Writing a press release can be an excellent path to building credibility, driving targeted organic traffic, and creating buzz around your business. But journalists receive an average of 200 pitches per day.
To get an editor’s attention, you need to follow the established best practices for writing a press release.
Before we get to the all-important do’s and don’ts, a quick reminder of the 5Ws that provide the framework for every successful press release:
- Who? – Who is the subject of the press release – is it your company, a product, or an individual? Who will be impacted by news covered? Who do you want your press release news to reach?
- What? – What is the story you are writing a press release about? What makes the press release newsworthy?
- Where? – Where is the location? Is the location relevant to the press release story?
- When? – When is the event/news happening? When does your audience need to know the information?
- Why? – Why is the press release important? Why should your audience and an editor care about the press release?
By answering these five questions, you’ll have the framework for writing a powerful press release that gets traction in the media and generates buzz.
7 Do’s and Don’ts For Writing a Press Release
1. Do Identify Your Target Audience
You should understand who your target audience is before writing a press release. The readership of a trade magazine is very different from people that read a regional newspaper.
Sending out the same press release to every journalist or publication will damage your press release’s chances of being picked up.
You can use the same information for your press release, but craft different versions for each audience that you want to reach with your news.
2. Do Craft a Compelling Headline
According to research by CopyBlogger, 80% of people will read your headline, but only 20% will read your press release in full. You should be able to know what your press release is about just from reading the headline.
Take time to create a headline that gives a clear and compelling overview of your press release. You can use headline analyzers like Sharethrough to see how to make a more significant impression and increase your headline’s engagement.
3. Don’t Make Your Press Release Too Long
Editors are busy people. Keep your press release as short as possible to increase the chances of it being read. A long page of text makes people question whether it is worth the effort reading your press release.
Keep it short and concise, removing any unnecessary words and information.
4. Do Use an Inverted Pyramid Structure
The purpose of a press release is to provide all the relevant information about the story and how your company is involved.
You should only include information that is relevant when writing a press release. A great way to achieve this is to use an inverted pyramid structure:
The most important information is placed at the top of the press release, with less vital information placed towards the end.
5. Don’t Use Marketing Hype
Writing a press release is very different from writing a sales letter or an advertisement. Focus on accuracy and stating the facts. Avoid any hyperbole and don’t use any sales talk or marketing hype.
Apart from any quotes, a press release should also be written in the third person.
6. Do Include Quotes and Images
You can increase the chances of your press release being picked up by making it as easy as possible for a journalist to cover the story. Including a quote saves the journalist the time and effort of having to contact your business to arrange an interview.
According to HubSpot, including images can also boost the appeal of your press release to journalists and increase the chances of engagement.
Think of your press release as a prepackaged news story. The easier you can make it for the editor or journalist, the more likely they are to run with the story.
7. Don’t Make Any Basic Errors
When you have finished writing a press release, check and check again for any typos or grammatical errors.
Press releases are a key component of PR strategy – a vital part of every successful business. The fastest way to get your press release rejected is to overlook a simple error before sending it to publications.
Print off the press release and ask another member of your team to double-check before sending it out to publications.
Get Started!
Now that you know the best practices for writing a press release that will get your business the coverage it deserves, it’s time to get writing!
If you need some help with the planning and creation of your press releases, get in touch for a free consultation with our experienced public relations team.
