While press releases are an essential part of online marketing and digital communications, they’re tough to write, and few people understand their structure. Because of this, many companies and marketers hire expert writers or journalists to write press releases for them. However, understanding the format and how to write a press release important so you can recognize a good press release when you see it.
Then you can always evaluate your press release content and be more successful when promoting your brand image and new products.
While press releases can feel foreign, they all contain specific elements that should be present in every press release you issue.
In the words of Robert Wyne, a prominent Forbes contributor, press releases “are formulaic, by nature, but so are poetry, tweets, columns, and other written communications. Everyone has constraints. Chefs work within an 8-inch pan to create an omelet, and the great ones know how to pick the best ingredients and mix them to create a savory sensation. Writers can season their sentences within the confines of a release.”
When you know what to include in your press release and how to structure it, your PR material will be more official, credible, and useful for readers. This is true whether you plan to write your press releases yourself or hire someone else to do it for you.
Follow along as we share the 11 steps required to create an expertly crafted press release.
What Is a Press Release?
A press release is an official statement from a business or organization that shares news with media outlets and the public. It is a formal document used to distribute relevant information in a simple, one-page format. The goal of a press release is to attract attention from the media and the public.
When Should You Use a Press Release?
As an official media document, press releases should be reserved for newsworthy events. If used too often for insignificant updates, your releases might get ignored.
Press releases are commonly used for the following types of announcements or events:
Product launches
Significant service changes
Hiring or leaving of company executives
Funding announcements
Breaking news
Public and private events
Grand openings and groundbreakings
Press Releases vs. Company Announcements
To the untrained reader, a press release might just seem like a fancy term for a company announcement. While a press release is technically an announcement, from a journalistic perspective, it’s viewed as a primary source that can be cited.
Press releases are the source of official information. If a company shares the same news in another way, like a tweet or a blog, it will likely link back to the official press release.
Since they are structured more formally, press releases also differ from other types of announcements because they are meant to be shared by media outlets.
11 Steps to Writing a Press Release
No matter what kind of business you run, press releases are critical. They are an ideal medium for telling the media, Google, and your readers when something new and exciting has happened within your company. Use press releases to announce partnerships, product launches, new hires, and more.
If your business has never written a press release before, don’t worry. Our 11 foundational tips will guide you through the process.
1. Use the Correct Release Language
When submitting a press release to a news outlet, you must tell them when you would like it published. If you’re ready for your press release to go out to the public right now, use the words “FOR IMMEDIATE RELEASE” at the top.
However, if you need to hold the release until a certain date (this is common with product launches), put “HOLD RELEASE UNTIL” along with your specified date.
This is an important piece of your press release article because it tells readers and journalists when you want to see your article on the web or in print. It also gives you control over when the press release hits the media, which can have a massive impact on the success of your press release efforts.
2. Use Your Company Logo and Colors
Branding in a press release is crucial if you want your readers to know what your brand represents. To make your press releases more impactful and recognizable, use your company’s logos and colors in the headline section.
Check out how the autonomous driving company Motional added their logo to the top of a recent press release:
3. Include Keywords in Your Press Release Headlines
Just like in other types of online content, you should include SEO keywords in your press release headlines. This makes it easier for search engines to find and rank your press release while ensuring that the media and your readers understand what your press release is about.
Remember: you don’t want to go overboard with keywords – just include them naturally throughout like you do with other content.
Check out how Apple does this in a press release published on December 6, 2022. In this case, you could safely assume the keywords Apple targeted include “App Store pricing:”
Another consideration is the capitalization of your headlines. If you are following official AP Style capitalization, all the words in your headline should be capitalized except for prepositions and words shorter than four letters.
As you can see in the example above, Apple only capitalized proper nouns. However, they published the press release on their website. If they had published the press release on an official news website, choosing title case capitalization would be the better option.
For best results, keep your headlines under 160 characters. Longer than that and readers may lose interest, and you risk having your headline truncated by Google.
Your headline must pique the interest of a very limited demographic – journalists. While you might want to write for your customers, a press release is for the press. Make sure your headline is factual, informative, and attention-grabbing.
Here are a few tips to help you write more effective press release headlines:
Use Numbers: Numbers are easier to understand than vague descriptions. For example, would you rather read: “Sales Increase in the Fourth Quarter” or “Sales Increase by 40% in the Fourth Quarter”?
Think of a Press Release Like a Newspaper Article: If you read through a list of newspaper article headlines and press release headlines, you likely wouldn’t be able to tell them apart. When writing your press release headline, think like a journalist and make the biggest impact you can with limited space.
Use the Present Tense: Even if something has already happened, a press release should talk about it in the present tense, especially in the headline. Instead of “Company X Hired New CEO,” change it to “Company X Hires New CEO.”
Avoid Sales Language: It can be tempting to encourage people to buy something from your business in a press release. However, press releases are for sharing information, not promoting products. If you are sharing information on a new product launch, your headline should talk about why the product is important, not why someone should buy it.
4. Write a Summary Paragraph
Every press release includes a summary paragraph positioned after the headline. This briefly summarizes your announcement. Additionally, most of these summary paragraphs stick between one and five sentences. Some are even formatted as bullet points.
This little paragraph is critical because it helps readers understand immediately whether to interact with the press release or move on to find something that better suits their needs. It can also help busy journalists understand why your press release matters and decide if they want to cover it.
Here’s an example of what a good summary paragraph looks like, from a recent Ford press release:
You’ll note that Ford includes a one-sentence summary in italics to help it stand out.
Consider writing this paragraph last to ensure that it remains a summary. That way you do not include any new information.
Adding a keyword or two in this paragraph could also be helpful, depending on the length of your summary. It’s easy to forget your company name in a headline, so make sure it’s in the summary if you do leave it out.
Finally, with a limited amount of information to include, make sure each sentence is as clear and concise as possible. You only have a few sentences to convince your readers that your press release is worth their time.
5. Include the City, State, Month, Day, and Year
While press releases are meant for wide audiences, it’s also important to tie them into your geographical location. This means including your location information. As you write your press release, add the city, state, month, day, and year of publication.
Here’s an example of that from the same Ford press release:
This information adds context to your press release and will help orient the reader about when the information came out. What’s more, the current city and publication date help readers recognize the press release as recent and relevant.
6. Craft Your First Paragraph
The first paragraph, also known as the “lead” of the press release should contain the primary purpose of your press release.
There are six elements that you need to include here:
Who: Who is the press release about? Who is the company, or the main players involved in this document?
What: What is the topic of the press release? Why should readers care?
Why: Why are you sending out the press release? How does it affect your customers or readers?
When: When is the subject of the press release taking place?
Where: Where is your company located? If there’s an event people need to know about, where is it taking place?
How: How does the subject of your press release provide value? How does it help your readers?
Including this information will better orient the reader and help them understand the purpose of your press release.
Check out how NASA includes all these elements in a press release issued on December 11, 2022:
Nasa answers each question:
Who? NASA’s Orion spacecraft
What? Splashdown of the Orion spacecraft
Why? Shows the progression of the mission to return to the Moon
When? December 11, 2022, at 9:40 a.m. PST
Where? Pacific Ocean, west of Baja California
How? Announces record-breaking space mission
7. Develop the Body of the Press Release
The body of your press release should expand the content of the first paragraph. Each paragraph should be no more than three or four sentences. Break up the body accordingly, but make sure that each paragraph is cohesive and flows well from the preceding paragraph.
In these paragraphs, you will share facts about your press release topic. For example, if you are announcing a new product, you would share details about its features. However, if you are hiring a new CEO, you would share some background information on the new person.
The body of a press release should include a quote, if possible. If there is someone significant who can offer a relevant, valuable comment, you should add it. This will give your readers an objective view of your press release, and, if you quote experts, make your press release stand out as credible.
Consider this example from an American Airlines press release. The airline moved to a new terminal at JFK airport and got a quote from the governor of New York:
You can also consider adding additional media content like photos or videos. However, you should limit this to two pieces of content. In some instances, like if you are emailing your press release, it might be better to include a link to the source instead of inserting it into the press release. For example, include a link to a video the reader can find on YouTube instead of increasing the size of your press release.
Consider your last paragraph as a space for your closing remarks. If you are launching a new product, place the products available here. You can also put the product’s trademark and any pertinent information you may have that doesn’t fit into the body.
This paragraph should give your reader all the information he or she needs to understand the “next steps.” Even if those details are where to find your upcoming event or how to contact your new HR manager.
9. About the Company (Boilerplate Information)
After your body paragraphs, you should add your company information, called a boilerplate. This is where you can share some of your company’s merits and achievements, but don’t make it too long, since this will put you at risk of sounding like you’re hard-selling your company.
Boilerplate information is designed to give journalists general information they can include in their writing about your company. This will give their readers more context and will help make your company more professional and recognizable. Boilerplate information rarely changes, so you can use the same text over and over. Just double-check its accuracy each time in case something has changed.
Here is an example from the same American Airlines press release:
Notice how it includes company information for both American Airlines and British Airways. This is because the press release is about both companies. If you write a press release about a business partnership, you should include boilerplate information for all the companies involved.
10. Add Your Current Contact Information
After reading your press release, journalists or potential customers may want to know how to contact you. That’s why it’s crucial to include your current contact information in your press release.
For best results, include your email address, telephone number, and a link to your company’s website and social profiles. Make sure the information you include is current so people never have trouble getting in touch with you.
11. Tie It Up with a Bow
At the end of your press release, you should include the word END or three pound signs (###). This will tell your readers they’ve reached the end and nothing else is coming.
Fast Tips for Better Press Releases
With an understanding of the overall structure of the press release, you will be better equipped to recognize a good press release when you see one. To make your press releases even better, here are a few more tips:
1. Writing
Write in Third Person: Unless you’re using a direct quote, the words “I,” “we,” and “you” don’t have a place in press releases. A professional voice is critical and will make your press release feel more authoritative.
Write to Your Readers: Press releases are meant for readers. Put yourself in their shoes to better understand their perspective and concerns.
Keep It Brief: Press releases should be one page or between 400-500 words.
Don’t Beat Around the Bush: A press release is not the place for inefficient communication. You’re your point clearly and remove any words, phrases, or approaches that don’t immediately clarify your point.
Keep the Adjectives to a Minimum: Adjectives are distracting and difficult to read. Limit them for clearer and more efficient press releases.
Keep It Objective: Readers respond better to a press release that gives the necessary details of a product/event without overhyping it. The more objective and neutral your press release can be, the better.
Get Rid of Jargon: Jargon makes your press release difficult to understand and inaccessible to many readers. Cut it out whenever possible.
Proofread and Edit Carefully: Read your press release carefully to help avoid costly mistakes. Spelling, grammar, or factual errors can make your press release look unprofessional. Before publishing, read the press release out loud to make sure it sounds correct.
2. Distribution
Don’t Syndicate: Once the preferred method of press release distribution, syndication is now dead. While some brands use to spend thousands of dollars each month to distribute their press releases, experts like Time Grice have since come to say that there is “no value in press release syndication for SEO purposes.” Instead of staking this approach, share your press release with local media outlets. You’ll enjoy a better ROI, and your press releases will get more traction.
Follow-up by Phone or Email: Once you’ve sent your press releases out to your local media outlets, follow up with a phone call or email. This personal touch can help cement your press release on a journalist’s radar and make it easier for them to remember.
Post On Your Website: While sharing with public media outlets is the purpose of press releases, you should also publish them on your own site. Many businesses create a dedicated “news” page for all their newsworthy information or adapt their press releases to publish on their blog.
3. Optimization
Include Relevant Keywords: These keywords should be searchable and relevant to your press release.
Don’t Overstuff: Going overboard on keywords will give your press release a spammy, dense feeling, which you don’t want. Don’t overstuff or you risk turning your readers off.
Use Multimedia: Multimedia elements, like videos or images, can be fantastic for enhancing your press release. Use them sparingly, though, so you don’t overwhelm the text.
Better Press Releases Start Here
Knowing what it takes to write a great press release can give you better control over your brand image. Whether you write them in-house or hire something else to do it, understanding what you’re looking for can lead to more success.
Need a great press release? Trust our copywriting and PR experts at Express Writers to create high-quality PR for you. Explore our content shop to see what we can offer you.
This post was originally published in October, 2013 and completely updated in May, 2020.
Press releases have radically transformed along with technology over the past decade.
In days gone by, PRs followed a traditional format, ignored social media, and left crafting a story up to the journalist who received it. These days, it’s just the opposite.
If you’re a new PR writer, or if you established your career more than 10 years ago, brushing up on these common press release mistakes will help you incite more action and gain more media traction.
Let’s deep-dive into how NOT to write a press release.
[bctt tweet=”Press release rookie? Brushing up on these common press release mistakes will help you incite more action and gain more media traction. Read all 15 here:” username=”ExpWriters”]
1. Write a Bland Headline
Journalists slog through hundreds of PRs daily. If your headline doesn’t sizzle, your press release may not be read.
Here’s an example of a boring press release headline:
While it’s direct and concise, the formal investor-facing tone waters down the hook.
And here’s an example of a headline that pops:
Adobe’s news appears as a blog. This allows for a shift toward a conversational tone, boosting the PR’s relevance.
If you’re new to writing for the web, consider using a scoring tool to measure potential engagement. My favorite headline analyzers are from AMI Institute and Co-Schedule.
2. Use the Same Headline And Lead for All Pitches, Regardless of Audience
Think sending everyone the same announcement press release will lead to the best results? Think again. For the wire, a generic PR will do. For your website, a reformatted version can appear on your blog.
However, don’t risk alienating your network of journalists by using the same copy for everyone.
Eileen Baumann, a leading PR writer on the Forbes Agency Council, recommends boosting your coverage by “taking the time to customize a headline and/or lead when sending to individual press contacts.”
3. Forget Your Audience – It’s All About You
While a PR may feel like it’s about you and your company, successful PRs focus on how their news is relevant to the target audience: journalists.
It’s bad enough when news orgs just run press releases.
This is a press release about a PR agency. It’s essentially an ad.
Before hitting the send button, make sure your PR is providing real value for your readers. Ask yourself: how is this news relevant to my audience? If your copy doesn’t answer that question, it’s time to edit.
Remember, the goal of any marketing endeavor is to drive action – not to pat yourself on the back.
Garmin demonstrates how to send a press release to announce an award and keep it relevant:
4. Rely Solely on Distribution Platforms
In the past, blasting the wire was sufficient. Websites like PR Web, PR Buzz, and PR Leap allow you to jump directly into journalist’s inboxes nationwide.
In 2020, the context has changed. Fewer journalists are wading through WAY more PRs. News outlets are web-focused, which means content optimized for social media, with video, images, and graphics are often published over traditional news articles.
For goliath brands, crafting traditional PRs and distributing to thousands of publications makes sense. For up-and-coming brands, it’s significantly more cost-efficient to invest in relationships with a select group of journalists.
Think of journalists as influencers rather than merely writers: add value by sending them a full media package, including product samples, images, videos, and pull quotes. Organize interviews, or reveal an industry viewpoint. The more you simplify covering your news, the more journalists will want to work with you.
5. Focus on Driving Traffic to Your Website
The game’s changed: PRs aren’t about driving traffic or SEO anymore. Modern PRs focus on promoting transparency, growing brand awareness, and audience engagement.
If the sole target of your PR is building backlinks, your announcement is likely not newsworthy enough. However, if used sparingly, dropping links in your PR can be a great way to boost your credibility and promote audience action.
6. Don’t Optimize Your Press Release Format
Publish your PRs as content marketing on your company blog, or reframe them for social media. Nintendo separates their advertorial, fan-centered “news items” from their investor-facing PRs.
Notice the different press release formats: the fan-facing PRs break the rules and use 2nd person. They’re sharable, and images are embedded.
The investor-platform takes a traditional approach to PRs. They use concise, direct headlines and 3rd person to emphasize the business focus of these PRs. This simple separation is an effective way to target two very different audiences.
7. Don’t Cross-Pollinate on Social Media
For every piece of news that goes out, at least 2-3 social media posts should follow.
Here’s a fun example press release from Sesame Workshop.
The 2 goals of this PR: announce their TV special and extension of the #CaringForEachOther initiative.
Here’s that same release after getting picked up by The New York Times.
NYT writer Melena Ryzik spins major details from the PR for a touching micro-story and adds a new link to the PBS YouTube channel, which was likely included in Sesame Workshop’s press kit.
Then Sesame Workshop turned to social media to promote their special.
Afterward, they followed up with fans on Twitter, fulfilling their second goal: engaging and caring for children.
This strategy can work for a variety of brands. The most important takeaway: read the room. If your news is getting lots of engagement, continue the ripple-effect with more content. Write a follow-up blog post, create a video, craft an image. Most importantly, stay on-message.
If your news isn’t gaining traction, don’t exhaust your audience. Instead, focus on other aspects of your brand’s social media strategy.
[bctt tweet=”Press release DON’Ts ♀️: 1) Write a bland headline, 2) Forget your audience, 3) Rely solely on distribution platforms, 4) Forget to optimize your PR format. Read 11 more here:” username=”ExpWriters”]
8. Send Press Releases for Every Little Thing
If it’s not relevant to your audience, it’s not news.
PRs should be part of your brand’s timeline. Send out too many, and you’ll cultivate a spammy image, lowering your credibility. Your readers don’t need (and won’t read) a separate PR for every micro-update. Save those for social media, your blog, or the updates section of your website.
Google uses a simple yet sleek solution: it separates PRs into relevant blog categories.
For a company that updates as often as Google, this avoids unnecessarily spamming tech journalists.
Regardless of your press release format, place your audience first. What are they looking for (and what will turn them away)?
9. Make It a Chore to Share
The goal of your PR is to spread the word. The wider your reach, the more successful you’ll be.
How do you optimize a press release for social media?
Start by crafting a 140/280-character tweetable headline. Suggest hashtags and Twitter-ready pull quotes. Don’t forget to include high-quality multimedia (images, video, GIFs) and provide several formats. Drop in links to your brand’s social media accounts and website to bring it full circle.
10. Don’t Follow a Press Release Template
Too much (or not enough) information is kryptonite for PRs. Successful PRs are concise and focused on the message. Leave the deep dive for other media.
The ideal press release length is:
1 page, 1.5 pages max
300-500 words (400 is the sweet spot)
Skimmable: Headline, subheader, and introduction answer the key 5W questions
Build your PR on a strong foundation with these templates for specific purposes:
Book Releases – Dave Chesson’s book press release template is ideal for PRs in the Kindle Direct Publishing sphere.
Music Release – For a free music press release template, try this foundation. Need inspiration? Check out the album release above for inspiration and a great example of how to stay fun, upbeat, and
Social Media News – Reach a follower milestone? West’s social media release template is a great base for your announcement.
For more guidance, press release examples, and a fill-in-the-blanks press release template, explore our Ultimate Guide to How to Write a Press Release.
11. Use the Wrong Voice
Are you using 2nd person in your press releases? This voice is well-suited to blogs and social media. PRs are a different story. At best, it reads like an advertisement (not news). At worst, it sounds like a cheesy commercial.
Use 3rd person for an AP Style news-voice to boost your authority and secure audience trust.
However, there’s always an exception.
This PR for Purina breaks the 2nd person rule to optimize for Twitter. Tread carefully with this strategy – it instantly shifts the tone toward advertisement.
[bctt tweet=”BIG press release mistake: Using 2nd person voice in your PRs. At best, it reads like an advertisement (not news). At worst, it sounds like a cheesy commercial. ” username=”ExpWriters”]
12. Set the Wrong Tone
Tone sets the mood. It’s your attitude toward your content, and how the reader receives that feeling. While PRs have transformed, some common misconceptions linger behind them.
Here are a few:
Conversational = Unprofessional – Excessively formal language is boring to read! Ensure you’ve got the facts straight and clarify the value of your news, but don’t be shy about letting your personality shine through.
Jargon = Smart – Remember your audience. Journalists – not industry professionals – are in charge of spreading your message. Instead of jargon they have to look up, provide authority quotes and stats and clearly outline why your news is relevant.
Generic Quotes = Acceptable – Instead of building authority and humanizing your brand, robotic quotes make it clear to your readers that you didn’t actually talk to an authority, robbing your quote of value.
13. Don’t Bother to Proofread
In the PR world, nothing burns your credibility faster than a failure to proofread. It’s easy to see why: even a simple typo can damage journalist and publication reputations as well as yours.
For example, consider receiving an email from a major brand with this as a subject:
Thankfully, these issues are easily solved with free Grammar checkers like Grammarly, readability checkers like the Hemingway tool, and Microsoft Word’s basic spellcheck. Combine this with a final human read-through to ensure your PR is read (and not posted on Twitter for a laugh).
The worst part of “let me send you a press release” is usually the press release is terrible and I still have to badger you to get answers to simple questions. pic.twitter.com/WwgUXKfEH9
Just like you, most reporters have more interesting things going on after 6 on a workday. They’re likely not checking their work emails on the weekend, either. This means that PR you rushed to get out is getting buried by hundreds of other emails (and it’s way less likely to be read).
To avoid this, distribute your press release on a Thursday. According to Prowly’s press release analysis, you can boost your open rate even more by emailing your press release between 10:00 AM and 2:00 PM.
15. Fail to Give a Clear Course of Action
Newsworthy PRs provide clear value and propose to solve a problem. For example, if your press release announces an event, then signing up for the event is the next step you want your readers to take.
If it’s not obvious how to take that next step, your PR is not accomplishing its goal. Simplify the leap from PR to website to social media accounts. In addition, make sure to provide accurate contact information for journalists to follow up.
Prefer to leave it to the pros? Our on-staff journalists create epic press releases for maximum reach.
Write a Professional Press Release Every Time
Whether you’re a rookie writing your first press release or a veteran brushing up your skills, you’re ready to hit the ground running. Put your new knowledge into practice and start crafting amazing press releases today. Happy writing!
Does your press release need a professional boost? Check out our Content Shop for journalist-written press releases.
Press releases are pretty straightforward. They only deal with facts and you don’t have to worry about convincing people to buy a product that they’re not really interested in.
So, writing a PR shouldn’t be any trouble at all, right? Wrong.
Here you go!
Why You Need To Follow Press Release Examples
A lot of writers that happen to be brilliant creative writers can still struggle with Press Releases. One of the main problems that some writers come across when writing press releases is trying to keep everything concise. A lot of writers might be used to padding out their work and looking for extra little tidbits that will help them reach their target word count. The press release is a completely different beast though. Sometimes the best idea is for a writer to look at a press release example to get a feel of how a good PR should look and feel.
The Search Is On
Now, you would think that looking for press release examples would be fairly easy. Uncle Google provides plenty of answers to more complex questions every day. But then when you type those three small words in to the little box and hit enter — you get more than you bargained for.
Which Example Is Best?
There are small press releases and large press releases. There are press releases by industry and press releases by date. With all these examples, how do you know which one will suit your specific needs?
In order to figure this out, you’ll need to know what your needs are. How much do you really know about writing a press release? What kind of questions do you need to have answered before you can write the perfect PR? Let’s start from the beginning.
What Do You Need to Consider?
Press releases are solely for newsworthy events. This is an extremely strict rule (although one that many people break regularly); but that doesn’t mean that PRs can’t cover a whole host of subjects. They could be about anything from a merger between companies to a business offering a discount for some reason.
1. What’s it about? Make a note of the news that you need to write about in the press release. If a company is opening its doors for the first time in a while, look for similar PRs by typing in search terms that might be used for your company.
2. How should it read? The examples that are thrown out from this search will more than likely give you an idea on the style and tone of a press release (hint: it’s not conversational like a blog, PRs are serious stuff!) as well as how the press release should be presented. Generally speaking, a PR should be made up of around 4 paragraphs that give details of a company’s news to interested parties.
3. What should it include? You’ll notice that PRs won’t use any more words than necessary to tell the facts of the story. This is for two reasons. One: the structure of a press release is designed to give all the major details at the very start of the article to make sure the reader gets all the important information even if they don’t finish reading the full piece. And two: to make sure the important information isn’t cut off if the editor decides to shorten the article.
Templates
Because the basics of press release writing follow the same rules, the structure of PRs can be quite uniform. So it stands to reason that as well as studying a live version of a press release example for content ideas, many writers like to use templates to write their news releases as well.
There are a number of good programs that utilize press release templates:
Word – As part of the Microsoft Office suite, Word is a popular choice for many writers. Typing “press release” in the search box for online templates will give several options for PR templates that the user can fill their own details in for a quick and professional look.
Microsoft Publisher – Writers can follow step by step instructions from one of the thousands of ‘How To’ articles online and make their own template using a program like Microsoft Publisher. They can then save the template and use it every time they need to write a press release. Due to the uniformity of PRs, writers should be able to use the same template each time with minimal amount of tweaks.
PRWeb: PRWeb is one of the top leading sites to distribute press releases online. It has the highest amount of traffic and the most-shared news stories in terms of press releases. Here’s an example of a press release we wrote for PRWeb (note the correct title, subtitle & formatting overall):
Anyone Can Write a Press Release
This is absolutely true. Anyone can have a go at writing press releases — in the same way that anyone could have a go at driving a car or walking a tight rope; not everyone can be successful at it.
Anyone trying to write a press release and knows how to follow good press release examples needs to remember some fundamental points about how it should look, how it should read and what it needs to contain. Looking at one press release example can help with this. But looking at a number of examples that show both ends of the spectrum will give an even better idea.
Things to Remember
Press releases don’t have to be the most complicated thing in the world. Remember to:
Use a bold headline to grab attention
List the news first and tell people everything they need to know in detail
Look at other PRs for a similar event within the same industry. Make notes on what does and doesn’t work
Answer the main questions that everyone needs to know “who, where, what, why, when and how?”
DO NOT sell anything to anyone. A press release is always objective and only offers the facts
If you can remember these points and learn from other press release examples then you might well be able to write a useful, informative press release that gets noticed.
Modern Press Releases
In today’s world, the way the press release is actually released is slightly different — actually a lot different. People can skip the pitch part of the process and go right to publication. For example:
1. The client requests a PR
2. The writer writes the PR
3. Client sends the PR to an online press release distributer
4. The PR will be sent to journalists and bloggers relevant to the particular industry of the press release, but it will also become live on the Internet exactly as it’s been written.
What Does This Mean?
Press releases must be written exceptionally well so that they could actually be an editorial story. In the past, the only people who saw press releases in their raw form were the journalists and the editors who were being asked to run the story. Now, online press releases mean everybody gets a shot at being seen. While this might sound nice, the harsh reality is that people might have stood a better chance of their PR being read with the old way. As harsh as the journalists might be on a PR, at least the ones that made it would have gone to press in the best light possible. Now, it’s up to companies and their marketing team to come up with a PR that wows the public all on their own. That might sound like a fairly easy task to a writer who hasn’t had much experience with writing press releases, especially with some good press release examples to follow, but the fact of the matter is that press releases are written in a very particular way.
Press Releases in a Nutshell
When it comes to writing effective press releases that people want to read, there are a few things to remember:
Use an attention-grabbing headline that tells the reader exactly what to expect in the PR itself. It’s best to be direct here and get right to the point. Press releases aren’t about leaving people guessing.
Lead with the news. The most important factors should be right at the top of the PR. Taking three paragraphs to let people know the purpose of the press release just won’t cut it. In fact, if a writer waits three paragraphs to explain the news in a PR it’s unlikely that they’ll even have a reader by that point.
Keep everything factual. It’s not a personal account or a fictional story. You’re reporting a news event for a business or company. The PR should answer the “who, what, where, when, why and how?” questions. Once you have the answers to these questions, you’ll be able to get an idea of the structure of the piece. Once the basic structure is down with the answers to the 5 “W” questions, it’s a matter of putting the story together in a logical order.
Check and re-check your work. Any PRs that show potential for being legitimate news stories still have the opportunity to be picked up by journalists, editors and bloggers of various publications. However, if the PR is full of errors, poorly-written and generally tosh, then nobody will want to touch it with a barge pole. Not the public, not the media, not even your own grandmother who’s always been your biggest fan.
Write for your audience. You might not be selling anything, but you still want people to read your work. You need to think about the information that the reader will want. Part of this will come from the 5 “W” questions, but it will also come from the details that you use to answer the questions.
If you get stuck at all, there are plenty of press release examples online that will show you what you should be aiming for. Just make sure you pick a good example though, because there are plenty of horrendous press release examples that are enough to make your toes curl.
Some of the Worst Press Release Examples Ever
To understand the worth of something, sometimes you have to see the worst example ever to truly understand.
Examples of Bad Press Releases
You know when you’re in class, everyone’s reading from the same book and there’s always that one kid that’s on a different page than everyone else? That kid gets every project slightly off skew because they’re always using the wrong information. In school, this can lead to bad marks. In a press release, it can lead to a writer being black listed in the media.
If you’re wondering what bad press releases look like, then here are a few real life examples of press releases where the author has clearly been reading from the wrong page of the ‘how to write a good press release’ book.
Content Marketing Today revealed the incredibly gripping PR about the ‘ACME PRIVATE BANK MOVES TO SEVENTH FLOOR’ that is a real headline for a real press release. Wow. Just wow. The most obvious question here is, “who cares?” Under no circumstances is this considered news to anybody on the planet, which is why this PR can be classed as a fail.
Another site revealed gems such as:
“A Truly Innovative Way to Lose Weight” Breaks the fundamental rule of not pitching a sale to the reader. The last paragraph could have been taken straight from a landing page. Bad, bad, bad.
“Supreme Key used for Grease Removal and Cleaning Services” This one will need to be seen to be believed. The main problem here seems to be the fact that although the words are indeed English, the way they’re put together doesn’t form one single English sentence throughout the whole PR.
For new PR writers, it’s a good idea to look at both good and bad press release examples to gain a better idea of how to do it, and exactly what to stay clear of!
Overall, the humble press release has been used to grab people’s attention and bring companies into the spotlight through factual, newsworthy stories. Journalists and editors all over the world have become accustomed to receiving hundreds of press releases each week, reading through them and picking out those that will appeal to their readers. Press release examples that tick the boxes will be published, and hopefully the company will benefit from the exposure. At least that’s how it used to be.
If you’re marketing a new project, promoting a product, or driving awareness to an upcoming event, learning how to write a press release format is critical. A press release is a treasured tool that, when created correctly, can have a massive impact on the success of your upcoming merger, project, or launch. Unfortunately, however, many writers don’t know how to craft a great press release!
If you’re in this boat, you’re not alone. While press releases are essential marketing tools, they can be difficult to write. Learning the ins and outs of creating great ones can help you differentiate yourself from the competition and make all your marketing efforts more successful – across the board.
Here’s what you need to know.
What’s the Purpose of a Press Release?
Press releases are educational documents that, when done correctly, answer the five W’s: who, what, where, when, why? Designed to inform the press and the public about changes to your company, new and noteworthy products, goods, and services, or major mergers and acquisitions, a press release is a concise, informative piece of media.
Unlike sales copy, press releases don’t try to sell something or approach anything from any angle. Instead, they only lay out the facts, use some quotes from influencers, and move on.
How to Write a Press Release Format: A Step-by-Step Approach
When it comes down to learning how to write a press release format, ALWAYS remember that a press release should be brief, go straight to the heart of the matter, and should contain only the necessary information.
Bear in mind that a press release is meant to intrigue journalists and editors first, and your audience second. The media professionals who will read your press release are not looking for fancy formatting, industry jargon, or shiny graphics. They want the truth, the whole truth, and nothing but the truth. Here’s how to deliver it:
How to Write a Press Release Format: Working from the Top of the Page to the Bottom!
If you’ve never written a press release before, tackling the form can feel intimidating. Here’s a simple, step-by-step breakdown to help you:
At The Top Of The Document
The top of the press release is what people see first. As such, it’s one of the most critical portions of the PR. To make it instantly recognizable, include your brand’s logo and a headline that tells people what the press release is about and what they can expect to learn from it. For best results, your headline should contain target keywords.
Headline. The best headlines are brief and to-the-point. The headline should not exceed 65 characters or else you risk losing reader attention and having the headline truncated by Google. Ensure you capitalize each word in the headline – making exceptions for words that have fewer than three characters or prepositions. While a press release is a more informative document than many you might be used to writing, the headline is no less important. This means attractive, attention-grabbing headlines rule, just like everywhere else.
Sub-Headline/Summary. Your sub-header or summary should be a maximum of two sentences, and should provide a bit more detail about the “meat” of the press release. Again, keep it brief and intriguing.
Contact information. Some press release writers input their contact information directly beneath their company’s logo, in line with the left margin of the document. Others place it after the body copy. This is up to you, just so long as the contact information is highly visible!
Release Date. Release date helps people interpret the relevance of your press release. More recent = more relevant. With this in mind, include the release date at the top of your press release, just below the logo, aligned with the right margin of the release.
Dateline. The dateline tells readers where and when your press release was published. It goes right before the body text and follows this format: CITY, STATE, Month, Day.
The Body of the Press Release
The body of the press release is the place where you can go into more detail about your chosen topic. For best results, you’ll need to use a minimum of 300 words and a maximum of 600 words. While it’s tempting to dive too deep and tell readers everything there is to know about your event, merger, or product, remind yourself that press releases lay out all the needed information, and nothing else. With this in mind, follow these tips for great body copy:
Keep Paragraphs Short. For best results, the paragraphs of your body text should be between 2-4 sentences. No longer.
Include Relevant Back-Up Information. If they’re available to you, use statistics, hyperlinks, quotes from professionals, and media content (like videos and images) in your body copy. This will enhance the reader’s experience and make your press release more valuable.
Separate Block Quotes. If you do use block quotes, separate them to highlight them and draw them out from the rest of the text. To add depth to the press release, pull in quotes that offer a perspective that’s different from the writer’s.
The Boilerplate Information
Boilerplate information lives at the end of your press release and presents information about your brand or company.
Designed to be used in various press releases, and picked up by journalists to provide additional context about your business, boilerplate information should provide some details about who your brand is, what you do, when the company was founded, and where people can find you. Include relevant social media links to connect people with your business across the web.
End Notation
At the end of your press release, signal to readers that you’re all done with the following symbol, centered in the middle of the page: ###.
After that, you can input a final sentence inviting people to reach out to you or your company head with a name, phone number, and email address.
Common Press Release Mistakes to Avoid
No lesson on how to write a press release format is complete without pointing out the common mistakes to avoid. Some press releases are so full of errors it’s painful to look at them. Believe it or not, but bad press releases will do a lot more harm than good. Here are eight common mistakes to avoid:
Using all Capital Letters. Some writers use all caps to emphasize or draw attention to phrases or keywords, but this is poor form. Instead, use standard sentence case throughout.
Syndicating the Press Release. While syndication used to be a popular press release distribution method, it’s died out in the last several years. Today, you’ll have better results sending your press release to local news agencies.
Including An Email Address Within The Body Of The Press Release. If you include an email address in the body of the press release, you’ll put yourself and your company at risk for receiving spam mail rather than relevant inquiries.
Not Spellchecking. After writing your press release, you need to do the following: proofread, re-read, and re-read once more. Submitting a poorly-written or poorly edited press release is a big no-no, and can be a disaster for your brand.
Being Too Brief. While a good press release should be short and straight to the point, being too brief can lead to an unsatisfying experience for readers. Be sure you answer all relevant questions and provide needed details before moving on.
Running Too Long. You should be able to make your point in 300 – 600 words. Longer than this and you risk losing reader attention.
Using Your Press Release to Advertise. Though press releases are great promotional tools, they are not ads. Press releases inform objectively while ads sell.
Using Hype Flags. You may not even know that you are using hype flags in your press release. Hype flags are too-good-to-be-true product and service claims that turn readers off and harm the authority of your press release.
The Outstanding Press Release: Every Brand’s Secret Weapon
The better you get at writing press releases, the more efficiently you’ll be able to help your brand stand out and gain media attention down the road. While a press release can feel intimidating, learning the structure and format of a great press release is just one more thing that will allow you to further your brand and boost your relevance.
Looking for a team of skilled professionals to help you write our press release? Look no further than the professional press release writers here at Express Writers!
Press release examples should be coherent and should tell you exactly what you need to write and where to put it. The press release examples presented here will show you just that.
Press Release Examples: Let’s Begin With Yours
In writing press releases, it is important to keep the language simple and straightforward. Remember that you are writing something that will make a new product or discovery official, and it is something that will be published.
For this reason, the press release should contain all of the information necessary for readers to know what you are releasing.
Never forget the 6 elements that should be present – who, what, when, where, how, and why. Ideally, you should put these in the first paragraph of your press release because you have to assume that readers will not read beyond the first paragraph. Also, it is important to format your press release correctly so that you will not run into problems when publishing. A press release should be ready for publishing, so avoiding grammatical and punctuation errors is a must. Here is the press release example that will guide you.
FOR IMMEDIATE RELEASE
[Put this at the very top of your press release, as in written press release examples, if you want your piece published immediately. It should be flushed to the left, in all capital letters. If you want to wait for a little time before it is published, you can write HOLD RELEASE UNTIL… and then specify a date. This is important, especially if you are launching a product that is not yet available on the market.]
Headline
[Your headline should be catchy and should contain your main keywords, especially if your press release is to be published online. This will help search engines like Google increase your ranking. Your headline should be in bold, but not all caps. Capitalize the first letter of every word, except for prepositions and words shorter than 4 letters.]
Sub-heading
[Again, this should be in bold letters and formatted like the heading. Here, you will guide readers into the press release, following the right press release examples formatting. It varies, because some press release examples do not call for sub-headings at all. Remember to make your sub-headings interesting as well and supportive of your heading.]
City, State/Country- Month, Day, Year– First paragraph
[This part should be in italics and will orient the readers about your time and location. This will also show them that your press release is current and something they should pay attention to. Immediately after the location and date, put a dash and go into your first paragraph. The first paragraph should contain all pertinent information and all 6 elements mentioned above. Again, the style of writing should sound official and be straight to the point.]
Body
[The body of your text should contain all of the supportive data you wrote in the first paragraph. Take note that every paragraph should be no longer than 4 or 5 sentences. Separate paragraphs with a space. The writing should flow like a standard essay, with the first paragraph being like an introduction, and then there’s a body, and finally a conclusion. Make it as short as possible. Keep it to 1 or 2 pages, or else readers will not take the time to read your entire press release. Also, it’s very good practice to include a quote from a credible source in the body. This will make your press release more objective and will tell the readers that experts support your press release.]
Last Paragraph
[The last paragraph should summarize all key points and should be kept short. If you are selling a certain product, include a call to action for readers to buy the product and visit your website. Do not sound like an ad, however, because that will make your press release less credible.]
About
[Company] [This is the section where you will write about the merits of your company. Highlight any achievements that your company has. However, take care not to sound like an advertisement. You can put here the company’s certification, a little bit of background, and some information about your future products.]
Media Inquiries/Contact Information
[Place here the ways in which readers can contact you. You may put your email address, your company’s address, and your company’s website that is linking to the product you are announcing. You can also put your company’s Twitter and Facebook account, if applicable. Don’t put too much personal information, especially if you don’t want the media to constantly call you.
###
[Place the close symbol to alert journalists that your press release has ended. If you want to provide additional contact information that you don’t want to be published, you can place these after the close sign. You can state when you are available for questions and the fastest way to reach you.]
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