A press release is a strategic communication for organizations to share news, whether with the mainstream media, a press release distribution service, or an online venue. Press releases are used for making announcements that an organization wants to become media coverage, such as newspaper articles and broadcast news.
Press releases can be issued in support of various newsworthy events, such as rebranding, product launches, influencer partnerships, new leadership hires, or new office locations.
To write an impactful press release, you must first conduct interviews or research to develop a newsworthy story. This is necessary to get the background from those who are involved in what you are writing about and to support any claims with data.
Business owners can benefit from learning how to develop a press release. As an important extension of your online marketing strategy, a robust press release will convey the company’s narrative while increasing the organization’s visibility.
Learn how to write, format, and distribute a press release to get your business updates in front of a wider audience.
What benefits can a small business gain from writing a compelling press release?
A newsworthy press release will get the media to share information about your business. For instance, different types of press releases could update audiences about new partnerships, awards, services, projects, and products.
This process helps you reach targeted audiences and also establishes thought leadership authority within your industry. Cision’s 2021 State of the Press Release Report, reported that businesses benefited from press release writing through:
• Increased brand visibility
• Reinforcement of its marketplace thought leadership reputation
• More impactful media relations with journalists and editors
A well-written press release can improve a company’s website’s search engine optimization (SEO). By publishing press releases on your site, search engines detect keywords, which can boost your company’s search engine results pages (SERPs) rankings.
How to write an effective press release for media outlets: Raise the impact of your press release
An effective press release grabs the reader’s attention so they want to learn more about what’s happening with your small business outside of the press release announcement. It can also supplement your other content marketing efforts—blog posts, podcasts, social media, and more. While this other content can be published at any time, a press release should be distributed right before or after an event occurs.
From crafting your press release headline to getting it in front of the right media contacts, follow these steps to create an effective press release.
1. Review other press release examples
A press release should be short and sweet. In just a few paragraphs, you must convey the key takeaways to an audience who may read hundreds of releases a day, primarily journalists, influencers, and other industry experts.
To start, determine whether your news is worthy of a press release. New product lines, an office relocation, or an individual or company winning an award are all examples of newsworthy topics to feature in a press release.
Once you’ve decided to issue a news release, get inspired by looking at examples of other news releases that worked to determine your approach. When evaluating other press releases, ask yourself the following questions:
• What did this press release do well?
• What about this news release inspired me to learn more about the company’s efforts?
• How did this press release capture my attention?
• How much information was enough to get the point across, both in length and word count?
Pro tip: The maximum length for a press release is around 300 to 400 words. This gives you the best chance of being picked up by multiple news agencies.
2. Write your lede
You might have heard this phrase before without knowing it’s a common journalism tip: “Don’t bury the lede.” The lede (also sometimes spelled “lead”) is the first sentence of any written piece, and it should capture the reader’s attention while conveying your reason for writing.
Generally, it’s preceded by a headline—a shorter version of your lede that should include relevant keywords.
To start, think about the reason you’re creating a press release in the first place. If you had only a few minutes, how would you summarize the update to your friend? Think of it like an elevator pitch for this particular announcement. Often, this will be your lede—and you want it to stand out.
For example, grocery delivery service Flink and online magazine Press for Champagne teamed up in their press release with the lede: “Cold champagne within ten minutes.” This crafty phrase grabs the attention of readers and highlights what the companies will share in the release that follows.
3. Create a rough draft of your press release format
In the rough draft of your press release, think about your target audience. Why would a journalist care about the events or news shared? Is it unique, inspiring, celebratory, unexpected, or does it stand out from the crowd in some other way? The background information that follows your header should give the reader some stakes as to why this matters.
Start by outlining the most important points to convey in your press release. Some journalists suggest covering the 5 W’s of a news event: who, what, when, where, why. Make sure you answer each question within the body paragraphs. A good press release should also include the following boilerplate elements:
• Headline: Use an attention-grabbing headline that highlights the main point of the release, such a new product launch
• “For immediate release:” his statement should be included immediately beneath the headline, unless the information is embargoed until a specific date
• First paragraph: An overview of the update or news to set up the rest of the body copy
• Body paragraphs: Provide more details about the news story and the stakeholders involved; use short paragraphs with 3-4 sentences each
• Phone number and contact information: Include your company’s main media contact or spokesperson (even if that’s you)
• Company website and social media links
4. Distribute your press release
Before you send out a press release, ask a trusted friend or staffer to proofread it. A second pair of eyes can help you spot mistakes in your press release before it’s too late to change.
Next, create a list of media contacts interested in your press release. Look at local coverage for other businesses to see who has published releases before. Most companies have an online submission service or email database. You can also use a tool like Hunter.io to find contact details.
Email is one of the best ways to reach journalists, who often share their contact information in their byline or on public relations platforms like Muckrack. For an email press release, use the document’s headline as the email subject line and keep it to nine words or 60 characters.
Lastly, the timing of your release matters: Avoid emailing journalists on a Friday afternoon or during the weekend since these are typically dead zones for the media. Instead, submit your press release during the work week.
5. Promote your press release
Hopefully, your press release will be picked up by news outlets, bloggers, or social media influencers who share it with their audiences. If/when it does, share this coverage on your own channels.
But even if the media hasn’t picked up your press release, you can still build momentum by publishing your company news on social media, your blog, or via your email newsletter. Whether it’s a timely event press release or a product launch press release, the more views you can get in these early hours and days, the better.
Distributing the press release like a pro
If your small business or startup has something newsworthy to share, use it as an opportunity to draft your first media release. In the meantime, brainstorm about the kinds of events that should prompt releases in the future. You can also create an internal press release template to use whenever you launch a product, update services, or need to communicate company news.
Once you’ve determined how to write the best press release for your business, check out how to do publicity to promote your small business.
Press Release Distribution Services
Submitting your news release to a press release distribution service like Newswire, EIN Presswire, PR Newswire, Business Wire, or Press Ranger can significantly enhance your chances of gaining press coverage. A successful press release is one that captures attention and delivers your message effectively. When you send your press release, make sure it’s well-crafted and highlights your new business or initiative. A press release that gets results can help you reach a wider audience and attract potential customers.
To maximize the success of your press release, consider including a press kit that provides additional resources for journalists. This can enhance the likelihood of your story being picked up. If you’re looking to write press releases for your small business, utilizing a free press release template can streamline the process. Remember, press releases don’t have to be complicated; a straightforward and engaging press release announcing your latest news can lead to great press and visibility for your brand.
Maximizing the Success of Your Press Release
Following up on your press release can help move it from the journalist’s inbox to publication. However, it’s crucial to maintain a delicate balance between responsible follow-up and annoying behavior. Investing in low-cost email monitoring tools like MailSuite will let you monitor journalists after sending press releases. It will also alert you when someone forwards your email, reopens it, or pulls it back up after a long period. Email monitoring solutions will help you plan when to follow up either on the press release itself or because it was either missed by the journalist or went into spam.
Finesse is the key. You’ve taken the time to craft a compelling press release, and you deserve to have it considered. On average, because journalists are incredibly busy, tactful follow-ups result in more media coverage. You must work the phone to make your press release noticed. Do so carefully and cordially.
Free Press Release Templates
If you’re new to media relations, looking at press release examples is advisable. Become familiar with the various styles, such as product press releases, general corporate formats to share information about your small business, or new hire or event announcements. You should even review a template for an acquisition press release if you will be sending more complex information. The purpose of a press release is to get press coverage. Without it, you cannot generate positive publicity. So take the time learning from models and temp
Before you send a press release to journalists, proofread it. Read your release aloud to identify any elusive typos. Although press release services and distribution companies often point out errors, you should do the same before sending your release to them.
Include your organization’s website URL in the boilerplate section at the bottom of your press release. A great press release is a well-crafted press release. It is also one that follows the formatting rules of engagement.
The success of a press release is directly proportional to the planning and care you put into it. So always ensure that your press release is clear, to the point, error-free, and relevant to the journalists on your media list.
