Press releases are the industry-standard method of sharing news and updates with your audiences. To be effective, you want your press release to stand out. Check out these five tips for writing a press release from the experts here at Full Court Press Communications, and make your next press release a grand slam.
Craft an Attention-Grabbing Headline
Journalists are busy and may have hundreds of press releases crossing their desks every week. Write a headline that captures their attention! Don’t stuff the headline with jargon; instead, keep it concise (100-200 characters max) and focus on the most critical aspect of your news.
Including numbers in your headline and using interesting descriptors or action words will also help garner attention from readers. For example, the headline “Local Nonprofit Finds that We Can House 80% of Unhoused Population in 5 Years with 3 Actionable Steps” is much more compelling than “Nonprofit Releases Study on Homelessness.” Start strong with a good headline.
Get to the Point, Then Back It Up
Who, what, when, where, and why… these are the questions! The intro paragraph of your press release should answer all of them. These are the essentials of your announcement; you should present them right at the beginning to highlight their importance.
Once you give the basics, you can then elaborate with supporting information… which brings us to our next point:
Powerful stories need memorable quotes from the people involved. Challenge yourself to craft a quote from your newsmaker that stands out from the crowd. Be memorable. Be unique. Make your voice undeniable and an essential part of telling the entire story.
If you aren’t sure where to start, push the limits on what you think you can say. It’s even okay to share a sneak peek behind the scenes to tell the journalist what makes this moment so critical for the readers in your target audience.
Keep It Clear and Concise
Clear and concise press releases are the best press releases. Why? Because presenting your information in an easy-to-understand manner will keep your audience engaged! They won’t continue reading your essential news if they can’t figure out what you’re saying. Write straightforwardly, and provide an explanation or definition if you have to include technical language.
Use bullet points, short paragraphs, or other visual breaks to help make your content digestible. Remember, most reporters are likely skimming through press releases. Making your content skimmable will help them identify the critical info and glean the key points of your news.
Tell Them Why They Should Care
So… what’s the point? Journalists and readers alike need to understand why your news matters. Does it solve a problem, address an industry niche, or create an opportunity for your audience?
Consider the 10,000-foot view of your announcement and tell readers about the broader implications for your industry or community. If you can show a reporter why your news is relevant, you’re much more likely to get your news covered.
Grow Your Media Strategy With Full Court Press Communications
Want help writing a press release and improving your media relations strategy? Full Court Press Communications specializes in media communications and telling our clients’ stories clearly and practically. Check out our media relations services or contact us today to learn more.