Today I’m diving into the art of writing a captivating press release. Whether you’re a small business owner, starting out as a PR professional I’ve got you covered. I have been writing press releases for almost 20 years and back in the day we used to fax them OR even post them out. Thankfully now times have changed! So here is my guide to writing the perfect press release including why we write press releases, with writing tips, layout guide, structure and distribution. Plus I’ve got a free press release template to make it even easier for you!

Press Release Template

I created this press release template to help you excel in your marketing. It is a PDF so just hit the download button. You’ll be able to switch out my information for your own while you get the hang of the structure. It also tells you how to lay it out and what to add to it. Simple huh? We like simple! Just click here to access My Free Press Release Template.

What is a press release?

• A press release is a written document that tells journalists and the media all about an event, product, campaign or company they should know about. It’s like a secret weapon for getting the word out and getting noticed. handy, right?
• It has to be brand new information or a fresh take on a subject. If it is already in the public domain, it isn’t newsworthy.
• The reason I like a press release is that it also has all the information, every fact and figure about your launch and it is all signed off.  Meaning, it is a fantastic starting point for your blog posts, newsletter and social media – a few tweaks and off we go!

How should I layout a press release?

Now that we know the WHY we send press releases, let’s chat about layout.

• A traditional press release is usually a PDF file so it can’t be edited easily but the information can still be lifted out of it.
• I actually tend to write mine in Google Drive (Google Documents) so that I can make amends easily and invite others to review and sign off. I have wasted countless hours over the years pinging files back and forth on email so it definitely saves time if you can use this.
• The text should be a simple font so I use Arial in 12 for the title and 11 for the body
• Traditionally I always make the spacing 1.5 so it is easy to read.
• Images can be added into the press release – just make sure you add captions
• At the end – always end with notes to editors, images, emails and website urls
• Keep it as short as you can – two pages maximum would be ideal but it may be longer if you have lots of information or images.

How should I structure a press release?

Let’s discuss structure. A well-structured press release consists of key elements. And let me tell you, they do not really change from industry to industry so this is pretty standard!

• Date: every press release should be dated so journalists know this is current, NEW news. You can also add an embargo date on, if the information can’t be used immediately
• Headline: This is a concise and attention-grabbing statement that summarises the main point of your press release. I’ve always been told not to be too clever with this so let the journalist think of a clever pun and leave this simple. I’ve gone with ‘How 
• Introduction: The opening paragraph should provide essential details about the event or announcement. The theory goes you should put all the information up front in a concise manner. Think Who, What, When, Where, Why and How – sometimes I write this out and fill it in to make sure I don’t miss anything. Here you’ll see that have written all about my press release here.
• Body: This section expands on the information provided in the introduction. Include relevant facts, quotes from key individuals, and additional details that support the news you’re sharing.
• Quotes: it is common practice to add quotes to your press release. Avoid jargon, be interesting and take any unnecessary words out
• Added extras – you can add supporting information and secondary quotes too and make sure you finish off with a conclusion
• Boilerplate:  Use ENDS to indicate that is the end of the document.  Follow this up with your boilerplate that is a brief description of your company, its mission, and its accomplishments. It helps journalists understand the context and background of your organization.
• Contact Information: Always include the contact details of a media spokesperson or PR representative who can provide further information or schedule interviews.

Writing tips for a press release

Now that we know the basic structure, let’s move on to some tips for writing an attention-grabbing press release that stands out from the crowd.

• Make your headline clear. Journalists receive numerous press releases daily, so your headline needs to be compelling enough to grab their attention instantly. Use strong and descriptive language to pique their curiosity. Just no clickbait type headlines, that is their job
• Focus on the news angle. Journalists are looking for newsworthy stories that will resonate with their audience. Make sure your press release offers something unique, whether it’s a product launch, a community initiative, or an industry breakthrough.
• Keep it concise and to the point. Journalists are busy, and they appreciate press releases that get to the heart of the matter quickly. Avoid fluff and unnecessary details. Stick to the facts and provide relevant information. And steer clear of exclamation marks  – it is one of those things journalists just hate!
• Use quotes effectively. Including quotes from key individuals adds credibility and humanizes your press release. Make sure the quotes are relevant, insightful, and provide additional value to the readers.
• Proofread and edit meticulously. Grammatical errors and typos can undermine the professionalism of your press release. Take the time to review and refine your writing to ensure it’s error-free.

Distribution

Now that you have a solid understanding of the structure and writing tips, let’s talk about distributing your press release for maximum impact. Once your press release is polished and ready to go, it’s time to distribute it strategically. Here are a few distribution channels to consider:

• Online Press Release Distribution Services: Websites like PR Newswire, Business Wire, and PRWeb can help you reach a wide network of journalists and media outlets.
• Media Outreach: Research relevant journalists and media contacts who cover your industry or topic. Personalised emails and direct pitches can go a long way in grabbing their attention. When I first started out, I would buy magazines, find the journalist and guess their email address. These days think about using online and social media to research your contacts
• Social Media: Leverage your social media platforms to share your press release with your followers. Encourage them to share it with their networks for increased visibility.
• Company Website: Publish your press release on your company’s website, under a dedicated ‘Press’ or ‘News’ section. This allows journalists and potential customers to access your news easily.

And there you have it, a comprehensive guide to writing a captivating press release. Remember to structure your press release effectively, incorporate writing tips that make it stand out, and distribute it strategically for maximum impact. With these insights, you’ll be well on your way to grabbing the attention of journalists and generating the buzz your news deserves.

Just click here to access My Free Press Release Template.