Ten Killer Tips for Writing a Press Release - 2023

John Coulman  /  May 26, 2023 10:00 EDT

Image Credit: Etienne Girardet, Unsplash

If you are new to PR and writing press releases, it can be a daunting task. At least until you have a few under the belt. When you write your press release, you will want to ensure to focus on crafting a clear, concise, and compelling message. Here are some guidelines for consideration when writing your press release:

  1. Begin with a strong headline as this is the first part a journalist sees: Create a concise and attention-grabbing headline that summarizes the main news or announcement. Make it compelling to entice journalists to read further.
  2. Crafting a concise opening paragraph is paramount: In the opening paragraph, known as the "lead," provide the most important information upfront. Answer the key questions: who, what, when, where, why, and how. The goal is to hook the reader into enticing them to want more and continue reading.
  3. Use a journalistic writing style: Write the press release in a journalistic style, using the third person and an objective tone. Keep sentences and paragraphs short, and avoid jargon or excessive technical language. Stick to the facts and provide supporting evidence or quotes where appropriate.
  4. Include relevant details: Include all necessary details, such as dates, times, locations, and contact information. Provide context and background information that helps journalists understand the significance of the news or event.
  5. Highlight the key messages: Clearly communicate the main messages you want to convey. Focus on the most newsworthy aspects and the value proposition of your announcement. Keep the content focused and avoid excessive promotion.
  6. Provide supporting quotes: Include quotes from relevant spokespersons within your organization. Quotes add human interest and credibility to the press release. Ensure that the quotes are relevant, concise, and align with the overall message.
  7. Include relevant multimedia: If applicable, include multimedia elements such as high-resolution images, videos, or infographics to enhance the visual appeal of the press release. Provide clear captions and instructions for media use.
  8. End with a strong boilerplate: Conclude the press release with a brief paragraph about your organization, known as a boilerplate. Provide a concise overview of your organization, its mission, and any relevant background information.
  9. Use proper formatting: Follow standard press release formatting guidelines, including a clear headline, dateline, and contact information. Use a professional and easy-to-read font, and consider attaching the press release as a PDF or Word document.
  10. If you have a newsroom, ensure you include the link where the journalist can find information like a media kit, history of the organization, access to high-resolution images, etc. This will make their life much easier and could be the different between a story and no story.

By following these tips, you can increase the chances of your press release capturing media attention and effectively communicating your news or message.

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