What makes a good press release? It’s a question that communications and public relations (PR) professionals have been asking for decades. Yet no matter who you ask, you’ll probably find the answer goes something like this: A good press release is concise, informative and captures attention right from the start.
PR professionals also know that learning how to write a press release is only half the battle. To get the full benefits of a press release, you need to make it stand out in the sea of information journalists, bloggers and influencers encounter every day. Ultimately, the best press releases provide value to readers that they can’t get anywhere else. Let’s dive into the best tips for a writing press release that gets noticed.
We’ll start with the press release basics: A well-structured release makes your message easy to understand and therefore easy to promote. Here’s a breakdown of the basic components of a press release:
All press releases tend to follow this layout, but to make yours as effective as possible, you’ll need to go beyond simply following a template.
Crafting a press release that stands out requires more than just a compelling narrative. It demands a deep understanding of your audience, engaging visuals and relevant, optimized content. Writing copy that not only informs but also captivates and persuades is both an art and a science. Get started with these press release best practices.
It’s always a good idea to review successful examples of press releases as a starting point for crafting your own. Following similar examples within the same industry as well as those that are designed for the same purpose (new product launch, upcoming event, etc.) can increase the opportunity for your release to be noticed.
Understanding who your readers are is crucial. Are you addressing industry professionals, potential customers or a broader audience? Consider what aspects of your news will resonate most with this target audience and how they prefer to consume information, then tailor your message and language to appeal directly to them.
All readers appreciate brevity, and there are few press release rules more important than being concise. Stick to essential details that support your key information and avoid unnecessary jargon your audience might not understand. Aim for a press release word count of 300 to 500 words to keep your message clear and focused.
It’s crucial to keep in mind the key to successful press release writing: Telling your audience why they should care. As we mentioned, tell your readers why they should care about your story in the headline to get them to read the body of your release. To keep them engaged, continue telling them why it matters. Make your press release compelling by connecting it to current trends, industry developments or broader social issues that matter to your target audience. A timely, relevant press release is more likely to be picked up by media outlets and spark interest among readers.
Another way to appeal to your audience is to humanize your story. Write your press release like a mini-story with a clear beginning, middle and end that weaves a compelling narrative and invites curiosity. Include quotes from someone directly affected by the story you’re covering to make it more personal.
As you learn how to write a press release, you’ll begin to see how this skill overlaps with another essential skill in the digital age: search engine optimization (SEO). SEO best practices such as incorporating relevant keywords, optimizing headlines and descriptions and utilizing backlinks can help your press release achieve higher visibility on search engine results pages (SERPs) and reach a broader audience.
One of the best press release writing tips we recommend is to add authority by backing up your claims with data. Support your message with statistics, research or industry reports, either your own or from another reputable source. Using data can build trust with your audience and increase your chances of getting picked up.
Like any marketing or public relations communication, press releases should direct readers to take the next step. Your call to action should align with your press release’s goal: You could direct readers to your website, provide contact information or invite them to register for a product launch or event.
It’s not only important to understand how to write a press release – it’s imperative to edit it thoroughly for grammar, style and flow. First proofread your press release to catch typos, grammar errors and awkward phrasing. Then re-read it to make sure each word serves a purpose and that your key message is being conveyed. When you’re sure that every word adds value, you’re ready to promote your press release.
Your press release header just may be the most important piece of the puzzle: It should capture attention quickly and encourage your audience to read more. It needs to be specific, intriguing and informative, all in one line, giving readers a clear sense of the press release’s topic and why it matters to them. Here are our top press release tips for headlines:
Another important part of any press release guide is word count: A press release should ideally be around 300 to 500 words. This length allows you to present your key message clearly and concisely without overwhelming the reader. It provides enough space to cover essential information, offer quotes or data and add a call to action while keeping the content focused and engaging.
Your exact press release word count will depend on its content. You might want to use a shorter press release of 300 words for topics such as:
On the other hand, longer press release layouts are appropriate for topics such as:
Regardless of length, ensure the press release is engaging and keeps the reader interested from start to finish.
The last thing you need to know for how to write a press release is the correct style guide: The Associated Press (AP) Style is the widely used standard for journalism and press releases. Here are some rules for AP Style for the press release format.
Following AP Style press release guidelines will help make your content clear, professional and consistent with journalistic standards.
Now that you know what makes a good press release and how to write clear, compelling copy that achieves your organization’s goals, the next question is: How can you make sure your audience sees your great work and that your press release gets the media coverage it deserves? Choosing the right partner makes all the difference.
PR Newswire provides access to a vast, trusted distribution network that reaches media outlets and websites across over 170 countries. Our reporting tools offer valuable insights that let you demonstrate the positive impact of press releases throughout your organization.
Interested in boosting demand, connecting with your audience, strengthening client relationships, and gaining investor trust? Sign up now to distribute your press releases through PR Newswire.
First, understand your audience and the relevance of the news you’re sharing. Write a concise press release headline and an engaging lead paragraph. Provide relevant details and quotes. Include a call to action, boilerplate and contact information. Finally, edit thoroughly to ensure your message is clear, accurate and compelling.
A basic press release layout begins with a headline, followed by a dateline and an engaging lead paragraph. It continues with body paragraphs providing context, quotes and supporting data. Conclude with a call to action, a company boilerplate and media contact information for inquiries.
Aim for a press release word count of 300 to 500 words. This provides enough space to cover essential details while remaining focused and concise. Prioritize relevant information and cut out unnecessary jargon to keep the release easy to read and appealing for journalists and readers alike.
Keep your press release header concise, aiming for 70 characters or less if possible. It should summarize the main point and capture attention quickly. Use keywords relevant to your audience and capitalize only the first word and proper nouns for readability.
These tips are just to get you started with writing your press release. For more in-depth expertise including the difference between branded and non-branded headlines, which format is best for visual scanning and examples of top-performing press releases we’ve distributed, download our Definitive Guide to Crafting an Engaging Press Release now.
