In a fiercely competitive digital era where businesses of all sizes are working hard to stand out in the crowd, writing a great press release can be a great way to get ahead. All you need to do is impress the press!
But relevant and informative content that resonates is a must. Crafting a press release that shares the right information in the right context simply means your chances of being published increase.
You’ve never written a media release, you say? Never fear, your warriors are here. With some expert tips and a bit of planning, you’ll be a guru in no time… you’ve got this!
1. Picking your tone
First up, pick a tone that is relevant to your audience, and work to keep this tone consistent throughout your release. Ask yourself, is this a formal, informal, playful or a sincere story? What is it that you want your readers to think and feel when they hear about your news?
Remember to always write your press release in the third person.
2. Developing your headline
As you work to stand out in the crowd, so must your headline.
A good rule of thumb here is to boil your news down to just two or three words and build from here.
Sharp, shiny headers immediately appeal to consumers. Keep in mind that some headers take time, and often arise in the middle of writing your important spiel.
3. Creating your hook
Next is the fun part – developing your first paragraph, which is better known as the hook. Every good news story begins with one and it’s here you breathe life into your press release.
Your leading paragraph should contain the most important, engaging information, and be the umbrella of your entire story. It should seek to answer the who, what, when, where, how and why, and keep the reader on a positive reading experience. But don’t overdo it – stick to less than three lines.
4. Writing the body of the release
Once you’ve nailed the hook, you can then work on creating the body of your story. The second paragraph works to expand on the lead by providing more details.
We recommend you provide the most important information first and finish with the least important, a concept commonly used by journalists.
Again, keep sentence structure short. Often, journalists work with limited print space, so they’ll cut content as required, especially from the bottom.
5. Including quotations
In the body, be sure to use quotes to further engage your reader. This is your chance to give your release some personality and provide greater depth for the end reader. Just ensure these quotes are attributed to a person of relevance.
6. Wrapping it all up
Now comes the wrap up which should contain the least important details and background information about the business, person or event. Here, you want to summarise any key points and details that the reader should be aware of.
7. Including a media contact
It’s important to add a contact number for media to check on any details and if you want to further impress, a great image to complement the story can also be a winner.
Be sure to read your press release at least three times. Journalists, while not infallible, can be easily deterred if errors appear or the information isn’t clear enough.
And lastly, phone ahead to media sites of the intended press release! Journalists and editors receive inboxes full of media releases every day, so make yours stand out when it hits their inbox. Most media sites receive more than 100 press releases daily, so after all your efforts, go the extra mile.
That concludes our warrior press release insights for ultimate reach and impact! For more information on press releases or how BWC can assist in sharing your newsworthy story, contact us!
Insights from Team BWC