Five Valuable Tips to Write an Enticing Press Release

Whether you’re opening a new facility, acknowledging a promotion, or releasing a new product, getting your press release in the hands of the media can boost your company’s visibility.

Press releases act as formal announcements of newsworthy information intended to gain pick-up from media outlets. But how can your press release stand out from the rest? Here are a few tips and tricks to elevate your press release and get the exposure your news deserves.

1. Create a headline that catches their eye

Consider the headline as the marquee of your press release using specific verbiage that will capture media attention. It’s important to identify the context of your announcement using one line, approximately ten words, to entice your audience to read more. 

Straightforwardly, create a concise headline with the media’s perspective in mind. Why is your story newsworthy? What is the purpose of your press release? Although your headline should capture attention, avoid using a promotional angle and humor. Highlight your newsworthy topic with the purpose of your press release at the forefront.

2. Use a subheadline to reel them in

The subheadline acts as an extension of your headline to be used as a segway between the headline and the body of your press release. The subheadline supports the headline by elaborating on the context of the release itself.

Keeping it short and sweet like the headline, this is your opportunity to provide additional information that will captivate editors and convince them that your announcement is newsworthy and noteworthy. If applicable, use statistics and facts to support your headline and subheadline.

3. Unveil the core information in the introductory paragraph

After you’ve drawn attention to your release, it’s time to elaborate on the headline and subheadline with the opening paragraph. Here is your chance to get straight to the point and answer the five Ws – who, what, where, when, and why.

Who is this press release about? What is happening? Where does this take place? When did this occur? Why does this demand attention?

Be concise and specific. Summarize the newsworthy announcement in the first paragraph.

4. Be selective with quotes

Selecting or creating quotes (with permission from your spokesperson) should impact your press release, adding credibility to the news you share. This is an opportunity for your spokesperson to express their feelings or opinions and state their position in support of the announcement.

Quotes should be one to two sentences long and used sparingly to avoid over-quoting and redundancy. It’s important to be intentional with quotes, adding a human element to your story, while the rest of your press release can provide facts and details. The quotes should offer a personal touch rather than a catered response while using no more than three quotes within the release.

5. Mark your territory

A boilerplate at the end of your press release allows you to provide a business biography, giving the media a high-level overview of your company. Your boilerplate would include your company location(s), your company objective, what your company provides, any recognition or awards your company has received, any important metrics, and a link to your website.

Why is this important? According to Fractl, on average, top-tier publishers receive between 5 to 500 pitches a week, leaving just a fraction of their time to read press releases, having to sort through a multitude of pitches daily, eventually one blending into the other. 

Boilerplates offer consistency within your press releases, helping journalists recognize your company. Remember that the boilerplate is standardized and should be placed at the end of every press release. Make sure to update when necessary.

Additional Tips

• Less is more. If possible, aim for one page. Remember that media outlets receive multiple pitches a day. Get their attention and give them what they need in a timely fashion.
• Use keyword research to optimize SEO. 
• Link to sources within your press release.
• Don’t forget to use the traditional template for your press release, providing contact information and a dateline.

Contact our team to book a discovery call today if you want to increase your brand awareness through media relations.