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How to Do a Press Release
By MarketBlast
Request Info & Pricing on Sending a Press Release
Press
releases remain one of the most efficient ways to communicate important news
about your business, product, or event to the public and the media. Whether
you're announcing a new product launch, a milestone achievement, or hosting a
significant event, knowing how to write a press release is crucial for getting
the word out effectively. But how exactly do you create a press release that
grabs attention and gets picked up by news outlets?
This
guide will walk you through everything you need to know about writing a press
release—from its structure and tone to distribution strategies. We'll also
explore the importance of timing, offer tips for optimizing your press release
for online visibility, and provide some bonus insights into what makes a press
release stand out.
What
Is a Press Release?
A
press release is an official statement delivered to members of the media with
the purpose of making an announcement. Typically, a press release is used to
notify journalists and media outlets about significant events, updates, or news
stories that a company or individual wants to publicize. Press releases can
lead to media coverage, increased brand awareness, and even heightened customer
interest.
Why
Press Releases Are Still Relevant
In
an age of instant communication, some may argue that press releases are
outdated. However, they remain an integral part of public relations for several
reasons:
Credibility: Journalists and media outlets still rely on
press releases as a primary source of verified information.
Control
the Narrative: A press release
allows you to frame the narrative around your news, reducing the chances of
misinformation.
SEO
Benefits: Digital press releases often include
keywords, backlinks, and multimedia elements that can boost your online
visibility.
Cost-Effective: Press releases offer a low-cost method to
gain widespread exposure compared to other advertising and PR tools.
MarketBlast® offers an exceptional and affordable Press Release and Content Marketing program designed specifically for smaller companies, startups and entrepreneurs.
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The
Anatomy of a Press Release
Before
writing the actual press release, it's essential to understand its basic
structure. Although you can get creative with your wording and tone, the format
is generally standardized across industries.
Headline: This is arguably the most critical part of
your press release because it determines whether journalists and readers will
keep reading. Keep your headline brief, clear, and attention-grabbing. Aim for
60-100 characters.
Dateline: This section includes the release date and
the location from which the press release is being issued. Typically, it
appears before the first paragraph of the body and reads something like this:
"FOR IMMEDIATE RELEASE—[CITY, STATE]—[DATE]."
Lead
(Opening Paragraph): The first
paragraph, or the "lead," should contain the most important
information. Follow journalism's "5 Ws": who, what, when, where, and
why. This helps grab the reader's attention and provides a quick news overview.
Body
(Supporting Details): The body
paragraphs should elaborate on the lead. They should include background
information, quotes from key stakeholders, and additional details that support
your announcement. Break the body into 2-3 short paragraphs, using concise and
factual language.
Boilerplate: A boilerplate is a brief paragraph that gives
context about your company or organization. Think of it as a mini "About
Us" section. It's typically placed at the end of the press release.
Contact
Information: Always include a
section with your contact details. This should provide journalists with a way
to reach out for more information. Include a media contact or PR
representative's name, phone number, and email.
Closing: Conclude your press release with
"###" or "-END-" to signal that the release is complete.
This is an industry-standard practice to avoid confusion.
Step-by-Step
Guide to Writing a Press Release
Now
that you know the basic structure, let's break down how to write each press
release section in detail.
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Craft
an Attention-Grabbing Headline
The
headline is the first thing anyone sees, and it must spark interest. Think
about it like a newspaper headline—journalists are busy and need to know
instantly if your story is newsworthy. Here are some tips to get your headline
right:
Be
Clear and Concise: Use active language and avoid jargon.
Include
Keywords: If you're distributing your press
release online, include relevant keywords to help search engines find it.
Make
it Newsworthy: Think about what
makes your announcement unique or timely.
Example: "Tech Company XYZ Launches Revolutionary
New AI Tool to Help Small Businesses Save Time and Money"
Write
a Compelling Lead
Your
first sentence should succinctly communicate the essence of the news you're
announcing. This paragraph must answer the five Ws (who, what, when, where,
why) clearly and concisely.
Example:
"Tech Company XYZ, a leading innovator in artificial intelligence
solutions, has today announced the launch of its latest product, an AI-powered
tool designed to streamline operations for small businesses."
Add
Depth to the Body
After
you've hooked your reader, it's time to flesh out the story. Use this space to
provide more details about your announcement. Here are a few elements to
consider:
Background
Information: Why is this news
happening now? Is it part of a broader trend or a response to market demands?
Quotes: Including quotes from company executives,
partners, or industry experts adds credibility to your press release.
Statistics
and Data: Numbers can enhance the impact of
your press release. Include any relevant statistics that support your news.
Example: "According to recent studies, over 70%
of small business owners struggle with time management. 'We designed this AI
tool specifically to address this challenge,' said John Doe, CEO of XYZ."
Write
a Strong Boilerplate
The
boilerplate is an essential component, but it's often overlooked. This short
paragraph gives journalists context about your organization. It should include:
- The company's mission or value proposition.
- A brief history of notable achievements.
- A call to action, such as visiting your website for more information.
Example: "XYZ is a global leader in AI
technology, providing cutting-edge solutions to help businesses streamline
their operations. With over 20 years of experience, XYZ has served clients
ranging from startups to Fortune 500 companies. Learn more at www.xyz.com."
Press
Release Formatting Tips
While
writing quality content is crucial, the presentation of your press release is
just as important. Media outlets receive countless releases daily, so ensuring
yours looks professional can increase your chances of getting noticed.
Length: If possible, keep your press release to one
page (400-500 words). Journalists are busy, and concise communication will
improve the chances of coverage.
Formatting: Use a professional font like Arial or Times
New Roman, and make sure the text is aligned properly. Headlines should be
bolded, and body text should be easily readable.
Multimedia: Including images, logos, or even video links
can make your press release more engaging. Make sure your multimedia elements
are high-quality and relevant to the news.
Press
Release Distribution Strategies
Once
you've written a stellar press release, it's time to get it into the hands of
the right people. Here's how to maximize its reach:
Target
Media Outlets
Create
a list of journalists and media outlets that cover your industry or niche.
Personalizing your outreach to specific journalists will increase the chances
of your press release being picked up.
Use
a Press Release Distribution Service
Several
platforms, such as PR Newswire, Business Wire, and Marketwired, can help distribute
your press release to media outlets. These services can increase your chances
of being picked up by reputable sources.
Share
on Social Media
Don't
forget to share your press release on your social channels. Platforms like
Twitter and LinkedIn are great for getting more eyes on your news.
Post
on Your Website's News Section
A
"News" or "Press" section on your website is a great way to
archive your press releases for future reference. It also allows journalists
and bloggers to find your releases more easily.
Send
it to Influencers and Bloggers
Influencers
and bloggers often have large followings and can be instrumental in spreading
your news. Make sure to target influencers relevant to your industry.
Timing
Is Everything
Regarding
press releases, timing can make or break your success. Consider the following:
Industry
Cycles: Certain industries have peak news
cycles. For example, tech companies often release news about major conferences
like CES.
Avoid
Bad Timing: Sending a press
release during a major holiday or a significant global event can decrease its
chances of getting attention.
Common
Press Release Mistakes to Avoid
Overhyping: Avoid using exaggerated claims or overly
promotional language. Stick to the facts.
Ignoring
the News Angle: If your press
release doesn't have a newsworthy angle, it's unlikely to be picked up by
journalists.
Forgetting
to Proofread: Typos and
grammatical errors can make your press release look unprofessional.
In
Summary
Knowing
how to do a press release is essential for any business or individual looking
to make an impact in the media. Following this guide can create a professional,
attention-grabbing press release that effectively communicates your news.
Remember to keep it concise, structured, and newsworthy while targeting the
right audience and timing your release for maximum exposure. With the right
approach and distribution strategy, your press release can lead to valuable
media coverage, enhanced brand visibility, and increased credibility in your
industry.
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