Leslie Massey
A press release is a powerful tool for organisations to gain media attention and generate interest in new product launches, events, or marketing campaigns. It is a versatile component of any public relations strategy, serving various objectives such as informing stakeholders, generating media coverage, promoting major achievements, and shaping public perception. When crafting a press release, it is essential to focus on captivating elements that will grab the attention of journalists and your target audience. This includes writing a clear and compelling headline, providing newsworthy content, and structuring your content effectively. By understanding the key elements of a successful press release, you can amplify your message and reach a wider audience.
| Characteristics | Values |
|---|---|
| Purpose | To inform stakeholders, generate media coverage, promote major achievements, shape public perception, or connect with the target audience |
| Content | Catchy headline, newsworthy aspect, no jargon, direct quotes, supporting details, contact details, etc. |
| Format | Standard A4 size sheet with margins, bold "Media Release", contact details, etc. |
| Distribution | Email, press release distribution service, social media, etc. |
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What You'll Learn
Write a catchy headline
Crafting a Catchy Headline for Your Press Release
The headline of your press release is crucial in capturing the attention of journalists and readers. It should be catchy, concise, and informative, providing a clear understanding of the subject and purpose. Here are some tips to help you write an effective headline:
Understand Your Audience
Catering to your target audience is essential. Speak directly to their interests, concerns, and aspirations. By understanding your audience, you can create a headline that resonates with them and makes them want to read more. Be specific, as this will help you stand out in the vast sea of digital content.
Use Active Voice and Action Verbs
Write your headline in the active voice, using active and athletic verbs. Avoid PR verbs, which tend to be weak and boring. Action verbs inject energy and engage your readers by showcasing what's happening and why it matters. Play with sentence structures to make your headline concise and catchy while ensuring it still makes sense.
Consider the Character Count
Keep your headline short and snappy. While you want to provide key information, you don't need to include every detail. Aim for a headline that is between 5 and 11 words long. This length is more likely to be picked up by search engines and is easier for readers to scan.
Make It Timely and Relevant
Journalists are drawn to stories that are timely and relevant to current news cycles. Consider whether your headline addresses a topic that is currently in the spotlight or relates to an upcoming event or significant date. This sense of timeliness will make your press release more newsworthy.
Review and Edit
Don't be afraid to revise and edit your headline. Sometimes, writing the headline last is advantageous, as it allows you to adapt it to the emergent themes and highlights of your press release. Always have another set of eyes review your headline to ensure it makes sense and hasn't veered into clickbait territory, which can damage credibility.
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Keep it concise
Keeping your press release concise is crucial. Journalists and media professionals are busy people, receiving numerous pitches daily, so your press release must be straight to the point and captivating.
Firstly, the headline should be bold, catchy, and easy to understand. It should summarise the key points of the story and entice the reader to want to know more. Spend time on your headline, reviewing other blogs and online news sources to see what works.
The lead paragraph is the most important part of your press release. It should be short, interesting, and succinct, answering the '5 Ws' (who, what, when, where, and why) and providing the main point of your story. Keep it to two or three lines long.
The body of the press release should be written in short, sharp sentences and paragraphs that are easy to read on digital devices. Most journalists will be reading on their laptops or phones, so keep it concise and to the point. Prioritise your content, with the most important information at the top and the least important at the bottom. This way, if a journalist needs to trim the release due to limited space, the critical details will remain.
Finally, end your press release with contact details, including the name, email address, and phone number of the relevant person. This allows journalists to follow up if they require more information.
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Include quotes
Quotes in a press release can be a powerful tool to capture the attention of journalists and the public. They can be used to address any problems that might be solved or alleviated by the subject of your press release. For instance, if the press release is about a new store, a quote could illustrate how the shop will boost the economy, benefit shoppers, or positively impact the area in which it is opening.
It is important to keep quotes concise and clear. One sentence is usually enough, two is okay, and three is too long. Quotes should be short, punchy, and easily scannable. They should not be loaded with jargon or complicated language. Metaphors and analogies are a great way to drive deeper connections with your readers. Quotes that are too long or complicated will likely be ignored by readers and reporters.
A good quote should also include emotion and a human tone. It should not sound overly promotional or like it has been overly curated by a comms team. It is also important to ensure that quotes are not taken out of context or misrepresented. If a quote is too long, it is okay to include only part of it, but be careful not to change the meaning or leave out important information.
Quotes can be used as a call to action to inspire a desired behavior. For example, if the press release is about a rock band's tour, a quote from fans who have seen the band could encourage others to buy tickets. Quotes can also be used to showcase the human aspects of your news. For example, a quote from a company spokesperson or CEO can speak to their personal connection to the news or their passion for the company's mission.
Finally, consider formatting your quote as an image or video to make it more shareable on social media, but always include the text of the quote in the body of your press release as well.
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Make it newsworthy
A press release is a powerful tool for connecting organisations with their target audiences via the media. It is a great way to promote major achievements, product launches, partnerships, or events, positioning your organisation as innovative and credible. However, simply saying "Look at my business!" is not newsworthy. So, how do you make your press release newsworthy?
Firstly, your press release should be straight to the point, leading with the most newsworthy aspect. It should be timely, relevant, and impactful. Ask yourself whether your story provides new insights or showcases innovation. Does it solve a problem? Is it emotional? Does it relate to current trending topics? If your business has a connection to a bigger story, you may improve your chances of getting covered.
Secondly, your headline should be catchy, bold, and easy to understand. It should summarise the entire content of the press release, supporting the heading and giving a taste of what's to come. Spend time on your headline, reviewing your favourite blogs and online news sources to see what works.
Thirdly, your opening paragraph should be interesting and concise, answering the "who", "what", "when", "where", "why", and "how" of your story. This is where you grab the reader's interest and give them the gist of your press release. You can also include a controversial, bold, or thought-provoking sentence or question as your opening line.
Lastly, provide supporting details, data, and context. Include statistics and quotes to make your writing more interesting and credible. Remember to write in short, sharp sentences and paragraphs, and always write in the third person.
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Include contact details
A press release should always include contact details. This is so journalists can follow up with any questions and gain further information. The last paragraph of your press release should contain the least important information, such as contact details and background information.
It is critical to include the name and contact details of a relevant person at the end of your press release. This person should be available to take calls from journalists and answer any questions they may have. Include a full name, email address, and a telephone number that can be called after hours, as journalists may need to reach out outside of business hours.
You can include a sentence such as "For further information, contact [name] at [email address] or [phone number]" or "Media enquiries: [name, email address, and phone number]". It is also important for the media to know who has issued the press release. If you are writing on behalf of an organisation, you can use a letterhead or logo. If writing on your own behalf, include your name and a relevant description, for example, "Melanie Brown, Smith Street High School Student".
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Frequently asked questions
A good headline is catchy, bold, and thought-provoking. It should summarise the key points of the story and be written in a clear and concise manner. The headline is what will grab the reader's attention, so it is important to make it interesting and enticing.
The body of the press release should include a mix of important information and supporting details. Start with an interesting lead paragraph that answers the "who", "what", "when", "where", and "why". This should be followed by testimonials, statistics, research details, and case studies. It is also important to include quotes and write in short, active sentences.
A press release should be formatted on an A4-sized sheet of paper with margins of at least 2 centimetres. Include the words "Media Release" in large, bold font at the top of the page. The headline should also be in a bold, large font. The press release should not exceed one page and should be written in the third person. Finally, include contact information for media enquiries at the end.
