press release tips - Express Writers

How to Write a Press Release: 11 Tips to Fresh Copy

January 10, 2024February 7, 2023 by Korilynn V.

How to Write a Press Release (Featuring 5 Samples)

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 … Read more

How to Write a Press Release (Infographic)

January 17, 2022July 6, 2021 by Adam Oakley

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

15 Rookie Press Release Mistakes (And How Pros Avoid Them)

September 14, 2022May 4, 2020 by Adam Oakley

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. The takeaway: craft an intriguing, relevant, and to-the-point headline. Make sure it’s immediately clear how your news engages your target audience. 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. [slowly bangs head against counter] https://t.co/UMJcM9MXA4 — Steve Cavendish (@scavendish) April 7, 2020 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) … Read more

How to Write an Epic Press Release: The Ultimate Beginner’s Guide

January 1, 2021April 28, 2020 by Adam Oakley

This post was originally published in October, 2013 and completely updated in April, 2020. Let’s face it. Some press releases are anything but epic. Flavorless headlines and dry, unemotional storytelling can fumble a potentially great PR. If you’re new to PR writing or looking to boost efficiency, templates are a dependable solution. However, relying too heavily on a standard copy will leave your PR sounding bland and cold. So what’s the secret ingredient that makes your reader’s jaw drop? How exactly do you write a good press release? Newsflash: there’s no secret. Like all great writing, it starts with hooking your audience. [bctt tweet=”Like all great writing, a press release starts with hooking your audience. Get more tips AND a fill-in-the-blank press release template right here ☑: ” username=”ExpWriters”] Who is a Press Release Written For? A PR is your direct line to journalists, influencers, and news editors. They receive a deluge of emails every day, so they only read the best PRs. Unfortunately, if yours isn’t up to snuff, it’s likely not even opened. Want to write PRs journalists can’t resist opening? Make sure your PR hits these three points: It’s relevant. Your content is newsworthy and cutting-edge timely. It’s straightforward. Your formatting is consistent, clear, and ready to print. It’s juicy. Your story is engaging and gets people talking, which results in increased ROI. Types of Press Release (And What a PR Can Do for Your Brand) In this ultra-digital era, brands can tap into countless channels to announce innovations to the public. So, are press releases outmoded? No way! PRs are still one of the most budget-friendly ways to hit diverse brand targets and gain news coverage. Check out these 5 examples of press releases from 2020 to see what your brand can do with a PR. 1. Shine a Spotlight on New Products and Services Apple is constantly innovating, so to foster serious buzz for the iPad Pro they make sure to announce cutting-edge new features. It’s a stellar example of how to write a press release for a product. Here’s why: it’s social media-ready, with plenty of images and to-the-point details. Consider using this press release as a sample for your next product launch. 2. Highlight How Business Partnerships and Developments Connect to the Public Google’s short and direct PR announcing a new business partnership is ready to be published as-is. By emphasizing fan experience, Google and MLB keep it hyper-relevant to the public. 3. Reveal Events From conferences to concerts, 2020’s events are going virtual. Social Media Week is no exception – they created #SMWONE and used this PR to announce their agenda and speaker lineup. It’s a solid example of how to write a press release for an event, even the way we host events is changing. In true SMW fashion, they keep it fun with emojis, hashtags, and plenty of ways to share. 4. Build Brand Awareness and Bolster Reputation PRs help new brands cultivate a name for themselves. They’re also integral for pivoting from a social media snafu (it happens). For research-driven organizations, PRs can announce new studies to show authority on a subject. Cisco’s summary of their Digital Readiness Index works on several levels: it displays social responsibility, demonstrates industry leadership, and provides an opportunity for backlinks. 5. Beware the Bandwagon In the thick of the COVID19 crisis, this is one aspect of PRs we can’t ignore. Journalists’ inboxes are stuffed daily with brands eager to weigh in. Whether well-intentioned or opportunistic, this type of behavior isn’t new. However, it’s more concentrated than ever before, causing facepalms and frustration across Twitter. It’s enough to make any company wary of sounding tone-deaf, but KFC gets it just right. Partnered with non-profit Blessings in a Backpack, KFC’s PR focuses entirely on supporting food-insecure children. Here’s why it works: it’s 0% focused on selling. Getting It Right the First Time: A Checklist for Beginners Wondering what to include in your first press release? Use our sample press release template below to check you’ve covered all the key elements. It’s especially well-suited for traditional press release distribution services, such as PR Web. Building your own media list? Check out our distribution guide for new press release formats for 2020. Fill-in-the-Blank Press Release Template [PRESS RELEASE] [SUMMARIZE THE TOPIC OF THE PRESS RELEASE IN AN EYE-CATCHING HEADLINE] [Provide Key Additional Details in the Subheader. If the Headline Reframes News to Amp Up Excitement, Here’s Where You Can Be More Direct] [DATE AND LOCATION] [This first introductory paragraph contains the most important information in the PR. It answers who, what, where, when, and why.] [Give secondary details in the next paragraph, if necessary.] [In the body copy, include authority quotes and stats. “If your organization has a chief spokesperson, remember to name them in full and give their job title,” said Jane Doe, CMO of XYZ Company.] [Next is the boilerplate. It’s a precise about section that gives insight into your organization.] [Include your press contact details last.] ### = Bold and centered, these three pound signs signify the end of your PR. How to Format Your Press Release Should you use Word or submit a PDF? A quick perusal of 3 press releases from major companies reveals that in 2020 PR writers: 1. Provide Several Formats Chipotle’s PR keeps it professional by offering PDF and print format. For larger publications, RSS and email buttons make sharing easy. 2. Don’t Embed Images in the Document Providing downloadable images makes your PR easier to copy-paste. By making them available in several formats, you’ll reach a wider array of journalists. 3. Write With Copy-Paste In Mind Disney’s recent news is a great example of a good press release headline. Here’s why: it’s direct, relevant to the reader, and primed for Twitter. Looking For More Examples? For more killer PR samples, check out this Google Docs press release template. If you’re writing a more traditional PR, the American Library Association provides a useful sample press release pdf. … Read more

How to Write a Press Release for an App

January 1, 2021December 10, 2013 by Adam Oakley

Why would you want to know how to write a press release for an app? Because this gloomy scenario is all too possible without a good press release… How To Write A Press Release For Your Awesome App Blood, sweat and tears have been spent on developing an app. It’s the most awesome app in the world. But nobody uses it, because they don’t know about it. Press releases have been around for years. They’re one of the oldest and most favored ways for companies to inform the public (and potential clients) of newsworthy happenings in their company. Content marketing and social media marketing have been taking the spotlight recently when it comes to promoting a new product. Yet by tweaking and adjusting the traditional press release, your mobile app could receive top reviews and write ups from some of the most influential voices in your sector. The question isn’t simply how to write a press release for an app. The question is how to write a press release that gets noticed by the right people. A good press release looks at the “who, what where when and why” of the app. These are questions that you will undoubtedly have thought about in relation to your audience. But in order to write a stellar press release, you need to examine the same questions. What What are you doing? You’re sending a press release to communicate with the world that you have a new app or have made changes to an existing app. This is news and should be written in the style and tone of a news article. Who Who are you sending the press release to? The beauty of a press release is that it can be ultra-targeted. It’s a good idea to make a list of the names of different journalists and bloggers who will be interested in writing about your app. Where Where will you be sending the press release? While press releases are somewhat of a traditional form of promotion, they are able to reach a wide audience. Not only can you focus on newspapers and magazine editors who might be interested in your app, but you can email sites and online communities too. There are a number of free sites that accept press releases. It’s also worth looking at location. If your app is useful to local businesses in your area, an obvious option would be to email editors of the business section for the local papers. When When is the best time to send your press release? This is completely up to you. You could send it on the release date of your app or before. Sending the press release before your app launches can help to cause hype about your app before its release. But remember to include the words “under embargo” to let people know that your app isn’t available for download just yet. Why Why are you writing a press release? You’re writing it to share information about your new app with the world via traditional and non-traditional media channels. Once you have the answers to these questions set firmly in your head, you can begin to understand how to write a press release for an app. Press releases are not Ezines or blog posts, and the rules to what makes a good press release and how it should look are fairly similar across the board no matter what vertical your app falls into. The best approach to have when writing a press release is to keep things direct, to the point and uncomplicated. This counts for everything from the formatting of the press release right down to the style and tone of the piece. Fluff, hype and shameless promotion do not belong in the press release. Only the facts will be told, nothing more and nothing less. A good press release consists of three main areas: 1. Headline and introductory/tagline This should be captivating enough to pique the reader’s interest and make them want to know more about your app. Once they are interested, they should be impressed enough to want to use, review and write about your app. But remember; no hype. 2. Main body Here is where you describe the features and benefits of your app in more detail. Remember to use as much factual evidence as you can gather and present it in a way that is easy to understand. 3. Contact and information At the end of the document you should include a little background information about the company and include contact details. Some key points to remember before you send your press release are: Check, check and then check again (and again) – A press release full of spelling and grammar errors will at the very least irk the writer who is expected to review your app. At worst, they could put you and your company and all of your future apps on their very own mental block list. Not exactly a great way to celebrate the launch of your shiny new app. You’ll also need to check that you’re not waffling at any point throughout the press release. Long press releases are often discarded, and as a rule, it’s best to keep all information on one page, two at the very most. Lay everything out upfront—include the press release in the body of the email. Many companies actually have policies preventing them from opening attachments. Others simply find the extra click too much like hard work when they’re receiving (and binning) a multitude of emails every single day. Have your information laid out easily in the body of the email with an attachment as well so the journalist can skim the content and save the attachment if they like it. First come, first served – All the most important information needs to be right up at the top of the document. First paragraph should include the most important facts about your app. Not all of the information presented in a press release … Read more

A Comprehensive PR Writing Guide with Press Release Examples

January 1, 2021December 9, 2013 by Adam Oakley

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. 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 … Read more

Content Strategy Tips: 6 Ways An Amazing Press Release Works

January 1, 2021November 8, 2013 by Adam Oakley

Have you ever wondered what sets a press release apart from an ordinary article? What makes them so special and how do you format a press release to serve its purpose? In order to achieve the goals set forth by a press release, it can be helpful to know what it is supposed to do in the first place. While there are many good press release examples, there are also plenty of poorly written ones. A Press Release: The Start Of An Amazing Content Strategy When writing a press release, there are several goals you should keep in your mind in order to stay on course with the word count and purpose. 1) Write the Right Type of Headlines. Too many times a writer may say something like, “Samsung to Unveil a New Product” and while that title isn’t the worst title ever, it doesn’t draw the reader in. What if the reader doesn’t recognize Samsung as a provider for the electronics they use? You may encounter people who will associate Samsung with TVs but in reality, you are writing a press release for an innovative new phone. The audience will glance over the release and move on if they are looking for a new phone. Try a headline like this instead, “Samsung Launches never before seen Features in a New Phone.” This type of headline gives the reader an exact idea of what to expect when they continue reading. 2) Provide the Necessary Info Quickly and Succinctly. No guesswork and no digging. You wrote the press release to disseminate information, yet sometimes the press release can leave the reader wondering where to buy the item, when it will be released, what to expect, and even who is responsible for the release. This works for the release of a new item, opening of a new venue, and even the announcement of a new hire. Maintain the fine line between giving away all the information and luring the reader in to read the website, in depth feature list, and obtaining more information. You want the reader to be alerted to the news item but to also desire to find out more. According to several journalistic sites, the shorter the press release, the better. Keep it under 400 words. In fact, you will probably be forced to narrow it down if it comes in over that word count. Short and sweet will get the point across and not consume the reader who just wanted to know the quick version of the news. 3) Make it Fun! When constructing a press release, it is vital to keep in mind the purpose is to release news, but the balance between interesting and professional can be met when you learn the correct way. A fun headline, quirky quotes, and even humor about the past can bring the audience into the story in a humorous manner. Consider writing a headline that twists the words around to create an angle that will be clicked on such as: “Brave Mountain Lion Fends Off Group of Hikers” instead of “Hikers Injured Fleeing from Mountain Lion.” There are other examples where the author has sensationalized the headline a bit but the article itself still has the facts and necessary points to make it a worthwhile piece. Check out some of the controversial and eye-grabbing headlines on the Mirror. 4) Create Headlines, Sub-headlines, and Other Techniques To Help The Reader Skim. Not only will this help the reader glean the necessary information, but also it can give the reader a quick idea if this is an article they really want to read. With so many authors writing misleading headlines, the sub-headers can assist in the overall goal of the piece for the legitimate press releases. By making the release digestible for the reader in a tablet form or even on a cell phone screen, you are ensuring the maximum amount of exposure. When was the last time you got a link for an interesting article, clicked on it through your phone, and closed out of it based on the fact that your screen was full of text that didn’t let you scroll through it quickly? 5) It Should Be Worthwhile Reading. The Internet is not called the “Information Superhighway” for nothing! It isn’t called the little dirt road of information but rather denoted as the biggest mode of transportation, and your press release can get lost in the midst of all the options. Not only will there probably be other articles on the same topic but some will have graphics, charts, and crazy pictures to go with it. What will yours have? If a reader can get the main idea through skimming bullets, headers, and quotes, your press release can be the one referenced in their encounters throughout the day. Not only will they use your information and possibly spread your link, but you can have the satisfaction of knowing the public is learning about this news worthy item through your work. 6) Quotes! Use quotes—but only the ones that matter. If the company is opening a new store, hiring an exceptional new employee, introducing a new product, it is safe to assume they are happy with it. So by stating the obvious, “the team is happy with the news,” you are wasting good space and the reader’s attention. Would they really be announcing the news if they hated the new hire or were embarrassed by the new release? Probably not, so steer clear of the obvious so as not to offend or annoy the reader base. You’ve probably read some great press releases examples in your search on the web. One of the best ways to create that catching piece is to go back and read the ones that caught your eye. What was it that made you continue reading? The title, the headers, the pictures, the easy to understand terms, or the way the reader engaged you throughout? By emulating those features, you can write an outstanding piece with … Read more

Can A Press Release Still Benefit in Today’s SEO?

January 1, 2021October 26, 2013 by Adam Oakley

Back in the day just about everyone had a press release. In fact, a lot of companies abused the value of press releases by “releasing” anything and everything — whether it was truly newsworthy or not. But, when Matt Cutts, the head of Google’s webspam team, announced that PRs won’t help SEO ranks, website owners went into a panic. Now business owners and other professionals are worried the time and resources they put into press releases won’t do them much good anymore. Or will it? Press Release, SEO, We Think So. PRs Back Then Back in the day, before Panda, PRs were miracle workers. Search engines indexed press release distribution sites higher and links from those sites helped boost SEO ranks, according to AuthorityLab.com. As more SEO experts caught onto this nifty trick, press releases were exploited. The number of useless, copied and poorly written news releases on the web grew exponentially. Think of the last time you searched through a PR site. How many newsworthy pieces were there versus useless junk? You can thank that exploitation for all of the useless posts. So, is this why Google is telling you press releases are worthless today? Not necessarily. While there is some truth to what Google has to say about press releases, there are a few details they’ve left out. Don’t Use Press Releases as a Sole SEO Tool — It Won’t Work PRs today are about the news — not quick distribution of keywords and links. When you publish a release for your company and/or website, it should talk about newsworthy content — such as a company promotion, new product release, sale coming up, etc. Press releases are, however, searchable by Internet users looking for a particular topic, industry, company or product. So, they can still boost your SEO, but if you send out hundreds of useless press releases you’ll get back little to no results for it. Yes, You Can Still Link Up Press releases can still have links, but the number of links and what’s considered safe is still up for debate. You should, however, include one to two links back to your website, blog or product, according to Cheryl Conner in her article on Forbes.com. If you’re going to put links in your news release you need to do so strategically and when it’s contextually necessary. Don’t just add your link randomly; instead, add it where it makes sense to add it, and where the reader can benefit from the link being there. How Press Releases Have Been Effected The Panda and Penguin releases have taken their toll on traditional press release SEO, but SEO specialists still report higher rankings with the use of effective newsworthy releases. PRs, however, don’t have the same short term effects they used to have; instead, are used for long-term benefits. Go Big or Don’t Go At All If you’re going to write a press release, write a high-quality, relevant one. Most companies ignore how critical the PR process is and they waste money on low-quality, useless writing attempts. Press releases are still successful, if you’re willing to invest in them. Press releases, according to SearchEngineWatch.com, fuel the fire for social media. They encourage engagement and social interaction and can be used as a launching pad for company information. Press releases are all about getting the message delivered to the audience, encouraging clicks to outside sites and increasing social sharing. So, if you’re going to spend the money and take the time to make a press release, it needs to be something people: Want to read Want to share on social media Want to click and learn more about Before you release your press release, make sure it’s well-researched and creatively written. A quality press release is something that: Is newsworthy and something that must be announced Isn’t selling someone something, but still has a purpose or call-to-action (i.e. follow on social media, visit the website, contact the company, etc.) Doesn’t focus solely on keywords Is authoritative and pleasant Is written in a professional, journalist style Press Release Reality Check Now that you know the PR is still valuable, it’s time for a reality check. While press releases encourage visitors to click through and can increase traffic, that’s not their sole purpose. They help increase your company or brand’s social exposure and they increase user experience. Press releases build your company or brand’s authority and reputation and they inform your audience on what’s new. Press releases, however, cannot do everything. They’re not meant to make inbound links nor should they be your only SEO marketing tool. If PRs are part of your link building strategy, you’ll be disappointed in their limited (or nominal) results. And, lastly, press releases are not meant to target or increase SEO based on keywords. Google might have limited what press releases can do, but one thing that is for sure is Google didn’t limit the impact a quality press release can have on your company or brand. Reasons Why Your Press Release Isn’t Working These days’ news releases are just a way of life for companies and brands. Hired someone new? Distribute a press release. Have a new product? Get a press release. Planning a sale? Well, everyone wants to know about that. You might be thrilled about your newsworthy content, but if you don’t write a quality newsworthy release, your news isn’t going to attract anyone — including those who might actually be interested in what is going on with your company. The reason most press releases flop is because the person writing a press release doesn’t understand the difference between a press release and a general blog post, article, or social media announcement. Press releases are: Created to inform the public about an event, product or something that has occurred in your company. Written in a concise manner that gets to the point and doesn’t drag on with useless sales content. … Read more

A Few Tips in Press Release Writing: Precision in your Boilerplate

January 1, 2021October 25, 2013 by Adam Oakley

A boilerplate is a succinct summary of your company that is included in every press release. When you decide when to release a press release, it is imperative that the boilerplate embodies everything you want your target audience to know about your company. It is basically a one-paragraph-version of your mission, vision, and about-us page. Press Release Writing Tips For Your Success According to the University of Washington’s listing of the essential parts of a press release, your company or organization’s boilerplate should be used in all publications you circulate, and it should be strategically written. The first impression your company projects to a person unfamiliar with what you do depends on how well the boilerplate was written in these publications. So how exactly can you come up with a strategic boilerplate that reflects everything good about your organization when you release a press release? Read on for some tips. Remember: Press Releases are Formal Journals The first press release was printed out on the New York Times in the early 1900s. Unlike now where your press release can be read by your target audience seconds after it is posted in the Internet, print media dominated the early days of press releases. This means that essentially, every press release is a publication written and edited by a professional journalist released through the press via newspapers. It is sometimes easy for companies nowadays to forget this fact because of the ease by which information can be created and shared through the Internet. So the first thing you have to remember for you to be able to write a succinct boilerplate when you decide to release a press release is this: write using professional journalistic styles. Be Objective When Writing Your Press Release’s Boilerplate When you are writing about yourself, it is very hard to be objective. Of course it isn’t a bad idea to let people know your skills and everything great about you, but you don’t just go ahead and say, “I’m the most skilled in my niche. With my track record and experience it’s no question that I’m your best choice!” to every potential client you meet right? The same is true in the process of writing a boilerplate every time you release a press release. Be as objective as you can and accurately list your company’s achievements, goals, and expertise by presenting your credibility with minimal to nonexistent egoism and sales lingo involved. Focus on your company’s unique qualities and write your boilerplate using adjectives and phrases that don’t imply false greatness; a common mistake made by organizations who think too much of selling themselves when writing their boilerplate. Facts are Your Friends For your decision of when to release a press release to bring in great responses from your niche, keep in mind that facts are your friends. Your boilerplate should revolve around verifiable information about your company, products, or services. Exaggeration is a no-no when you are writing your company’s boilerplate. When a potential client reads about you and does his research of what your company is all about, he should be able to verify all the information written in your boilerplate. As previously mentioned, a boilerplate holds the first impressions of your company to potential clients. Have you ever heard of the forked tail effect and the halo effect? These are psychological concepts that indicate how people perceive you from the first meeting: either in a negative light or a positive light respectively. Who holds a pitchfork and has a tail? On the other hand, who sports a halo and has wings? You’d definitely want your company’s first impression to be associated with the latter. Include only the verifiable facts about you and your company to avoid misleading your readers. Doing so will equip your boilerplate to bring about a halo effect whenever you release a press release. After all, if the first impression your boilerplate, and your press release as a whole, gets is a forked tail impression, you’d have to start from the beginning and re-think your strategy. Better to tread carefully and write a factual boilerplate than go through that don’t you think? Remember: Statistics Change If you want to include numerical data in your boilerplate, go ahead and do so. It’s good to have a well-written boilerplate you can use it in every type of publication about your company, but if you included some numbers in there, be sure to review it periodically. Whenever you decide to release a press release, remember to check if the statistics you indicated in the boilerplate are still accurate. Are you still operating in 9 locations? Are all your products or services still available in specific divisions? Statistics change, and so should your boilerplate if it has them. Use Major Keywords in Your Press Release’s Boilerplate If you can’t decide when to release a press release because your boilerplate seems incomplete, think back on the most basic components of publications: words. Write your boilerplate using words that can relay what your company stands for and what you do in a single line or phrase. Distinguish the core function of your company and find the keyword that can accurately encompass that function, and then go from there. For example, if your company offers business-consulting services, write the boilerplate in your press release describing yourself as a “business consultant.” Work from there and include other ways of referring to your services like “business analysis” or maybe “business process specialist.” In any case, if you are a masterful with your craft and niche, knowing the best keywords to include in your press release’s boilerplate will come with ease. Before deciding when to release a press release, keep these things in mind to come up with a concise but effective boilerplate about your company. Write information about your company formally and objectively. Use keywords and verifiable facts to present your credibility, and stay on top of things to ensure that your boilerplate is accurate in every statement. When … Read more

When to Release a Press Release for High Response

January 1, 2021October 19, 2013 by Adam Oakley

Timing matters in love, conversations, and in PR distribution strategies like deciding when to release a press release. What you want is to be at the top of the inbox the moment a news editor sits down to begin his search for the newsworthy. When asked when to release a press release, we always say there is no guarantee, but you can increase your chances by making sure your perfectly-written PR is not buried under loads of spam. 10 Factors To Consider When Strategizing The Best Times To Release a Press Release Let’s start our discussion on when to release a press release with a couple of fast facts about editors (your first audience). The information below may seem obvious and silly, but they will impact your PR distribution strategy. Most people, including editors, are at sleep at 4 A.M. People don’t check their emails and read PRs while driving. Very few check their emails while they are eating. Sunday is a rest day. Other countries may be in different time zones. People hate working at the end of the business day, which is sometime between 6 P.M. to 8 P.M. People check their email first thing in the morning, but not before they’ve had their first cup coffee. Holidays are not business days. People love holidays, so they think about holidays the day before holidays. Most people are asleep by midnight. If they’re not, they’re doing something more fun than reading PRs and checking emails. The best tips on when to release a press release are the painfully obvious ones, and the same is true when deciding when to release a press release. If you were an editor, on what day and at which time are you likely to be checking your email in search for an interesting new story? In strategically planning when to release a press release, remember that editors usually begin the business day by checking emails, but if you send your PR too early, expect to be outranked by other emails within an hour. Entrepreneur writes that 23.63% of all emails are opened one hour after they are sent, and the rate drops as the minutes pass. This tells us that very few editors make the effort to dig into the bottom of the pile. You should be distributing your material within the hour that it is most visible to your target audience when strategizing when to release a press release. The same Entrepreneur article adds that 8 to 9 in the morning is when click-through rates are at the highest. This is an advice that GetResponse echoes so 8 A.M. to 9 A.M. is a pretty safe period when to release a press release. Distributing a PR sometime before 9:30 A.M. is especially critical when you are writing a material that impacts stocks trading. You have to be able to send it in before the Wall Street bell rings. Is there an ideal day when to release a press release? Definitely. Editors will check their emails all throughout the business week, but you should try to avoid three things: 1) Heavy communications traffic 2) Holidays in other regions which you may not be aware of 3) Days when editors and virtually all types of workers are eager to skip out Mondays are busy days for everyone, not just editors, so prepare to be elbowed out by a ton of competition. Because of the influx of all types of communication on a Monday, working people have developed the habit of cleaning out their inbox on this day. If your PR title and email subject are not as strong as they should be, there is a greater chance of your work ending up in the virtual trash bin. So Monday’s not exactly the best day when to release a press release. The problem with Fridays is that most people are thinking “Thank Goodness!” TGIF. In their eagerness to end an exhausting week, most editors are not keen on going through a long roster of PRs. In the case of paper publications, press releases picked out on a Friday are published in the weekend edition, so that’s not an ideal situation either. Saturdays and Sundays are slow days for press release engagements. Unless you historically have a high success rate on weekends, don’t go for weekends in deciding when to release a press release. Finally, you have to take note of all the holidays that might affect your PR distribution strategy. In deciding when to release a press release, you should avoid releasing PR the day before a holiday and the holiday itself. The key is to catch editors when they are in work mode, which means they want to seek out great and informative PRs to publish. On holidays and the day before one, people are thinking about rest and recreation, and quality time with their families. So even if you have a brilliantly written PR, your target is just not in the mood for it. Include international holidays in your Smartphone or computer calendar so you get instantly alerted as you decide when to release a press release. Especially if you are targeting a global audience, you should be aware of time differences and special holidays. What time is it in London? What day is it in China? Deciding when to release a press release also involves studying business schedules in other regions not just your home city. The consideration when to release a press release has become an integral part of PR distribution especially now that competition is tough and audiences are global. If you don’t develop a keen sense when to release a press release, your well-written PR may never get the attention it deserves. Timing may not be everything in love, and conversations, but in PR distribution, strategy is everything in knowing when to release your press release. The best pointer on when to release a press release is to religiously track your own success, and … Read more