Over the past few decades, the humble press release has evolved into a powerful online tool. This is why I recently published a leader’s guide for using press releases to promote business growth.
But no press release will win you more business if it’s not well written.
Crafting an effective press release requires careful planning and attention to detail. Here are some tips to help you write a press release that captures attention and gets noticed by journalists:
1. Start with a Strong Headline
The headline is the first thing journalists will see, so it needs to be attention-grabbing and compelling. Use strong, action-oriented language and include the most important information from the release.
2. Write a Clear and Concise Introduction
The first paragraph acts as the introduction. It should provide a brief overview of the news or announcement you are making. This is the lede and it should answer the questions: who, what, when, where, why, and how. Keep it concise and to the point, focusing on the most important details.
3. Include Relevant Quotes
Quotes can add credibility and humanize your press release. Include quotes from key stakeholders, experts, or customers to provide additional insight and perspective. I don’t like to use more than two per press release and one is often sufficient.
4. Provide Supporting Information and Details
After the introduction and the executive quote, provide additional details and supporting information. This can include facts, statistics, background information, and any other relevant details that help tell your story. Remember, if your news is picked up the reporter will be telling this story to her readers so don’t leave out anything important.
5. Write a Great Boilerplate
A boilerplate is a brief company description that summarizes the key points about your business. It should be included at the end of the press release and provide essential information about your company, such as its history, mission, and unique selling points. This will tell a good journalist if you are a company that he should be quoting as an expert source.
6. Proofread and Edit
Before distributing your press release, make sure to proofread and edit it carefully. Check for any grammatical errors, typos, or inconsistencies. A well-written and error-free press release will make a better impression on journalists. Remember, it’s very challenging to catch your own errors, so try to get another set of eyes on everything you write.
Get all of these elements worked into your next release and it will be good enough to publish. Then all you have to do to promote your business is repeat this process at least once each month.
Find out more in our Leader’s Guide for press releases.