It’s without a doubt one of the most common questions we’re asked – how do you write the perfect press release?
We all know that getting great press is a good idea and can be so beneficial for brand awareness and help push you up the search engines if you can gain a backlink from some high DA websites and news outlets or local newspapers. But how do you produce something worthy of great media coverage, what news story do you have, how do you get that PR? How do you write an effective press release to get your business in the headlines of media outlets? The first thing is ensuring you get a great news article and deliver it most effectively. Here are our 12 Top Tips:
1/. What Type of Press Release
Which types of release will you be writing? There are 6 main types:
- General news release. (The most common press release)
- Product launches / Grand openings
- Event press release
- New product release
- Executive, Staff, And Employee
- Expert Position
2/. Know your Story
What are you writing about? Have you launched a new product? Do you have a grand opening? Have you done something newsworthy? A lot of press releases fail to get press coverage because your story or news just isn’t that interesting. Think about what your story is and is it newsworthy is it interesting? Should you be pitching to a local newspaper and regional journalists or do you have a national story? Once you have this, you know you are onto writing a great press release.
3/. Know your Target Audience
Don’t try to be something you are not. Write to your customer your audience, and keep your tone authentic to connect. If the words wouldn’t come out in a speech or conversation, don’t try to impress and use them in your press release as it won’t connect with your customer or reader.
4/. Title Title Title – Attention-grabbing headline
This needs to be to the point and catchy! It needs to tell the journalist what you’re talking about in your press release but catch their attention so they want to read it! I know not an easy task! Make sure to pay attention to your email subject line for your press release email.
5/.Who?, What?, Where?, Why?, When?, How?
Use this as a press release template so you have a clear story and have enough key information and background information that’s relevant information in your press release.
6/.Great Press Release Headline And Subject Line
Your first paragraph and lead sentence are key it has to engage and catch the journalist’s attention with key points easy to see. So make it clear and concise when setting the scene. Journalists get so many press releases daily so make sure your story is newsworthy and you do it justice in your press release to make sure you have a good press release that is newsworthy.
7/. Put your key information first
It can be tempting to set the scene and then come in with your key information. But you need to keep the journalist’s attention and get your point across as soon as possible, this is key to a successful press release. Put your most important information first it’s the best way to hook in a journalist.
8/. Find some evidence
If you have run your survey, this can be amazing to get attention, normally having over 1k people minimum take part is credible. But if you don’t have the time or ability to do this, then make sure you find some facts and figures and quote your sources to help give credibility to your press release.
9/. Include relevant quotes
If you can find a quote from relevant parties or company executives, industry leaders, or industry experts this can also be a key detail in your press release. Or from your consumers give it a personal feel. Gaining permission is always the best practice before using any quotes from people and a great way to present a well-written press release.
10/. Contact Name And Details
Include your contact information including your mobile number, email address, company name, websites or blog post, and name at the end of your press release.
11/. Grammar
Ok, this should be a given but making sure there are no grammatical errors are key, you can even use a site like Grammarly to double check, the free version should be a great help.
12/. PR Professionals
If you have the funds, this can be a great avenue to go down and they can write your entire press release for you ensuring the right brand image and have it ready in no time for immediate release. A great PR company will know-how and advise you on how to style your press release they will have existing media relations and their relevant details and increase your chance of getting news coverage as their writing style should be exceptional and bring a piece of content to life. Alternatively, you can use a press release distribution service or target specific journalists. Keeping a list of media contacts you come across can also be an excellent idea.
# 12 Top Tips To Write A Press Release