Google will give you thousands of results if you search "How to write press releases" in its search bar. It's no surprise. It is essential to know how to create a press release if you want to gain media coverage for your company.
- What should a press release contain?
- How do you end a press release?
- What about the format of a press release?
We have all the answers.
You can follow specific guidelines to write a press release. These guidelines cover everything, from news angles to structure. You will find all of them in our comprehensive guide to writing press releases that get attention and results. You will also find expert commentary.
Are you ready to write great press releases?
Step-by-step instructions on how to create a press release
- Pick the angle that is most relevant to your target audience
- Learn the structure of press releases
- Begin with a well-thought-out headline
- Pay close attention to the first paragraph
- In a few paragraphs, you can cover the basics.
- Consider adding quotes
- Include contact details
- Use a boilerplate to end your press release
- Double-check everything
- How to format your press release
- Avoid common mistakes in press release writing
Step-by-step instructions on how to create a press release
Step 1: Target audience
Before you start writing the press release, it is important to choose the right angle for your audience.
Keep in mind that the angle (or the perspective) that a story takes will be different for readers of specialist magazines than it will for local newspapers. You should actually write different releases for different audiences.
To maximize the potential of your press release and make sure it reaches its intended audience, don't overlook the importance of researching who you're targeting. Crafting an excellent piece won't work if journalists in relevant areas aren't aware that it exists!
WUGT is a PR tool that allows you to access over a million contacts and make smart recommendations based on your press releases. You can then always pitch the most relevant journalists who are likely to be interested.
Step 2: Structure of a press release
It is important to know the structure of press releases in order to create a winning press release.
You're making sure that journalists can quickly find the information they need in your press release. This shows that you are a skilled PR professional who is familiar with the details of a press release and makes it easy for them to work with you
Here are the contents of a press release:
- Headline: To catch a fish, you must catch it first
- To be effective, your press release must have a catchy headline. This is the headline that people read first and they will decide if they want to continue reading the entire thing.
- Keep it brief. It's easier to read and more attractive. If it is less than 110 characters, people might tweet about it. The entire decision-making process takes only 3 seconds. Make it interesting, fresh, and newsworthy.
- Writing a press release's lead is the second most important aspect. The lead is the place where impatient readers will find the answers they need to the most pressing questions.
- This part should follow the "miniskirt Rule". That is, your lead should be short enough to only cover the basics but not too long to make it entertaining. You don't want to waste the journalist's attention.
- Source: Show your trustworthiness
- Cite external sources if you are basing your press release on them. This will make you more credible to your audience. It is important to ensure that the link you are linking to is authentic and not fake news.
- We do not recommend that you display the entire URL unless you are citing your sources at bottom of press releases. Anchor text can make your links appear more natural.
- The beauty of the details is what makes essentials so beautiful
- Your readers need to know the basics. We mean the essential details that are necessary to understand why this press release is important. It doesn't matter if you write a novel. Just give a brief explanation to get reporters interested in what you have to say.
- If you want your press release to get noticed, highlight the benefits that it brings to others—it's what journalists care about! Keep in mind that reporters are interested in how readers can gain from using your product or service. When crafting a successful press release, therefore, make sure it's not just all about you and instead focuses on things that will attract potential customers.
- Quotes: Show the perspective of others
Adding quotes to your press release is an effective way of making it more intriguing and diversifying its contents. Not only do they add extra layers of insight, but also make the text easier on the eyes - providing a much-needed break from long sentences or paragraphs! Ultimately, this should be reason enough for you to include one in your next PR statement.
Additional data
This is the right time to do so without overdoing it. When it comes to writing a press release, remember that sometimes less is more.
One photograph can speak a thousand words. My press releases should include at most one or two photographs. We used to just write and try to create the perfect news article without any visual content back in the day. Today, I wouldn't dare to send out a press release without a visual anchor. - David Rudolph, D. Ericson & Associates Public Relations
Contact details: introduce yourself
Add contact information so journalists can reach you or anyone else. This is important as they may have additional questions. You will have very little chance of your release being published if you ignore this aspect.
A boilerplate is the perfect way to close a press release
If you are wondering how to close a press release, here is the answer: use a boilerplate. If your press release caught their attention, and they continued reading to the end, it is likely that they are interested in learning more about you. This is where journalists will look for additional information about you and your company. It should be fun and engaging. This is your business card and you need to present yourself well.
It's now time to double-check everything
- Are all the elements mentioned above present in it?
- Is it newsworthy
- Are you able to write between 200 and 400 words?
- Does the heading sound catchy?
- Does it promote and serve an objective purpose?
Your release is likely to go viral if you answer all the questions. It is important to get it to the right journalists at the right time.
Step 3: Format a press release
Let's now focus on the format of press releases after we have covered the structure of press releases. It's the same with press releases as it is with amazing food or a gift. If it's not in great packaging it loses its value. The first impression is what counts.
What is the best way to format a press statement? There are many ways to distribute a press release. But we will not be focusing on faxes or snail mail for now. We will only concentrate on the most common. These are some possible formats for press releases that you might be interested in:
- 1. PDF
- 2. Plain text
- 3. Interactive press release
It may be unfamiliar to some journalists, which could be a benefit or a disadvantage. They might be confused at first but might love it later.
Remember that the times are changing. A press release that was a hit a few years ago may not be as relevant today. Consider what the trend will be next year, and then apply it immediately. Remember--you snooze, you lose.
Step 4: Common mistakes in writing a press release
Publication of bad press
1. This story isn’t newsworthy.
Let's start with the basics. Is it a true story? Is your story new or interesting? Is it something that people outside of your company care about? These questions might prove to be a good indicator that you are on the right track. It's a good idea if it's not original, not interesting, and not sure if anyone will care.
Press releases should only be reserved for newsworthy and timely announcements about clients or companies. Many business leaders and PR professionals mistakenly think that they are not sending out press releases on a regular basis. This is simply not true.
2. You are wasting your time beating around the bush
The first sentence should be the most important. If you can quickly and succinctly communicate the facts, the chances of a press conference making it to the editorial desk will increase. Journalists are more pressured for time than ever, so it is crucial to communicate the core of the story within the first few lines. They won't have the time to read it all, so get to the point as quickly as possible.
Sometimes I get press releases that are so long that they resemble a book chapter. An unprofessional book chapter is one that uses too many self-promotional adjectives. Media professionals are constantly on the run with tight deadlines. My best advice is to make sure you include all the newsworthy information in your press release at the beginning. You can be sure that the journalist won't read it past the end and will overlook a great story.
3. Quotes from press releases are not authentic
Whether it's a jubilant young apprentice celebrating their big break or an executive divulging financial accomplishments, press releases need to be crafted with care. With inexperience in the limelight often comes awkwardness and uncertainty; avoid words that are overly formal so as not to throw off your narrative authenticity! Additionally, take time when writing these communications—double check for typos and other errors frequenting public announcements.
Step 5: Create press releases templates
Create press release templates that include a headline, introduction, key points, quotes from relevant people (if applicable), and contact information. Also, consider setting up an email list or newsletter to keep in touch with your customers and media contacts. Creating content for social media outlets such as Facebook, Twitter and Instagram can also be important in keeping the public informed about your business activities.
It can be difficult, especially when the press releases start to pile up. There is a way out of this situation. WUGT press release marketplace allows you to easily order press releases from journalists who are skilled at crafting messages that will get the "AHA!" moment on the journalist's side.
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