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.
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. ✅
[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
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.
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 good to include at least one quote in your article. Don’t quote someone who is overly promotional about your topic — make sure they have good insight, too.
5. Add Standard Company Information
At the end of your press release, add information about you or your company. This is something that journalists will use to get to know you or your brand better. It’s also a good way for them to contextualize your press release and look at you or your company as more credible. Add your achievements here (industry awards, record sales, online features, etc.) as well as contact information so people will know how to reach you if they have further questions.
6. Keep It Interesting
Knowing how to write a press release also means that you understand the value of multimedia. Place pictures, videos and audio in your press release. Not only will this benefit you by letting you be more searchable in Google Images, but it keeps the reader’s interest focused on your topic. Supporting multimedia, such as charts, graphs or actual video and audio will make your page look and feel more interactive. Above all, knowing how to write a press release means you understand how to keep it engaging.
7. Distribute Properly
The first step in reaching your target audience is knowing the “who/what/where” when distributing your PR. Don’t be out of scope with the type of media you’re trying to reach. There’s no way, for example, that a magazine focusing on cars will publish your press release on the latest and greatest in makeup.
It’s important to know who you’re writing for and why. Of course, it’s understandable to want your press release to reach a wider audience, but you have to place that into context. Don’t over-reach your audience or else your press release will just end up in the reporter or journalist’s recycling bin.
Your Next Press Release? Handled.
Knowing how to write a press release is a handy skill for anyone in business.
The keys to remember:
Never forget the value of excellent content and good grammar. Bad grammar will make you look less credible and it will decrease the chances your press release will be published.
Mind your structure and audience. There’s nothing reporters or journalists hate more than irrelevant news.
Don’t have the time or skills to write a press release, but need one ASAP?
Express Writers has bonafide press release writers with backgrounds in journalism at your disposal. Hire our team to get a professional, targeted, engaging press release news outlets will pick up.
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.
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.
Let’s dive in and explore the anatomy of amazing press releases.
Press Release Structure
Follow this roadmap to build a solid, professional press release from the ground up.
Step 1: Craft a Headline That Pops
Killer PR headlines are eye-catching, relevant, and to-the-point. Let’s explore three samples of press release headlines from 2020.
Netflix nails it with this release for Bert Kreischer’s new comedy special. It’s intriguing, edgy (which follows Kreisher’s brand), and primed for social media.
Lego’s headline uses wordplay to put a brand-specific spin on their product launch PR.
Adobe cleverly shifts the focus to celebrating a well-loved product while introducing new and revamped features as a “gift” to Photoshop fans.
Step 2: Lead With the Crucial Facts
In the age of clickbait and misleading articles, new writers risk picking up bad habits.
To avoid this, stick to the inverted pyramid. Not familiar with this journalism standby? This checklist will put you on the right track to writing a good press release.
Most Important Details – Answer who, what, where, when, and why.
Supporting Details – Carefully chose quotes and stats.
More Information – Adda boilerplate and contact information.
Take NASA’s recent press release as an example. They hit all 5 W questions without wasting any time:
Who: 12,000 applicants
What: Applied to become astronauts
Where: Every US state
Why: Selected astronauts will explore the moon and their research will be used for future human missions to Mars.
When: New astronaut candidates will be introduced in summer 2021.
Step 4: Show Your Authority With Stats and Quotes
Microsoft recently partnered with C3.ai and leading universities to create a consortium dedicated to AI research. This high-level, complicated endeavor is brought to the publicly relevant level through an emotionally-charged, authoritative quote. “I cannot imagine a more important use of AI,” C3.ai CEO Thomas M. Seibel says.
A rule of thumb when choosing quotations: use it to drive your story forward, and be sure to stay true to the voice of the quoted person.
Pampers uses stats as a driving force to announce their partnership with Shay Mitchell and Chrissy Teigen, who led an Instagram mom-chat. By pushing stats to the forefront, the personal anecdotes from both actresses are transformed into a positive response to Pampers’ initiative.
Step 5. Make It Easy for Readers to Follow Through
By now, your readers are hooked, excited, and eager to act. Want to hit your brand goals? You’ll need a call-to-action. Skipping it can mean reduced ROI, whether that means sales or engagement.
Take your CTA to the next level by adding direct action verbs, as Old Spice does here:
Their goal: announcing new products. Why it’s awesome: they bring back a beloved marketing campaign and release new products through storytelling. By giving readers a chance to Tweet their glee, the news stays upbeat and spreads organically.
For a more traditional CTA format, check out how McDonald’s uses curiosity to drive action.
Step 6. Keep it Concise
“Brevity is the soul of wit (and engagement),” Shakespeare wrote. OK, maybe we added “engagement”, but it’s still essential advice for writing effective PRs. Restrict yourself to 1-1.5 pages (about 400 words max). Remember, journalists often only read through your first paragraph and skim the rest.
The main takeaway: push toward your PR’s goal, then get out. Save the purple prose for Shakespeare.
Step 7: Use AP Style
Make it easy for the press to print your PR by writing it in AP Style. It’s standard at most news organizations, which means if your PR isn’t AP-ready, someone has to rewrite it before printing. Unfortunately, that can be enough for journalists to hit the “delete” button.
Not sure if your recipients use AP? Consider creating two versions. This will double as an A/B test, too.
[bctt tweet=”To be a real winner, your press release must be concise, properly formatted, authoritative, fact-driven, and more. Learn the essentials of press release structure via @JuliaEMcCoy ” username=”ExpWriters”]
Ready to take your press release from boring to brilliant, but not sure where to start? Check out our journalist-written press releases.
Write a Jaw-Dropping Press Release
It’s time to put your new skills to the test! You’ve got all the tools to start writing epic press releases that get results.
Prefer to leave it to the pros?Learn more about how our on-staff journalists craft all-star PRs by visiting our Content Shop.
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 theright 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.
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 is read. So if some of the facts that will essentially clinch the deal are left to the end of the piece, they may never be seen. Nor might your app.
