press release writing - Express Writers

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

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

10 Benefits of Press Release Writing For Your Business & Brand

January 9, 2024October 8, 2015 by Adam Oakley

Picture this: You have tons of amazingly creative ideas and are starting (for real, finally) your new business. Or, you’re launching a book, or even a new service inside your existing company. You might be able to pull a few strings to get an event going to celebrate your achievement, put out a blog or video about it. Then, you start listing all the things you need, and press coverage comes up as your biggest challenge. It’s easy to imagine the next part. You have (almost) no money left and absolutely zero ties with bloggers and journalists. So now what? 10 Advantages That Press Release Writing Will Help You Unlock You might be asking yourself: How am I going to get press coverage? How could I share my news with the whole world without depleting what’s left of my marketing budget? All the best answers point in the same direction: press release writing services represent the key to efficient and affordable self-promotion. Press releases deliver exceptional results for virtually any business, regardless of its size, profit margins, profile and industry; which means that this type of content could also work like magic for you. This brings us to the next question: what exactly should you expect from world-class press release writing services? Here are the 10 main benefits of press releases that are constantly witnessed (and appreciated) by our clients. 1. Instant Exposure As a small or medium business owner with limited resources, how could you spread the word about your company and products in the most effective manner, without breaking the bank to reach your target? Because you know that content is king and distribution is queen, you want to bet everything on stellar copy that will sweep your potential buyers off their feet and make them daydream about your merchandise and talk about it in their sleep. In this moment, the question that you should ask yourself is this: how do you choose the right type of content and distribution services to achieve this specific goal? On second through, why choose when you can benefit from a complex content strategy based on an ideal combination of expert articles, blog posts, killer landing pages and press releases? Each type of content plays an important part that you simply can’t afford to ignore. For instance, while landing pages help you introduce your brands and goods to the world and convert leads into customers, blog posts allow you to establish a more personal connection with your readers, by answering some of their most burning questions, offering advice, expressing your expert opinion and sharing your insight with your audience. On the other hand, press releases let you build trust and authority on different fronts, by stimulating journalists and media outlets to cover your story, and also by giving your prospects a new reason to visit your store, land on your website, find out more about your most recent accomplishments and try, buy and spread the word about your new product or service. 2. Increased Sales Potential Aside from bringing credibility and allowing you to stay in the public eye, press releases can also boost your profit margins, by highlighting the most remarkable key benefits and features of your products that position your merchandise on top of any other alternatives currently available on the market. You may feel the need to write and distribute press releases on different occasions, to announce a series of achievements, such as new technological developments, a product or service launch, a new partnership with a prominent company, a milestone that you have just reached or new acquisitions. Each event that we’ve mentioned is newsworthy enough to command attention and put you and your business into the spotlight for a certain period of time. While the effectiveness of press releases can be difficult to measure, given that you can’t know for sure how many journalists have actually picked up your story and how many people have purchased your products as a result of this increased exposure, it’s safe to say that this type of content can be used to refine your message, get ample press coverage and explore an easier path to convince your potential buyers that what you’re selling it worthy of their attention, time and money. 3. The Chance to Boost the Effectiveness of Your Marketing Plan Recent statistics unveiled by MarketingProfs indicate that 71% of all B2B marketers count on content marketing to generate new sales leads. This sounds amazing, but what if we told you that you could actually up this percentage by using every single tool in your content marketing toolbox to enhance your online visibility, become more popular and make more money? Press releases represent an exceptional, incredibly affordable marketing addition that you should add to your campaign. You simply cannot go wrong with these tools because they are designed to be controlled by their creators in terms of targeted audience and message. 4. The Opportunity to Brand Yourself as an Industry Expert Press releases are a great way to build trust and credibility in your field of activity. An excellent PR campaign will offer you the chance to brand yourself as a high-authority artist/business owner and underline the unique attributes of your products. 5. Increased Traffic to Your Website According to the data shared by ereleases.com, 80 million people worldwide go online daily, looking for unique insight and exclusive stories. This impressive number reveals just how important it really is to use every trick in the book to push your feature to the top of your prospects’ newsfeed and boost your exposure. Using press releases, you can do that, while also including one or two links to your blog or website, to guide your reader towards other platforms where you promote and sell your goods. As Lisa Buyer from Search Engine Watch points out, while Google has stopped companies from squeezing valuable link juice from press releases by implementing penalties for shady, manipulative link building strategies, a more traditional kind of PR … Read more

15 Tips for Writing a Great Press Release

January 1, 2021June 11, 2014 by Adam Oakley

Awesome content is involved in writing a great press release: from the newsy headline to the text body that gets read, quoted and shared by interested news audiences. All too often, businesses and brands have neglected these useful tools. In The Power of the New Press Release, we recently discussed what exactly a press release is, what an amazing PR includes and why you should invest in well written releases. This blog delves a little deeper with the current rules involved in today’s successful press releases, and how to come out on top if your goal is writing a great press release. 6 PR Writing Do’s for 2014 According to PR News Channel, “for businesses looking for a different way to utilize the Internet and create an online profile, a press release can be a great way to spread news about your company, business, product or service.” Sounds great, right? The problem is that all too often people go about writing a great press release incorrectly. Somehow they miss the Do’s and do the Don’ts. Do write for people, not search engines. We’ve seen a lot of articles talk about writing PRs for search engines, but this tactic changed in 2014. You see, in 2014 the world of SEO evolved. The focus is now on quality content written for people, not search engine crawlers or robots. If you write with your audience in mind, crafting a piece of copy people will want to read and share, search engine indexing will come naturally without any fuss. Do optimize for keywords without optimizing. Wait, what? I know, it sounds redundant. But it works! It’s fine to have a keyword or two (even a keyword phrase) in mind. Imbed it in your copy by inserting it where it naturally (and logically) belongs. Never, ever force a keyword or keyword phrase. If it doesn’t read smoothly and logically, it will hurt versus help. Do link to relevant web spots. You’ve no doubt heard of backlinking. Linking to relevant web spots (blogs, articles and content) by using words that accurately describe your company’s product or service will cause search engines to associate those words with your website. Do link to social media. Use your press release as a window to social media. Link it to your Facebook and LinkedIn pages. Ask your audience to follow you and like your posts, including your press release. Don’t be afraid to ask them to share it as well. Do include quotes. Writing a great press release involves personalization. It’s important to give the reader something memorable that they can connect to. Quotes are perfect for achieving this, and they even build relevancy and credibility. Do embed a little extra value. PR News Channel recommends imbedding a complementary YouTube video in a press release, but they note that not everyone can (or will) apply this tip. Instead of pigeonholing a video, we think you should instead add a little extra value that fits your brand, such as a free gift or limited time offer. Extra, Extra! 3 More Tips Copyblogger made an awesome statement about the modern press release: “Stop writing press releases, and start writing news stories.” In other words, when you sit down to brainstorm or write a press release, a key to success is thinking of it as a news story. Ever notice how news stories go viral? Why is that? News stories cover a story, use a hook or two, and cover an angle. They make people care. Likewise, your brand’s press releases should hook the reader and cover the story from an angle that makes them care. Here’s how you do this: Do tell a story. Everyone loves a good story. Tackle your press releases from the perspective of a storyteller. Understand why the reader should care and stay focused on the why throughout the copy. Do present value. Telling a story is not in and of itself good enough. Readers want value. They want a reason to delve into your copy. Use your PR to present value by pointing them to your blog, requesting information or encouraging a purchase. In other words, slip in a call to action with attached value. Do tart a discussion. People love social media. They love discussions. They love to get involved. Use a press release to encourage all of this. Link to your social media, encourage comments and jump right into the discussion. Persuasive Tactics Are Key Copyblogger published a copywriting 101 blog about the structure of persuasive copy. The accepted structure of persuasive copy is one of the best structures to utilize when writing a great press release for online (and even offline) publication. The epic thing about modern PRs is that they are published online “as is.” Therefore, the more care you put into structure and style, the better the resulting PR will be since standard publishing formats don’t apply. Modern PRs are savvy tools limited only by your creativity. As you write, consider the following: Do be specific. Avoid vagueness at all costs. Vague information serves no valuable purpose. It wastes the reader’s time and detracts from your reputation and credibility. Your assertions, facts and statistics should be ultra-specific. Avoid general statements or unsupported information. Do demonstrate credibility. Press releases are seen as excellent opportunities to build credibility, especially when treated like a news story or bulletin. Your can assert your credibility through statistics, studies, expert reference and appropriate testimonials. Do assert authority. Writing a great press release involves asserting your authority on the subject. You accomplish this by being specific and demonstrating your credibility. If you aren’t already a recognized authority on the topic, you had better do your research. Ensure every aspect of your press release is based in provable and clearly supported fact. Do make an offer. Explicitly presenting your product or service to your audience is vital. You need to be bold and firm. Address and relieve the reader’s risk of acceptance. Stand by what you say. Explain or … Read more

5 Ways in Press Release Writing to Get Your PR More Publicity

January 1, 2021April 25, 2014 by Adam Oakley

Here’s a riddle for you: what’s short, concise, compelling and newsworthy and can boost the online visibility and profitability of your business by spreading the word about your most recent accomplishments? You know the answer to this one: it’s a bird, it’s a plane, it’s a press release that travels fast to satisfy the universal hunger for premium content that is tormenting both bloggers and journalists every single step of the way. Press releases are extremely valuable content pieces designed to support your online marketing strategies and help you make a name for yourself. How to Write Press Releases Like a Pro Writing press releases is not art and it’s not science. It’s a combination of both elements. In order to create and distribute truly effective press releases, you have to understand how the mind of your targeted audience functions. Empathy is an important piece of the puzzle enabling you to perfect your press release writing skills and resonate with your public and also with your tastemakers, who amplify your message and make sure it reaches an even broader audience. Most people rely on a trial-and-error process to assess the quality and the effectiveness of their web writing. But you are not most people. You can do better than this. According to Raven tips on press release writing, in order to convince journalists to take your masterpiece into consideration and include it in their article, you have to think like a journalist. It actually makes sense. Can you image how difficult it must be to identify truly amazing newsworthy facts when you are bombarded with tons of written junk and mambo jumbo on a daily basis, when you’re really craving for stellar content and accurate, trustworthy sources of inspiration? In order to perfect your press release writing, you must start by identifying and avoiding these 3 extremely common and annoying mistakes that could turn you into an average Joe instead of helping you enjoy the fair share of fortune and fame that great content creators are entitled to. Press Release Writing Pitfalls That You Should Avoid at All Costs a) Overkill Just Killed Your Press Release. Oops. Make sure you don’t start your quotes with the overrated, extremely irritating fragment indicating that you are really excited to let your clients know that you have succeeded in something. Of course you’re excited! You have all the reasons in the world to be thrilled: you’ve launched a new product, expanded your company or have recently invested time, money and energy in a new partnership. Nobody says that it’s illegal to show a bit of enthusiasm, but don’t overdo it. Keep the fact, but ditch the hyperbole. Downplay the “we” factor in your presentation; after all, your products should be into the spotlight, not your merits, your moneymaking efforts or your excitement. b) Fabricated Facts Never Tricked Anyone into Buying Your Story. Don’t invent facts and don’t include statements that you cannot back with solid evidence. c) Giving Up Is Not an Option: Write Killer Press Releases or Die Trying. Most importantly, don’t lose your hope. Keep your press release writing simple and straight to the point. Emphasize the novelty that is relevant and newsworthy and accentuate its impact on your targeted audience. 5 Ways to Bring and Keep Your Press Releases in the Public Eye While Boosting Their Effectiveness Press release writing is not as difficult as you may be inclined to think. As a matter of fact, there are at least 5 foolproof methods to bring your press releases into the attention of a broader audience and maximize their influence fast and with minimal effort. 1. Create Better Stories. Don’t write press releases just to generate inbound links. It won’t work. Google is already one step ahead of you on this one. By cataloging links in press releases as unnatural, it basically forces content creators to use the rel nofollow attribute. So instead of treating your press releases like plain SEO tools, give them a little bit of credit. They are food for thought consumed on a daily basis by millions of journalists worldwide who are constantly looking for genuine, attention-grabbing stories. Think first, optimize second. Make sure your story sounds too good to be true when it actually is. Self-indulgent sales pitches are so yesterday. They no longer prove their utility, so unless you want to bore a journalist to death, don’t invest your time and money in them. Create stellar stories that can be quoted, which are based on 100% verifiable facts. 2. Keep It Simple. Always write in the 3rd person, present facts from the readers’ perspective and keep it short and simple. A good press release shouldn’t count more than 500 words to prove a point. You are not writing a novel and you don’t get paid by the word, so don’t hesitate to be brief. Get to the point fast and don’t use tons of adjectives to highlight your authority or your amazing capabilities, experience and accomplishments. 3. Rely on First-Class Distribution Strategies. If content is a powerful king, then proper distribution is its influent queen. Make sure you email your press releases to your targeted audience. According to a Copyblogger post on how to use the modern press release, a human touch is what makes the difference between great press releases that are being shared and quoted and mediocre ones that sink into oblivion since the very beginning. Pick up the phone and make sure your targeted bloggers and journalists actually managed to read your story. Distribute your press releases via a good wire service, but don’t forget to explore marketing opportunities brought to you by social media platforms. Sharing your press releases on social networking websites can only work to your advantage, allowing you to raise the online visibility of your brand. 4. Optimize with Maximum Care. Optimize your press releases, but always remember that Google is breathing down your neck. You wouldn’t want to rely on shady optimization tactics that could turn … Read more

The Power of the New Press Release

January 1, 2021February 5, 2014 by Adam Oakley

Critics have been questioning the future of press releases for years. And sometimes it seems like the naysayers could have a point. With constantly changing Google algorithms, the immediacy of microblogging, and the effortless accessibility of information on the Internet, it can be easy to be swept away in the sea of doom and gloom. But have no fear. Doom and gloom, have no place in press release discussions. No, instead of “RIP press releases,” we say, “Long live this straightforward and news-worthy content!” (Sorry, not the catchiest chant, but stick with us, ok?). In fact, we believe with solid, well-written copy and an effective distribution service, this “What, When, Who, Where, How and Why”-centric article format could be one of the most powerful and far-reaching components in your company’s communication strategy. Wait, What is a Press Release? But we do need to pause and make sure we are taking a modern, savvy approach to this very worthy tool in our copy toolbox. In a world of social media and blogging, it only makes sense that press releases, a stalwart in the media world since the early 1900s, must also continue to evolve with the latest communication channels. It’s not time to leave the mighty press release behind. Rather, it’s time to figure out how to incorporate each press release seamlessly into the rest of your content campaign. According to Entreprenuer.com, a press release is a “public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments.” And we agree, although we’d like to expand the definition a bit. In addition to “news media and other targeted publications,” we’d like to add that modern press releases should also be written with influential social media users and bloggers in mind. That’s right – today’s press release should have more in common with a postable article than a stuffy, formatted disclosure of facts. So here’s our definition of a modern press release: The key background facts of newsworthy business events written in an easily readable manner that appeals to media pros, social media mavericks and interested customers. The New What, When, Who, Where, How and Why of Press Releases As we alluded to above, a press release addresses the six basic elements of any major event: What, When, Who, Where, How and Why. But what exactly do we mean when we say “What, When, Who, Where, How and Why” – and how can you adapt it for both on and offline success? What — Press Release Content You may be sick of hearing this from us, but we will never EVER stop saying it. Quality content is crucial. Crucial to your readership. Crucial to how people interact with your content. Which finally, is crucial to your all-important search engine results. (If we could figure out another way to drive home the crucial-ness, we totally would. Because it is…well, you know). Press release content is no different. Quality content is king in this realm, too. This is because the audience (more on that in a second) expects a specific format and impeccable grammar. Traditionally, in a well-organized press release, the key details of the event were addressed in order of importance. That’s it. No embellishment. No sales-y pitches. Just the facts in a succinct, well-researched manner. Today, many of the same press release standards are in place. The easily accessible facts are a must. The absence of sales-speak is just as important. The format – mandatory. But in the fast-paced Internet world, where an online magazine or blog may grab your press release in full, a few updates are in order. Dry content is out. Engaging readability is in. Here are just a couple of our expert press release tips. Attention-Grabbing Headline: Internet readers’ attention spans are notoriously short. So gaining their attention in a crowded, information-overload setting is the first step to making sure your information is distributed successfully. Ok, quick! Which article would you click on? Computer Store Announces New Location -or- Thousands Await Life-Changing Technology to Move In Just Down the Street You’re right, both convey the same information, but one has you ready for more, while the other is equivalent to a copy desert – dry and without hope. So garner your press release — and thus your store opening — interest with click-enticing headlines. Quirky Quotes: Give your press release a unique voice by getting the principles in on the story. Don’t simply quote the facts, “The store will break ground in May 2014.” Quote reactions to the facts. If the storeowner says something like, “The store will break new ground with technology people have only seen in sci-fi movies.” That, my friends, is the quote you want. And remember, even if your article is not picked up in full, these facts provide a much-needed backbone for potential news articles, blogs and social media updates. We’ll show you how to effectively bring social media into the mix in a moment. But first… When — What kind of event calls for a Press Release? First and foremost, a press release must be news worthy. Don’t waste people’s precious time and patience with bland announcements. Reserve the power of the press release for true, industry-rocking events, milestones, or projects. The same computer company who used a press release to spread the word on their groundbreaking store can also use a press release to communicate: Carrying or Developing an Innovative Product Hosting Grand-Opening Event Hiring a World-Renowned Computer Guru as their CEO Offering a New 24-Hour Home Service Avoid tactics like scheduling weekly releases. In the absence of true news, you’ll likely have to resort to unfortunate hyperbole — “We’re the ONLY ones with mouse pads” — about mundane things. Also, don’t use a press release to spread bad news. Much like an attention-grabbing headline, the subject matter must be intoxicating enough to stop people in their tracks. To keep … 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 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

What NOT to Do When Writing a Good Press Release

December 31, 2020October 4, 2013 by Adam Oakley

You just opened your writer’s desk at Express Writers to find a new assign- what? They gave you a PRESS RELEASE? It’s been, well, it’s been a long time since you wrote your last press release – and the last one felt like pulling teeth. You’re still painfully aware of that little fact, and you’re nervous to try your hand at press releases again. If you break out in a cold sweat every time someone mentions writing a good press release, you’re not alone! While press releases are critical for marketing of all shapes and sizes, they’re harder to write, for most people, than a blog or a web page. Fortunately, “difficult” isn’t the same as “impossible.” To dominate the press release forever, all you need to do is study up on standard press release formats! Today, we’re going to provide a breakdown of what NOT to do with press releases, and give you the information you need to dominate your next press release assignment. Going in Blind: The Worst Way to Start a Press Release While we’ve got all the respect in the world for free-flowing writers who bend the rules of grammar and structure to their will, Kerouac would have sucked at press releases. After all, a press release is an informative document meant to be picked up by the media. As such, it’s critical that your press releases follow a certain format and contain certain information. Deviate from this too largely and you risk having your press release overlooked or, worse, putting out a press release that doesn’t fulfill the purposes you wanted it to. Today, it’s critical to have a working knowledge of how press releases function. If you jump in blind and start typing until you reach your word count, your press release is going to fail. While learning the format of a press release might seem like a scary prospect, knowledge is power, and learning the ins and outs of a PR will allow you to dominate it. Writing killer press releases is a methodical pursuit, and the best-trained and most knowledgeable people win the race. 3 Mistakes NOT to Make When Writing A Good Press Release In the world of press releases, knowing what NOT to do is almost as critical as knowing what to do. With this in mind, avoid these three deadly mistakes in your next press release: 1. Providing Subjective Information Press releases aren’t meant to be subjective. Unlike advertising, they don’t “sell” a company or a product. They don’t tell people how great a brand is. Instead, press releases merely present facts that readers can rely on. For example, if you’re publishing a press release about an upcoming event, that document needs to include details about when the event takes place, where it will be held, who is sponsoring it, and how readers can learn more about it. The press release DOESN’T need to feature a bunch of fluff that tells people how this is the “greatest event in the world!” While the former is reliable and trustworthy, the latter is icky and will turn readers off your material. 2. Writing Poorly You did well in your high school English classes. Heck, you even scored high enough on your ACT that you didn’t have to take the Grammar-Spelling-Punctuation test when you applied for the Communications or Journalism program at your college. You pride yourself on your command of English. Unfortunately, that positive outlook won’t get you far when you start getting sloppy in your writing. Even the best writers sometimes fall victim to low-quality writing, and spelling and grammar mistakes. For an example of how immediately poor writing can cause people to abandon your press release, check out this primo example of a bad press release: In addition to being embarrassing for you, spelling and grammar mistakes and poor writing can also cause journalists and readers to abandon the press release without a second look. 3. Format the Document Improperly Press releases abide by a very specific set of formatting rules. Get them wrong, and you’ll look unprofessional and inexperienced, which is a major no-no in the world of press releases and writing for brands. Here’s what to shoot for when you format your PR: At The Top of the Document. The top of the document should include the company’s logo, contact information, and the words “FOR IMMEDIATE RELEASE,” or “Hold until [release date].” After that, you’ll want to include a keyword-rich headline. The headline should be written in title case, and should be short, brief, and to-the-point. For best results, use active voice in your title, and write it as if you were crafting a blog post or other click-worthy document. Your headline is just as critical as anything else, and it deserves to be treated accordingly. The Body of the Document. The body of the document should be populated by short, interesting paragraphs, no longer than 2-4 sentences. Include the who, what, where, when, and why of the press release topic, and consider pulling in some hyperlinks, multimedia content, and influencer quotes that provide a perspective external of the writer’s. Company Contact and Boilerplate Information. At the end of the document, you should include the company’s contact information (unless you plugged it in below the logo, which is fine as well), boilerplate information, which gives journalists and readers some background about the company and its main players, and a few social media links. Once you’ve input all that information, your press release should follow this structure: FOR IMMEDIATE RELEASE Title Case Headline, less than 170 characters Short summary paragraph City, State/Country (if needed)-Month, Day, Year Lead paragraph with who, what, when, where, why and how; most important information here Press release body, short paragraphs Last paragraph Company Information Contact Information ### or “End” 7 Insider Tips for Writing a Good Press Release While mastering the structure of the press release is critical, the battle of creating a great press release is bigger than that. Here are … Read more

How to Write a Press Release for a New Business

January 1, 2021October 1, 2013 by Adam Oakley

If you’ve already gone through the hard work of designing a business plan, partnering up with others and distributing a product, then it’s time to learn how to write a press release for a new business. In order to get the word out, you’ll need to take full advantage of this marketing strategy.