press release - Express Writers
SCHEDULE A CONSULTATION

press release

How to Write a Press Release (Infographic)

by
How to Write a Press Release (Infographic)

Thinking of getting some press buzz for your brand this year? Did you know? Bad press releases can ruin your relationship with the media and make your company look less than credible. That’s why press release writing isn’t a skill you just “know” — it’s one you build and learn. (A journalism major takes four years to earn in college!) The key to writing a good press release? Knowing what to write, who to distribute it to, and using the proper format. Written correctly and with finesse, press releases can help you establish a favorable relationship with the media, not to mention encourage your audience to engage with your brand further. How can businesses create a successful, professional press release for publication online? Let’s deconstruct (and demystify!) the classic press release. ✅ Don’t want to write it yourself? At Express Writers, our expert, journalistically-trained writers craft great press releases at a steal — under $200! See pricing & our service here. [bctt tweet=”Bad press release writing can ruin your relationship with readers and the media, not to mention your reputation. ? GOOD press release writing? A whole different story. ? Learn the how-tos on the @ExpWriters Write Blog:” username=””] How to Write a Press Release: 6 Must-Have Ingredients to Get Your PR Noticed There are many different ways to write press releases. Having these critical elements will help get your organization’s news noticed faster. See the full infographic on SlideShare. How to Write a Press Release 1. Newsworthy Material Think about why your product, event, or service matters to the public. If you can’t answer, “What’s in it for them?” then skip the press release altogether. 2. Objective Tone Write in third person and avoid using “we,” “I,” and “you.” Also avoid emphasis language, hyperbolic claims, and hype flags. 3. Clear and Condensed Information Get to the point upfront and avoid using jargon. If you must use industry terms, define them in the piece. 4. Valid Contact Info There’s nothing worse for a media rep to have than the wrong contact information. Use an up-to-date email and phone number within the media contact text. 5. Excellent Grammar and Spelling Your press release will get crumpled up quickly if there are signs of poor grammar and typos. Proof and re-proof your piece before distributing it. 6. Relevant Quotes from the Sources Whenever possible get a quote from an industry professional or executive. This gives you credibility and helps emphasize the message. The Structure of a Published Press Release How to write a press release is answered with our structure breakdown. (See a live PR example done right from Facebook and TuneCore.) Headline — Short and sweet attention grabber, no more than 65 characters Sub-headline — Builds on the headline, two sentences max. Dateline — The city where the news is originating and the date of the release Lead or intro paragraph — Generally answers the who, what, when, where and why questions; in other words, the facts Body — Minimum of 300 words, ideally no more than 600 words, provides supporting details, quotes, and call to action Boilerplate — Short paragraph with information about the issuing company or organization ### — Journalist PR designated sign that signals the end of the press release Press releases also include a company’s logo and media contact information: at minimum, the name, phone number, and email address for the PR or media relations contact who can answer any questions regarding the material.  Don’t want to write it yourself? At Express Writers, our expert, journalistically-trained writers craft great press releases at a steal — under $200! See pricing & our service here. 7 Tips to Write a Press Release That Gets Picked Up Now that you’ve got press release formatting down, let’s dive into content. Here’s how to hone and craft your message for your press release so readers read it and news outlets pick it up. 1. Make Your Message Reader-Focused When writing press releases, you need to know what point you’re trying to get across. Remember, what is newsworthy to you may not be relevant to the press. Take into account who your readers are and make sure your press release will be something interesting to them. Forget why your news matters to the company and focus on why it matters for your reader or customer. This aligns with the media’s goals: to satisfy readers’ curiosity and fulfill their need for relevant information. To help you decide whether your topic is newsworthy enough for a PR, check out this worksheet from PBS. 2. Get Inspiration It’s never wrong to search Google for examples of press releases to use as inspiration for your PR. Look at the structure and format, the tone of voice used, and the information included in the samples you peruse. Don’t forget to check out press releases that have already been written about your topic, and make sure that your particular press release is somehow innovative. If it’s a repeat of something that has already been published, forget it. 3. Stick to the Right Structure A basic press release should follow a certain format. For example, the heading should always be bold and centered at the top of the page. The headline should include your keyword for SEO potential, too. Under your headline, you may put a sub-heading (usually in italics) that further develops your headline. Make sure to use your main keywords here, too. Additionally, pay particular attention to the first paragraph of your press release. Structure it with engagement in mind because usually no one will read beyond the first paragraph. That means you should place all the relevant information right at the top. Follow the traditional structure of the inverted pyramid with the most important information on top and supporting data in the paragraphs to follow. 4. Use Concrete Quotes Never quote the ambiguous “anonymous” in your press release. Quote someone who is an expert or at least has insightful information about the content of your press release. It’s … Read more

How to Distribute a Press Release for Maximum ROI

by
How to Distribute a Press Release for Maximum ROI

This post was originally published in October, 2013 and completely updated in May, 2020. Your well-crafted press release is sizzling and ready to see the world. There’s just one more hurdle to leap over before the job is done: who (and where) should you send it to? There are two main tactics for how to release a press release. The first stems from the old days. It involves subscribing to a syndication service. The second is a modern approach: developing personal relationships with journalists. Both are valid options, depending on the needs and budget of your brand. We’ll explore both methods, as well as best practices for releasing your news so you can make a solid press release plan. Let’s dive in! [bctt tweet=”Your well-crafted press release is sizzling and ready to see the world. There’s just one more hurdle to leap over before the job is done: who (and where) should you send it to? Find out via @JuliaEMcCoy:” username=”ExpWriters”] The Traditional Method: Distributing Via the Wire Want to read thousands of journalists, influencers, bloggers, reporters, and editors in one shot? Consider using a press release syndication service. Here are a few of the top service providers: Newswire Cision (PR Newswire, PR Web) Businesswire Muck Rack PR Fire Response Source Press Release Wire 24-7 Press Release While this method is fast and easy, it isn’t free. Leading distributor Newswire costs between $150 to $800 for a single PR, which may push it out of the price range of up-and-coming brands. If your brand has the budget and is looking for a wide reach, the time-saving investment may be worth it. However, it’s worth noting that professionals report high ROI from relationships with journalists, and caution against sending too many cold, impersonal PRs via the wire. Let’s say you’re still growing your media list, though, and you’re not sure where to pitch. Using a syndication service can quickly reveal which publications are interested in your news, allowing you to skip the step of in-depth research in your quest to build lasting relationships with journalists. That’s why using distribution services are part of a balanced PR strategy. The Modern Strategy: Building Your Media List on Relationships Beyond saving time, the biggest benefit of investing in big-name syndication services is that they build a media list for you and track your results. If it’s your first rodeo, that simplification can seem like a boon. But it comes at a cost: By relying on press release distribution services rather than building a personalized media list, your brand will grow to depend on those same services. However, it’s possible to construct a valuable media list on your own and start building relationships right away. According to Gil Eyal from the Forbes Agency Council, this improves PR results because you’re pitching to people who are genuinely interested in your news. It’s a more personal approach, and it’s the way the PR industry is moving. It isn’t hard to future-proof your brand’s media outreach and drive down your PR budget. It all starts with building your own media list. Here’s how. 1. Find Your Target Audience Consider who you’re trying to reach with your press release: customers, investors, or industry leaders? Ask yourself a few simple questions: How old is my audience? What background demographic do they come from? Where do they get their news? Here’s an example of how to find your target audience. Let’s say you’re writing a press release for a portable blender brand. Your goal is to increase sales for the newest model and spur brand awareness, so your audience is potential customers. Your audience includes: Health-conscious people Fitness-minded people Gym owners Eco-friendly people People who enjoy tech and gadgets Retailers who sell cooking gadgets Based on this target audience, your media list should start here: Fitness and health magazines Food and cooking magazines Home and lifestyle magazines Fitness and health influencers and blogs Eco-friendly, yoga, and vegan influencers Trade press publications targeting retailers Journalists regularly curating kitchen gadget lists and smoothie recipes Stumped on which publications to pitch to? A quick Google News search with your keyword or topic will help you brainstorm. 2. Zero In On Your Goal Publications Always read a few articles, posts, or blogs first. This will save a TON of time in the long run, and prevent you from making the reputation-damaging blunder of barking up the wrong tree. Short on time? Here’s a quick checklist. A. Check the publication’s reach. For blogs, check the Alexa ranking. A score 100,000 or below means they have a wide reach. For social influencers, look at their follower count. For news publications, check out their social media activity as well as the average comments per article. B. Watch out for low activity. Any online publication, influencer, or blog that posts less than once a month (a snail’s pace on the internet) is likely not reaching enough people to warrant sending a PR. The exception: monthly print publications like trade journals. C. Look for articles or posts in your niche. If you can’t find any, it’s probably not the right publication for you. D. Click on the byline and read the bio. Most writers include social handles in their bios. Jumpstart your online relationship by sharing one of their articles on your brand’s social media page.   E. Reach out on Twitter. Many journalists include a work email in their Twitter bio. If they don’t, try sending a professional direct message. F. No luck on Twitter? Try LinkedIn. If you’re looking to pitch to a large news outlet, you can often find their roster in the “People” section of their company LinkedIn page.   G. If you can’t find who you’re looking for, call. Dust off your landline and look for the editor’s phone number of the section you’re pitching to. 3. Create Your Media List Use a simple, easy-to-edit spreadsheet. Journalists change publications often, so the focus of the media list should be on specific publications interested in … Read more

How to Write a Press Release for Your Music Release

by
How to Write a Press Release for Your Music Release

Press releases are a critical part of online marketing. Businesses use them, individuals use them, and big enterprises use them. Today I want to cover how to write a press release for music.  One use of press releases that people commonly overlook, however, is music. In the music business, press releases are a standard tool to showcase new artists, albums, or partnerships. Unfortunately, most musicians and people in the music industry do not know how to write a press release for music. Luckily, it’s not nearly as hard as it sounds. To learn how to write a press release for music, read on. How To Write a Press Release for a Music Release: 6 Critical Points Learning how to write a press release for music is simple. Just follow these six steps: 1. Know when to use a press release. The first step in learning how to write a press release for music is simply knowing when to use a press release. You can write a press release anytime you would like to notify the media about something that is happening. Common uses for press releases include album launches, new gigs, label signings, or upcoming tours. Remember that the purpose of a press release is to publicize something that is newsworthy, and while there is some free rein to that definition, it’s still smart to use them sparingly. Your personal use of press releases will depend in large part on your media contacts, the types of content you typically produce, and your level of recognition within your community. Anytime you want to use a press release, be sure to do a bit of research to find out what the media outlets you are targeting cover and how commonly they pick up press releases. This will help to make each press release you publish more lucrative and compelling. 2. Include relevant details. Press releases are not a place to focus on branding. Instead, they’re a place to offer the bare-bones details of your newsworthy topic for journalists. With this in mind, be sure to include all of the relevant details in your press release. For example, if you are writing a press release to bring publicity to an upcoming tour, you will want to include the start dates of the tour, some of the main cities visited, any tour mates, and any major sponsors or bands. When writing a press release, it’s important to be as succinct as possible without robbing journalists of the details they need to interpret your press release or reach out for further details. 3. Develop a compelling title. No matter what type of writing you’re doing, a compelling title is the one thing that stays the same across all fields. If you’re learning how to write a press release for music, one big thing to focus on is the title. The title of your press release should provide an immediate value proposition to reporters. In other words, they should know exactly what they will get from reading your press release, and what topics the press release covers. Focus on being straightforward and detailed in your title and your press release will stand a better chance of being noticed by the media outlets you’re targeting. 4. Proofread your press release. If you’re not going to proofread your press release, don’t bother writing it. There is nothing worse than a press release riddled with grammatical and spelling mistakes and then pushed out to the media. In addition to being embarrassing, this is an excellent way to harm your reputation. With that in mind, always be sure to proofread your press release before you publish it. If you’re not confident in your proofreading abilities, hire a professional editor, or use an advanced spell and grammar checker like Grammarly to help you fine-tune your press release. 5. Keep it simple. Depending on your place in the music industry, you might be tempted to dress your press release up with elaborate colors fonts or images. Don’t. A press release is a professional type of content, and attempting to doctor it with glitzy elements will only detract from its authority. Keep your press release simple, straightforward, and visually appealing. 6. Avoid self-promotion. It may sound funny to advise avoiding self-promotion in a document that is meant solely to promote an event or happening, but the tone of your press release is critical to its success. While it’s fine for a press release for music to showcase an upcoming event or release, you’ll want to avoid being self-promotional. The reason for this is, again, that a press release is a professional document. Think for a moment about what a journalist does. Their job is not to sell the public on a band or event. Instead, it’s to educate the public about the things that are happening around them. Take pains to make your press release educational rather than promotional. In doing so, you will increase the chances that it will be picked up by a journalist, and decrease the likelihood that it will alienate readers. The Do’s and Don’ts of Writing a Great Press Release To turn out quality work, follow this list of do’s and don’ts: Do’s: Be short, precise, and to the point Format your press release with plenty of white space and no flashy graphics Outline the details, such as exact dates and times and other parties involved Reach out to local news and media outlets with your press release Proofread it before you publish it Don’ts: Write in a self-promotional tone Get carried away with images, fonts, and colors Rush through the writing of your press release Slack on the headline Publish a press release even when you don’t have anything newsworthy to share A Note on Distribution Here at Express Writers, we get asked all the time if we offer distribution services in conjunction with our press release writing services. Unfortunately, PR syndication is dead, and you’re better off making use of localized distribution in your local media. … Read more

How to Write a Press Release for a Business

by
How to Write a Press Release for a Business

If you run a business, press releases are a critical way to spread the word about your happenings and events. Unfortunately, many people don’t know how to write press releases, and they wind up missing out on important media opportunities as a result. In this article, we’re here to help you learn how to write a press release for a business, and what you need to expect in the process. Read on. [bctt tweet=”Press releases are a critical way to spread the word about your happenings and events. Know how you can create one that catches everyone’s attention with these 10 #pressreleasewriting tips” username=”ExpWriters”] 10 Tips to Help You Learn How to Write a Press Release for a Business 1. Understand the format of a press release To write a great press release, you need to master the structure. Format keeps a press release organized, and helps ensure that it touches on all the needed points. As a general rule, the opening of your press release should answer what Business Insider calls the “five W questions.” Here they are: 1. Who 2. What 3. Where 4. When 5. Why When you answer these questions, you help place your audience and let them know what they can expect from your press release. [bctt tweet=”As a general rule, the opening of your press release should answer who, what, where, when, and why. – @JuliaEMcCoy on #pressreleasewriting” username=”ExpWriters”] 2. Keep your press release short Press releases aren’t the place to mimic the novel. To keep yours interesting and useful, keep it short. The press release should cover the essential details of your announcement, but they shouldn’t go over the top with information. Bear in mind that the primary purpose of a press release is to make a statement about something and that the media can contact you if they want to learn more. That said, resist the urge to get overly wordy in your press releases. You readers will thank you. 3. Write in a professional tone A press release is a professional document, and it’s important that your voice reflects this. To get the most traction possible from your press release, write it in a very professional tone. Again, a press release is meant for your colleagues and reporters, and it’s important that the material and tone you include in it reflect that level of professionalism and intelligence. Anything less will result in lost readers. 4. Write it for the media While most marketing copy is written for your clientele or audience, press releases should consider the media, first. Think about the document the way a reporter would: where is the hook? What is interesting about the story? Where are the “must-have” facts? By making these things as pronounced as possible, you can ensure that your press release does what it’s supposed to do – appeal to reporters and journalists. When you consider a journalist’s outlook on the piece, you can write it more efficiently and help it cater to its needed audience. 5. Make it readable on all devices and platforms. Today, people view press releases on desktop computers, phones, tablets, and more. With that in mind, be sure that your press release is readable on all devices. This means the text should be large enough to read on a small screen, buttons should be clickable, contact information should be simple to find, and the press release should be easily shareable and downloadable for your viewers. 6. Optimize for SEO Yes, even press releases need to be optimized for SEO. While they’re meant to be picked up by the media, they’re also intended to appear in search engines and, when they do, they can be a fantastic form of advertising for your company. That said, optimize your press releases for your target keywords, target visuals, and keywords that are relevant to your business or niche. This will make the press release easier to discover and can broaden its reach with your audiences. 7. Cut the fat A press release isn’t for “fluff,” either in content or tone. Your press release will automatically become less compelling if it features repetition, unneeded words and phrases, or a joking tone that misses the mark. With this in mind, trim the fat and ensure that the material included in your press release actually needs to be there. 8. Time your press release correctly A press release is only as good as its timing, and timing your release correctly can make the difference in its performance. According to Business Insider, the time that you send your release depends in large part on the channels through which you’re sending it. If you’re sending it via email, for example, you’ll want to aim for a time between 2-3 pm, since people are typically at their desks then. If you know that there is a day and time that performs best for your audience, consider pushing your press release out at that point, since it’s likely to get more traction if you publish it at a high-volume moment. 9. Use quotes Quotes are a powerful tool in the world of press releases. In addition to helping draw out important points, well-placed quotes also showcase your voice and help establish you as an authority. Don’t be afraid to sprinkle some original quotes throughout your press release. The media will have a chance to pick them up, and they won’t have to work hard to do so since you made it easy for them. To make sure that they can find more or take a further interview from you, include your contact information within the press release, where journalists can easily find it. 10. Find a distribution partner Once you’ve written and organized your press release, it’s time to consider distribution. Today, though, that’s tougher than it used to be. PR syndication is dead and the key to getting your press release found today is a localized distribution in local media. Here at Express Writers, we don’t offer press release … Read more

How to Write a Press Release for a Nonprofit

by
How to Write a Press Release for a Nonprofit

While they are typically considered the domain of companies and individuals, press releases can be extremely helpful for nonprofit organizations. By spreading the word about community services, charity events, and more, a press release can serve to boost attention and increase attendance for a charitable event. If you’ve ever wondered how to write a press release for a nonprofit, here’s your complete guide! How to Write a Press Release for a Nonprofit: 5 Key Components of a Successful PR Knowing how to write a press release for a nonprofit, and being successful at it in getting the word out and publicizing your organization or event successfully, stems around five key components. Since a press release is a very professional document, there’s not much wiggle room in the formatting standards. Journalists and other organizations expect to see a particular layout, and it’s in your best interest to abide by this. With that in mind, here’s a brief breakdown of how your nonprofit press release should be formatted: 1. The headline The headline is the first and most visible portion of your press release. It should be centered across the top of your company’s letterhead and should contain information including the city of origin for your press release, the state of origin, and the date of publication. The next piece of the headline should be a two-sentence paragraph that offers a brief overview of the press release content, and why it matters to readers. It should be exciting and intriguing to the audience. 2. The intro The intro is a few-sentence paragraph that offers relevant background information regarding your nonprofit’s program or event. It should be written to a general audience and should be as succinct and targeted as possible. This is not the place to go into the “why” or “how” of the event. Instead, it’s just the place to offer some background information surrounding the event and your nonprofit. 3. The body of the press release The body of the press release should be 2-3 paragraphs in which you explain the purpose of your nonprofit’s events and compel your readers to want to learn more about it. Here is where you provide relevant details regarding the time, place, name, and sponsors of the event. Again, write this section of the press release to a general audience and give your readers a reason to get excited. 4. Boilerplate information Boilerplate information is an official bio that offers detail about your nonprofit. It’s a common practice in press releases for nonprofits and is the content that a journalist will likely pick up to introduce your organization to readers should he or she decide to publicize your press release. The boilerplate should be a paragraph long and should offer some brief background and relevant information about your nonprofit organization. 5. Contact information The final component of the press release is your contact information. This allows journalists and other interested parties to contact your organization for details, and is a critical part of the media release. For best results, include your current phone number, website URL, and mailing address. You may also choose to include links to two or three relevant social media profiles. 6 Things to do When Writing a Press Release for a Nonprofit While 50% of writing a nonprofit press release is nailing the formatting, another 50% is making it interesting and compelling for readers. Here are six things you need to do every time you create a press release for your organization: 1. Hook the reader in the first sentence. While a “hook” is commonly written off as the stuff of novels, it’s critical in a press release, as well. To grab the reader and keep him or her there, you’re going to need to provide a reason for them to stay. This is where your hook comes in. For best results, make your first 1-3 sentences catchy and compelling, and arranged so that they inspire curiosity in your audience. This will enhance the likelihood of your readers staying with you all the way to the end. 2. Structure your press release like an inverted triangle. An inverted triangle is widest at the top, and narrowest at the bottom and your press release should follow suit. Keep people interested by top-loading the body of your press release with the most relevant information, and narrowing down to the least valuable information as you conclude the body paragraph. This will ensure readers don’t miss your most critical points and will help people stay attached to your press releases. 3. Tell the story of your nonprofit. It’s easy to get dry and dull when you start talking about your nonprofit. Instead, seek to tell a story that keeps readers interested. For best results, start with the “why” of your nonprofit – why it does what it does and where that mission came from – then branch out to the how and the where. This will help people make an emotional connection with your organization and will increase the likelihood that the media will pick up your press release. 4. Stay brief and focused. A press release is not a place to ramble on and on, and you’ll lose your readers if you do. For best results, keep your press release focused and succinct. This will help readers stay on-topic and will allow the most important components of your press release to shine, instead of being bogged down by unnecessary information. 5. Keep it realistic. A press release is a document designed to be picked up by the media, so it’s critical that everything in it be news-worthy. This means that exaggerating and using hyperbole are both strictly prohibited. In addition to harming your organization’s credibility, this will just reflect poorly on the writer if the press release does get picked up by the media. 6. Optimize for SEO. Optimizing a press release for SEO will improve its chances of succeeding. With this in mind, add relevant keywords and target phrases throughout the body … Read more

How to Write a Press Release for a Fashion Brand

by
How to Write a Press Release for a Fashion Brand

It’s finally here: the big launch of your new line. You’ve spent countless hours working on it, and the time has arrived to share it with the world. You couldn’t be more excited. To showcase all of your hard work, you decide to learn how to write a press release for a fashion brand. The only problem is that you’ve never done it before. Fortunately, this next step isn’t nearly as tough as it might sound. Today, we’re going to walk you through the process of how to write a press release for a fashion brand, in hopes that these simple tips will have you on your way and writing your own press releases before you know it. Read on! Why Learn How to Write a Press Release for a Fashion Brand? When you’ve poured thousands of hours into a new line, just hoping someone will notice its release isn’t enough. Instead, you’ve got to make a concerted effort to spread the word, and a professional press release is one of the best ways to ensure that your big launch finds its way into the mailbox of big-time fashion editors. While learning how to write a press release may seem hard, it’s a worthwhile expenditure to ensure that your big launch goes off without a hitch. How to Write a Press Release for a Fashion Brand: 5 Actionable Tips A press release for a fashion brand is different than one for an album launch or a new product. To ace your press release, follow these top tips: 1. Be as specific as possible. When it comes to your press release, specificity is your best friend. You need to tell people exactly what is exciting about your fashion launch, and why they should sit up and pay attention. Bear in mind that, within your press release, you’re speaking to content editors, PR executives, and editorial assistants at various outlets and each wants to know why, exactly, picking up your press release is a good idea. The more specific you get, the more you can help convince them. With this in mind, be sure to answer the where, when, how, why, and who questions about your new launch. Provide some detail about the inspiration for the line and how it came to be. Tell your readers where they can find it and where it will first debut. In addition to giving people something to get excited about, this level of specificity also makes it easier for journalists and other content specialists to pick out the relevant portions of your press release and share them with the public. 2. Provide clear and actionable details. For your press release to succeed, it needs to be clear and actionable at every step of the process. This means that you’ll need to answer exact questions regarding where your launch will happen and why it matters to people. You should also consider adding an image to your press release to underscore your point further and make it more exciting for people to interact with. Because fashion is a highly visual industry, an image in your press release can help grab a reader’s attention and keep it throughout. 3. Provide all the needed information throughout your press release. If your press release is going to be useful for journalists, it needs to provide as many specifics as possible so that they don’t have to dig for additional information. In the realm of fashion, this detail-rich structure should include a discussion of who the brand is that’s launching the product, the season the line is designed for, when the launch will happen, and where. Only once you’ve done all of this should you dive into your “why.” In any press release, you want to top-load the document with critical information, so it’s easier for journalists to access. This helps them pull out the most relevant information and get on with reading, rather than having to wade through lots of unnecessary information to locate your key points. In addition to making it easier on journalists, top-loading your press release with relevant information can help make it more useful for readers from all walks of life, since readers who can’t find what they’re looking for (such as the venue your launch will appear at, for example) are likely to leave. 4. Include boilerplate content. Boilerplate content is essentially a standardized breakdown of who you are, what you do, and where people can reach you. It’s meant for editors and journalists and can serve to streamline a reporter’s job massively. To show that you’re thinking of the journalists reading your press release, include a boilerplate piece at the end of the press release that includes a short bit of background information on your brand, your contact information, a phone number, and an email address. This will make it easier for interested parties to communicate with you, and can also be used in future media to feature your brand and company. 5. Make it visual. Visually exciting press releases perform best, especially in the fashion industry. With this in mind, include the best image at the top of your press release and lay out the press release in a way that will allow it to be easily digested by journalists and other content specialists. Not only will this make your press release more exciting to view, but it will also reflect positively on your brand. The Dos and Don’ts of Writing a Press Release for a Fashion Brand Write the best press release of your life by following these do’s and don’ts: Do: Speak directly to your target audience Be specific Include relevant visuals to make your document more interesting Distribute your press release through local news agencies and media outlets. PR syndication is dead and this is the most effective way to get your press release out there today. Don’t: Go overboard with graphics, fonts, and colors Forget to include relevant contact information Stuff the bottom of your press release full … Read more

How to Write a Press Release for an Art Show

by
How to Write a Press Release for an Art Show

If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting. Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show! Read on. How to Write a Press Release for an Art Show: 7 Essential Things to Include How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release. 1. A compelling headline Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release. To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible. On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it. 2. An information-rich summary The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it. This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release. Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it. 3. Relevant dateline information The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news. In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event. 4. An exciting introduction After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why? Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion. 5. Informative body copy Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show. Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each. Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them. 6. An original “about” section The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company. 7. Current contact information Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show. For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links. The Do’s and Don’ts of Art Show Press Releases To ensure the success of your press release, follow these do’s and don’ts: Do’s: Keep your press release short and detailed  Write like you would speak, without too much jargon or industry talk Answer the questions who, what, where, when, and why? Include your current contact information Don’ts: Get too long-winded in your press release Neglect to include relevant details Forget to add a city of origin for your press release  Get tied up in PR syndication. It’s dead, and you’ll be much better off reaching out to your … Read more

How to Write a Press Release for a Product

by
How to Write a Press Release for a Product

A product press release is critical to inform journalists and customers about your exciting new offerings. A professional document designed to be picked up by reporters, a press release is a fantastic way to drive attention to your new product and create a social dynamic that’s ripe for sales. When done correctly, a press release is an excellent way to boost your business and spread the word about your newest offerings. Keep in mind, however, that learning how to write a press release for a product is a process, though, and there are skills that you need to know to execute the task properly. Fortunately, these things are easy to learn! Today, we are going to talk about how to write a press release for products, and how to make sure that your brand aces it every time. 4 Things to Remember Before Writing a Product-Focused Press Release If you’re going to write a product press release, it needs to be done well. Since the purpose of a press release is to inform the media about your upcoming product, it’s critical to ensure that every piece of the press release is newsworthy, professional, and accurate. With this in mind, here are four things to consider before you sit down to write your press release: 1. The press release should showcase your product’s unique features. If you were going to write a press release about your new product, it needs to be newsworthy. In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” Instead, arrange your press release so that it includes the most unique benefits of your new product. A portion of the press release should outline your product’s selling points, and make readers feel intrigued enough that they want to interact further with the products. To ensure that you’re including the unique benefits of your products in the press release, consider making a list of the things that make your product stand out before you sit down to write. This helps ensure you won’t miss anything when crunch time comes. 2. Tell a story in your press release. While some people mistakenly believe that storytelling is reserved for novels and books, it’s a critical tool for a product-focused press release. The reason is simple: people don’t want to simply hear the features of your new product. Instead, they want to hear why they should use it, how it will change their lives, how you came up with it, and what makes it so different from anything else on the market. Storytelling is the best way to achieve these things. As you write your press release, put yourself in the reader’s shoes. Try to visualize what would catch his or her attention, and what would be compelling or entertaining enough to make them want to keep reading. 3. Stick to the point. No matter what a press release covers, it’s no good if it wanders and rambles. To make your press release useful and compelling, stick to the point and be sure that all of the information you’re providing within the press release is relevant to your readers. 4. Edit the press release carefully. The final thing to consider regarding your press release is how much editing it will take. Remember, a press release is meant to be picked up by the media, and pushing one out that includes errors or other mistakes can be devastating to your company. With that in mind, set aside ample time to edit your press release before you publish it. How to Write a Press Release for a Product: 4 Essential Steps Now that you know what to consider as you start writing a press release, let’s talk about how to navigate the writing process. Here are the steps you’ll need to follow: 1. Craft a killer headline that considers your product’s unique selling points. Your headline is the first thing a reader sees, so it should grab attention. For best results, include the unique selling points of your product in the header. Regardless of how you choose to structure it, it’s essential to ensure that the header stays succinct, clear, and easy to understand. This will help intrigue the reader without losing his or her attention in the process. 2. Make your target audience clear. When people read your press release, they need to know who will benefit from using your products. Is it seniors living at home? Is it teens with ADD? Is it stay-at-home moms or college students? No matter who your target audience is, you’ll want to target them in the body of your press release. When people know that you’re talking directly to them, they’re not only more willing to read your press release, but they’re also more likely to share it. 3. Use the body paragraph of your press release to back up your claims. This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders. While this may seem like a simple approach, it serves a critical purpose. First, it gives journalists something to pull out of your press release and use in publication. Second, it inspires confidence within the people reading your press release. 4. Finish the press release with current contact information. The end of the press release should include your company’s current contact information, including website URL, phone number, a point of contact email address, mailing address, and links to two or three relevant social profiles. This contact information will be critical for anyone who wants to reach out to your company for more details, so it’s essential to make sure that it is current and up-to-date. The Do’s and Don’ts of Writing a Press Release for a … Read more

Press Releases: 5 Best Ways to Optimize for Google and SEO

by
Press Releases: 5 Best Ways to Optimize for Google and SEO

Do you have what it takes to create and distribute stellar content in the form of press releases without terminating your friendship with Google? It’s no secret that search engines work around the clock to ensure a flawless web experience for all categories of web users. This means that Google is constantly plotting against content creators who rely on less orthodox search engine optimization to bring their websites on page 1 in search engine results, boost their online visibility and fill their own pockets the easy way. Why Is Google Constantly Blocking Your Way to SEO Success? Unfortunately, the never-ending string of sneaky changes sometimes manages to puzzle even the most experienced webmasters and stop them from getting a good night’s sleep. What seems acceptable today becomes intolerable tomorrow. Google, can you please make up your mind and surprise us with a little bit of consistency? The bad news is that it is not in our power to control Google, its plentitude of algorithm updates and its endless list of surprises, which is probably longer than the one that Santa prepares for us on every single year. The good news is that even though we cannot anticipate or correct Google’s independent spirit, we can adapt to these new challenges and breathe new life into our old content marketing strategy. The Good, the Bad and the Dangerous of Content Distribution via Press Releases You may be aware of the fact that Google has a real problem with bad link building strategies. And by “bad” we mean deceptive and designed to manipulate search engine results to the webmaster’s advantage. According to Search Engine Watch, Google may also be bothered by press releases that are created and distributed to help a certain website occupy a better position in search engines without actually doing readers any favors. The same source mentions the fact that Google seems determined to squeeze every single drop of SEO juice from press releases; this appears to be a diabolic master plan that was rolled out quite some time ago. The most pressing problem that has recently come to our attention is this: Google is actually cataloging links in press releases as “unnatural”. As a result, it is compelling webmasters to nofollow them. So what does this major change mean for companies and organizations that depend on properly optimized press releases to highlight their mission, vision and purpose in business? Search Engine Watch reveals that in 2006, press releases were a real gold mine for SEO experts who knew how to give wings to an inspired marketing message and optimize quality content for search engines at the same time. 8 years later, press releases are no longer considered the Holy Grail of search engine optimization. On the contrary, sloppiness and your refusal to comply with Google’s rules and guidelines while writing press releases can get you in serious trouble and expose you to considerable penalties. Don’t say you haven’t been warned: according to Search Engine Land, press releases won’t help your rankings. This statement is supported by Matt Cutts, who revealed that press releases cannot and will not improve your current position in Google. So what’s the best method to keep risks at bay and still profit from the good that still lies in every single well-written press release? People who want to rely on press releases to spread the word about their companies by publishing their content via article websites or paid wire services such as Marketwire, Business Wire or PR Newswire are advised to nofollow their links, especially if they represent optimized anchor texts. In this particular context, the rel nofollow attribute seems to be a life preservative that is your one and only hope when you are just about to sink in an ocean of gray hat SEO tactics and uncertainties. When in doubt, just use rel nofollow to stay in Google’s good graces. Rules may be created to be broken, but this is certainly not the case. The nofollow tactic seems a simple, easy to implement preventive measure that could enable many content creators to avoid penalties. But older press releases that have already been distributed and republished by countless sources are the real concern in this case. Rel Nofollow: A Life Preserver That We Should Hold On to When It Comes to Optimizing Press Releases In this particular context, one question is on everybody’s lips: will the ghost of already archived press releases that are all over the Internet haunt its creators and distributors? How much time will paid wire services need to clean up this mess and implement new sets of rules to avoid mishaps that could make Google really angry? At this point, nobody can provide an accurate answer to these 2 pressing questions that are on everybody’s mind. What we do know for a fact is that nothing can stand in the way of clients who want to share their newsworthy facts with the whole world; not even Google’s mood swings. Businesses depend on press releases to boost their visibility, promote lines of products or new services, diversify their clientele and improve brand awareness. From this point of view, press releases are undeniably powerful allies and nothing can change this. There’s only one alteration that should be factored in at this point: links should be handled with gloves. The rel nofollow alternative represents a viable option at hand for people who don’t want to let Google stop them from creating and distributing first-class press releases that have what it takes to inform and educate a broad audience. In other words, content creators shouldn’t exclude links from their strategy. On the contrary, they should include one or two to help readers land on a company’s blog or website and stimulate them to take action. However, the new changes made public by Google, related to link building strategies in press releases may bring us back to an old-school form of premium PR work, which is not necessarily a step back. After all, PR … Read more

PR Tactics: When to Release a Press Release

by
PR Tactics: When to Release a Press Release

“When to release a press release:” this is a frequently asked question in today’s PR & online marketing world. It might sound silly, but the answer matters a great deal now that everyone is vying for the (limited) attention of key online and paper publications. Even the most brilliant PR writers might be at a loss as to why their response rates are so low. Was the writing poorly done? Not necessarily. The problem might be in distribution, particularly timing. When to Release a Press Release: PR Distribution Tips To develop a keen sense of when to release a press release, PR writers ought to ask themselves a couple of simple questions: 1)   When do editors check their emails? 2)   How do I make sure that my email and PR land at the top of the inbox by the time editors sit down to work? 3)   When are editors too busy to give my material a chance? 4)   How do these factors come into play when I decide when to release a press release? If you work on answering these questions, planning when to release a press release becomes more strategic. Let’s talk about days first. When to release a press release? The best day is Thursday. Weekends are for rest and recreation. Saturdays and Sundays are usually earmarked for quality time with kids, or to catch up on hobbies. It is generally not advisable to distribute your PRs on weekends when editors aren’t thinking about work. The best days to release a press release are Tuesdays, Wednesdays, and Thursdays. Mondays are fine, but reporters, editors, and practically everyone who is working is busier on the first business day of the workweek. Getting a PR published on a Monday is like driving to work at rush hour. Remember this the next time you decide when to release a press release. Based on data provided by GetResponse, Thursdays record the most number of click-throughs compared to any other day of the week. This is a very useful pointer on when to release a press release, but remember that PRs are still news. They are meant to be timely and fresh. If a product is launched on a Monday, and you would like to send out news on how the launching went, release the PR as soon as possible: on the same day or on Tuesday. You don’t have to wait for Thursday just because we say the stats are higher then.  “Strike when the iron is hot” is a good tip to remember when deciding when to release a press release. Editors couldn’t care less about old news. Also factor in holidays and vacations when you figure out when to release a press release strategically. Obviously these are very slow days, and are among the worst days for PR engagement (unless you own a retail shop or a small restaurant so your business is at its peak).  For most types of businesses though, it is poor timing to send out PR: On three-day weekend holidays like 4th of July, Labor Day or Memorial Day weekend. Never go for long weekends when you pick a date to release a press release. During the Christmas week, particularly three days before Christmas Day A couple of days before the New Year and a day after Other major religious holidays in your country and abroad When is the most ideal time for distributing PR? 8:30 to 9:00 A.M. To figure out the ideal hour when to release a press release, here are some useful stats and facts from the Entrepreneur: The fewest emails are sent from midnight to 6 am because everyone is asleep probably (including PR writers and distributors) The majority of emails are sent from 6 am to noon, and click-throughs occur more between 8 A.M. to 9 A.M. In the afternoon, there is a high-click through rate from 3 P.M. to 8 P.M., but opens happen mostly from 3 P.M. to 4 P.M. Finally, most PRs sent through email are responded to within an hour after they’ve been sent. The chances of PRs being read drops after that first hour As you plan when to release a press release, take note of what these numbers tell you about the habits and schedules of editors. At 6 am, very early birds send their PRs out in the hopes of getting ahead. The problem with this tactic is that at six, editors have probably just gotten up, and are still preparing to get to work.  By the time the clock strikes eight, there’ll be more than a hundred emails listed ahead of the very early bird’s PR. It won’t be noticed. Wondering when to release a press release for maximum exposure? Sometime between 8:30 A.M. and 9:00 A.M. is the best time to email in a PR. There is a greater chance that your target editor will be at his desk and ready for work. He will instantly see your material as it comes. If such clever timing is combined with catchy titles and well-written leads, you might actually get the response you are hoping for. In some cases, news breaks midday. If you don’t want to wait for the next business day to spread the buzz, email in your PR early in the afternoon. Because of high-click through rates recorded at this time, 3 P.M. to 4 P.M. is an ideal hour to release a press release. Business days usually end around 5 P.M. to 6 P.M. Editors don’t have the energy and the inclination to scout for great PRs towards the end of an exhausting day. The state of mind of your first audience (journalists and editors) is an important consideration in deciding when to release a press release. Some online resources on when to release a press release claim that people check their emails around 8 pm just to make sure they haven’t missed anything urgent. You can give it a try if you want (competition for attention might be less tough at 8 … Read more

No HR needed to get access to the best writers, editors, QAs and strategists. We are your all-in-one content writing service delivering publish-ready content.

Copyright – 2025 Expresswriter -All rights reserved