Writing a Press Release: 6 Expert Tips & Free Template

There’s no doubt that press releases remain a powerful tool for businesses to share important news, make announcements, and generate media coverage. However, knowing where to start with press releases or knowing how to get your business recognised in bigger news outlets is tough.

Whether you’re launching a new product or new business, hosting an event, or making a significant business announcement, a well-thought-out press release can help give you the brand recognition and awareness needed by capturing the attention of journalists, bloggers, and even potential customers.

But how do you ensure your press release stands out in a crowded inbox?

In this blog article, we’re going to be sharing six tried-and-tested tips on how to write a professional press release that will get you noticed. You’ll also find a free template to help you get started towards the end of this article.

First Things First: What is a Press Release?

Think of a press release as a short announcement written by a business or organisation to share newsworthy information with the media.

Its primary purpose is to inform journalists and editors, with the hope that they will share the story with a wider audience. Press releases are often used for things like product launches, events, partnerships, awards, or any type of significant milestone.

The key to an effective press release is to focus on newsworthiness. So, what makes your announcement important, timely, or relevant? If you can answer this question, you’re on the right path to writing a press release that will get you coverage.

How to Write a Great Press Release

Writing an effective press release involves more than simply announcing news. Because you won’t have a big word count to play with, it’ll require clarity, structure, and the ability to engage your audience.

Put A lot of Thought into Your Headline

You’re probably thinking the headline doesn’t mean much, and it’s the actual press release that matters. Wrong.

The headline of your press release is your first chance to grab attention. Journalists get (literally) hundreds of emails from people wanting coverage daily, so you need to give yours the best chance at catching their eye – and the subject line/headline is the first thing they’ll see. It’s basically the difference between your release being opened or ignored.

So, use action-oriented language in your headline. Focus on the impact of your announcement rather than just stating the facts. For example:

• A weak headline: “Company X Launches New Product”.
• A strong headline: “Company X Reveals Groundbreaking Innovation to Revolutionise Industry”.

Keep your headline between 60-80 characters, making it easy to read and shareable on social media platforms.

Write a Strong Lead Paragraph

The first paragraph is also known as the “lead” – and it’s the hook of your press release essentially.

This is the part where you summarise the key points of your press release. It should answer the essential questions. Who, what, where, when, why, and how.

The goal is to provide journalists with a clear understanding of the news within the first few sentences. Avoid fluff or overly promotional language in your lead. Journalists really do appreciate straightforward, factual information that they can quickly turn into a story that’s (in their opinion) worth reading.

Your lead paragraph should be:

• Clear and concise: Aim for no more than 3-4 sentences.
• Newsworthy: Focus on the most essential part of what you’re sharing.
• Engaging: Capture the reader’s attention right from the start.

Include Key Details and Supporting Information

After your lead paragraph, go into the specifics of your announcement. This is where you provide additional details that help give context to your news.

So, for example, if you’re launching a new product, mention what’s unique about it. Think of key features, target audience, and potential impact on the market.

So, for example, if you’re announcing a new local business launch and reaching out to local news outlets in your area, focus on the value you’re planning on bringing to the community. The gap in the market you’ll be filling and the potential advantages it’ll bring to that specific area.

Make sure to break your content into short, readable paragraphs. Use bullet points or numbered lists when appropriate to highlight key information, making it easier for journalists to skim the content.

Quick Tip: Incorporate a quote from a company executive or relevant spokesperson who’s available for comment. Quotes add a nice little human touch to your press release and give journalists something they can easily insert into their stories. Make sure the quote is meaningful and adds value rather than just repeating information you’ve already covered.

Think About the Impact on SEO

Although print or audio coverage (such as in newspapers, podcasts and radio stations) is still highly valuable, press releases are now mostly published online. This makes it essential to optimise them for search engines.

This will help ensure that your press release reaches a broader audience beyond just journalists.

Here are some tips on how to create and optimise an SEO-friendly press release:

• Include relevant keywords: Identify key search terms related to your announcement and naturally incorporate them into your headline, subheadings, and body text.
• Add hyperlinks: Link to relevant pages on your website, such as the product page or event registration page. This not only drives traffic and gives a nice little boost to your domain authority – but it also provides additional context for readers should they want more information.
• Use visuals: Add images, videos, or infographics (whichever is relevant to the news you’re sharing) to enhance your press release. Visual content can increase engagement and make your press release more shareable. This works well for social media, too.

Quick Tip: If you have visuals to use, make sure that your file sizes are optimised for fast loading. Journalists prefer press releases that are easy to read and access without long download times.

Keep it Professional and Error-Free!

Professionalism is key when writing a press release. Typos, grammatical errors, and unprofessional language are all big no-nos. Why? Because it’ll take away from the news you’re sharing, diminish the credibility of your announcement and discourage journalists from taking you seriously.

Always proofread (and proofread again) your press release before sending it out, or better yet, have someone else review it for you if possible, as it’s always good to have another set of unbiased eyes on something.

Common mistakes to avoid:

• Overly promotional language: A press release is not an overt sales pitch. Stick to the facts and avoid using excessive adjectives or superlatives.
• Lack of structure: Ensure your press release follows the standard format (we’ll get into that later, but essentially – headline, lead paragraph, body text, boilerplate, and contact information).
• Excessive length: It’s easy to get carried away writing a press release, but keep to around 300-500 words. It needs to be digestible. If it’s too long, it’s probably going to lose the reader’s attention.

You’ll Need a Strong Call-to-Action. And Contact Information!

What do you want readers or journalists to do next? Whether it’s visiting your website, signing up for an event, or requesting more information, make sure to include a simple and direct CTA. Define your objective!

Additionally, and also just as important – always provide contact information at the end of your press release. Include the name, phone number, and email address of someone the journalist can contact for further information, visuals or interviews because nine times out of ten, they’ll want more context if your story has hooked their attention and they’re thinking about covering it.

This should be a real person, by the way, not just a generic company email!

Free Press Release Template

To help you get started, here’s a simple example of a press release template you can use for your next press release.

FOR IMMEDIATE RELEASE

[20/09/24]

Headline: Craft a Clear, Engaging Title That Grabs Attention

Subheading (Optional): Provide Additional Details to Support the Headline

[x] – [x], a leader in [x], is thrilled to announce [the launch of a new product, service, event, or significant milestone]. This groundbreaking [product/service/event] will [briefly explain its significance or benefit to customers, the industry, or the community].

In relation to this announcement, [Spokesperson’s Full Name, Job Title] stated:
“[Insert a compelling and relevant quote that emphasises the impact of the announcement and ties back to your company’s mission or goals].”

Key Highlights:

• [First key point]: Brief description or benefit of the first feature.
• [Second key point]: Explanation of another critical feature or advantage.
• [Third key point]: Additional unique feature or point of interest.

[Your Company Name] has been at the forefront of [brief mention of the company’s core work or expertise], and this latest announcement reaffirms our commitment to [mission statement or goal]. The new [product/event/milestone] is designed to [solve a problem, meet a need, enhance the experience, etc.], underscoring our dedication to [specific values or vision].

For further details on [product/service/event], please visit [website URL] or contact [media representative’s name, email, and phone number].

About: Maxweb

XXX is a (short description of what your company does). Established in 2024, the company has grown into (mention achievements, core products, services, or mission). With a commitment to (values such as innovation, sustainability, etc.), (Your Company Name) continues to deliver (a brief description of how you meet customer or industry needs). For more information, please visit (website URL).

Media Contact:

• [Full name]
• [Job title]
• [Phone number]
• [Email address]
• [Website URL]

Looking for Help With PR and Outreach? Get In Touch

A well-written press release can be a really powerful tool if you’re able to secure coverage, but it takes quite a lot of time and determination.

If you’d like more than just a free template and want help from our outreach experts, get in touch today. We can help you create a press release that’s certain to generate local or national media attention and help elevate your brand’s visibility.

Call us today for more information on how we can help.

Posted on Monday, September 23rd, 2024 in Latest News.