Despite business communications moving on, a press release still remains a fundamental tool for sharing news with the world.
Whether it’s announcing a product launch, a partnership, or a significant achievement, a well-crafted press release can attract media attention and effectively communicate with your target audience. While the format is straightforward, its impact lies in ensuring all the essential elements are included and presented clearly.
The Importance of a Strong Headline
The headline is your first impression, and it needs to grab attention instantly. It should be concise, clear, and engaging while incorporating relevant keywords for online visibility. A compelling headline sets the tone for the rest of the release, sparking curiosity or highlighting a benefit to the reader. For instance, “XYZ Launches Revolutionary AI Tool to Transform Customer Experience” captures attention while hinting at the significance of the announcement.
Subheadings That Draw Readers In
Complementing the headline is the subhead, which provides additional context. Acting as a teaser, it draws the reader further into the release by elaborating on the headline. For example, “New AI-powered platform promises to reduce response times by 50%, enhancing customer satisfaction” provides insight into the news’s value.
Crafting the Perfect Opening Paragraph
The opening paragraph, or lead, is crucial. This section answers the basic questions: the who, what, when, where, and why of the news. It should be succinct yet comprehensive, summarising the announcement in 30 to 40 words. Following this, the body of the press release expands on these details, providing context or background information including research (editors love numbers – but make sure to add a reference link for these), highlighting key features or benefits, and including quotes from key stakeholders or executives.
Using Quotes to Add a Personal Touch
Quotes not only add credibility but also inject a personal touch, making the release more relatable and engaging. For instance, “John Smith, CEO of XYZ Ltd, commented, ‘Our latest tool is a game-changer for businesses seeking to enhance customer experience and operational efficiency.’” ensures the release carries a human element.
Formatting for Media Friendliness
Formatting plays a critical role in making your press release media-friendly. Journalists often skim through content, so short paragraphs, bullet points, and subheadings can significantly enhance readability.
Incorporating a Call to Action (CTA)
A strong call to action (CTA) ensures the audience knows what to do next. Whether it’s visiting your website, registering for an event, or contacting your team, the CTA should be action-oriented and leave no ambiguity. Not many media may include this but if you are uploading the release to your website and sharing it on your social media, it might help your customers.
The Boilerplate
No press release is complete without a boilerplate statement—a standard paragraph at the end of the release that offers a brief overview of your company. This section typically includes your company’s mission, key offerings, notable achievements, and a link to your website. For example, “XYZ Ltd is a leading provider of AI-driven solutions for businesses worldwide. With a commitment to innovation, we help companies streamline operations and improve customer engagement. For more information, visit xyz.com.” Don’t make this too long, its to give journalists and media a bit of background and context.
Providing Contact Information
Contact information is another critical element. Journalists should be able to easily reach out for more details, so include the name and title of the contact person, along with their email address and phone number. Providing links to relevant social media profiles can also be helpful.
Enhancing Your Release with Multimedia
Consider enhancing your press release with multimedia attachments such as high-quality images, infographics, or videos. Visuals not only make your content more engaging but also increase the likelihood of it being picked up by the media. Ensure all attachments are named appropriately and sized for easy use.
Closing the Press Release
Traditionally, press releases conclude with the word “ENDS,” followed by any additional notes to the editor, such as embargo details or related resources.
Final Thoughts
Personally, while we believe that it has to be news of some moment to warrant a press release, a press release can be more than just an announcement; it’s an opportunity to tell your story and control your narrative. By focusing on clarity, conciseness, and relevance, you can craft releases that catch the eye of journalists and resonate with your audience. Whether you’re a seasoned PR professional or new to the field, mastering these basics ensures your press releases deliver the impact they deserve.
If you would like our help to craft the release, fill out this form.
