF press release format and template, which aligns with the structure familiar to journalists. Remember, it’s crucial to have newsworthy content that journalists want to cover.

Doing your own PR outreach? JustReachOut software can assist you in finding and pitching your press release to relevant journalists in minutes. Try our AI-powered PR outreach software for free.

Crafting an effective press release is an art form, but with these expert tips and examples, you’ll be well on your way to writing press releases that get results in 2023.