PR professionals aren’t new in writing a press release. It’s their job, but no matter how familiar they are in writing and distributing releases, it can still be daunting at times.
A well written release is a newsworthy material. Otherwise, you will not get media coverage.
Below are tips that every PR professional should know when writing and distributing releases.
In Writing a Release
- The headline should be short and sweet.
- It should be written in the third person. Don’t use “I” or “we,” unless it is a direct quote.
- Include the 5Ws (what, when, where, why and who) and 1H (how) in the introduction.
- It should be 400 to 500 words. Don’t write more than 500 words.
- Avoid industry jargons and buzzwords in the headline and the body of the release.
- Get to the point.
- Offer facts, not opinions.
- Include one to two quotes from your company executive or anyone affected by your announcement.
- Do not write a sales pitch.
- Always write why the audience should care? What benefits are offered to the audience?
- Write it without spelling, grammar and punctuation mistakes.
- Include a human element in order for your audience to connect with your story.
- Have a call-to-action. Lead the readers to what they’ll do next.
- Provide one to two links to your site. Enable people to learn more about your business.
- Use keyword in the headline, subhead, first paragraph and sprinkle it in the body of the release. Don’t force the keyword in the release.
- Write the release for the audience first. The search engines will rank it if it is relevant and useful for the readers.
- Include multimedia, such as an image, video or infographics. It makes the content interesting and boost its message. Multimedia offers a more consumable bite of information.
- Include a media contact. Write the name of the media contact, email address, contact number, mailing address and social media handle.
Follow the format in writing a release:
There are certain format that should be followed in press release writing. It is essential that anyone writing a release knows the standard format to make it easier for the readers to get important information about your story.
Start thinking of a creative angle of your announcement. Let your creative juices flow.
Stop thinking of how you can gain more sales. You have to avoid writing a sales pitch, but rather focus on your readers.
Place yourself in the audience’s shoes. You should be able to answer “why should I care?” Why your audience will pay attention to your news?
Is there something significant about it? What can you offer?
When you already have a good angle, begin stating the important facts of your announcement. Concentrate on the what, when, where, who, where and how of your story.
Maintain an objective voice. Get straight to the point in order to deliver the right tone.
Follow the standard format of a release.
- The headline should be catchy. It should summarize your story and contains the keyword.
- The subhead should support the headline. It should contain the keyword.
- The dateline should include the city where the news is coming from and the date of the announcement.
- The first paragraph, also called the lead or introduction defines the what, when, where, who, where and how of your story.
- The body of the release should support the facts presented in the introduction. It should contain additional details of the release. The call-to-action (CTA) should also be there.
- The boilerplate contains details about the company issuing the release. It describes what the company does in a few sentences. The same boilerplate is used in all the press releases issued by the brand.
- The media contact is the person that can be contacted by the media in case they need to communicate anything regarding their release. It must include the contact’s name, contact number, email address and social media handle.
Different Types of Press Release:
There is only one format to follow when writing a release. However, they can be written differently, depending on the type of story. The main types of stories include:
- Launching of a website, product, company or a project.
- Announcing a newsworthy event or news.
- Announcing a product. It may include product changes or changes in pricing. A company can also write a release about a product recall.
- Writing a release for brand positioning. You can write a release to establish your brand as an expert in the industry by focusing on trending or controversial topic.
- Executive or staff news. You can write a release about a new CEO or new employee.
- Announcing an event. Are you sponsoring a charity event, conference, seminar, webinar or a social event? Write about it.
Distributing Your Release:
Once you have written your release, it’s time to distribute it to your target reporters and press release distribution service. For you to spread your story, you need the help of the media who cover a story.
A press release service can help you get placement f your news by distributing it to relevant reporters and news outlets within their network. It is important to choose a well-established and reputable distribution company that can help you reach your goals as a business.