How to Write a Press Release
Press releases have been around for a long time. And for a while, they were the primary way to get the attention of the press and get your company update featured in the next news cycle.
Some companies have even been launched primarily with the help of a well-crafted press release that created intrigue and hooked editors and readers.
But today, with the way people consume information rapidly changing, writing a press release has changed as well. You need to understand how to write a press release that appeals to online audiences and gets noticed.
With that in mind, let’s look at the most critical aspects of how to write a good press release.
What is a Press Release?
Before we can get into the details of how to write a press release for an event or product launch, we need to clearly define what a press release is and what purpose it serves.
A press release is a type of announcement that a company makes about notable events or developments that it wants to share. As the name implies, a press release is meant for the press or the media, as its primary purpose is to get the news on publications that will hopefully be read by your target audience.
But today, the exact process of writing a press release for an event is a bit different than it was a decade or so ago. Today, press releases are just as much about SEO and a digital presence as they are about actually getting republished on news outlets.
Still, since press releases are meant for the media, they usually follow a journalistic structure, utilizing the “who, what, why, when, where” formula. They also include relevant quotes to provide more context to the subject at hand.
A sample press release that typically achieves results is concise, sparks curiosity, and is authoritative.
Types of Press Releases
Even though the basic principles of how to write a press release remain similar, there are actually quite a few different types of press releases that are commonly used, each serving a different purpose.
Let’s look at a few press release examples below.
Events
Writing a press release for an event is one of the most common and helpful practices to master. Whether you want to encourage attendance or simply inform people of a grand opening, these types of press releases should focus on details such as what is opening, when it's happening, and why the reader should care about it.
Product Launch
When a company launches a product, it must write a press release to generate interest and get sales rolling. Since it's a new product, the press release should emphasize its specs, benefits, advantages, and unique features that will entice curiosity.
Product Update
Changes in products are also crucial to their consumers, so keeping them up to date is essential. In this type of press release, focus on why the product is being updated and what the main changes are.
Partnerships and Mergers
The restructuring of a company is something that stakeholders care about, so announcing any mergers or new partnerships can help keep those that need to know appeased and potentially boost your company's value as a result.
Rebranding
If you're planning to embrace a new brand identity, you need to inform your current customers to avoid alienating them. Talk about why the change is happening, what will be different, and what you are hoping to accomplish.
Why Write a Press Release?
Just as with any type of content a company publishes, press releases can serve multiple purposes and be helpful in a variety of situations. We already talked about some of the common types of press releases, but when figuring out how to create a press release, it’s also important to understand the motivations behind them.
The primary purpose of a press release is to gain media coverage. When you have something you want people to know about, a press release can act as a shortcut that gets you a lot of publicity quickly.
It’s also essential when launching a new company or rebranding. A press release can act as a quick way to get people talking about your company.
A press release is also a handy tool when dealing with a crisis. Things will go wrong, and when they do, it’s always better to get in front of the problem and frame the situation in your favor or at least own up to your mistakes.
Today, a press release also acts as an SEO tool. If you can craft your press release to include relevant keywords, it can rank highly on search engines and provide additional traffic to your site or even boost your site’s authority.
What to Include in Your Press Release?
The reason why figuring out how to write a press release can be tricky is that there is a standard format that should be followed. Sure, there may be deviations, but most of the time, the basic components remain the same.
As a result, if you know these basic building blocks, writing a press release is much more straightforward.
First off, you need a catchy headline. The headline is the first thing editors will see, and it’s the first thing readers will see as well. You should also include a way for media representatives to reach you if they needed more information.
Then, you’ll have the main body of information, where you should emphasize the points you want to make. You should also include information about where your company is located as well as a section devoted to its primary focus.
How to Create a Press Release
Press releases are an art form. Done right, they will attract attention to your brand or business. The goal is to entice readers to want to learn more about your products, services, or events. So, make sure you are engaging, informative, and professional.
As briefly mentioned before, this irresistibility factor starts with the headline. If you have a good headline, readers will be encouraged to read more.
Then, you must build on that initial curiosity by offering an immediate payoff. Tell the reader the who, what, why, when, and where of the story to instantly show what’s happening and why it’s important.
You should also add a quote or two that bring the main points home and provide more context. Finally, include background information about the topics of the press release so that it becomes self-sufficient as a news source.
Press Release Tips and Pointers
At this point, you’re almost ready to craft a press release that will get results. That said, let’s go through a few key tips that will help you in the creative process:
- Remember that press releases are meant for journalists, so you should think like one as well. Enticing curiosity is essential, but you should do so while remaining professional and using language that can be published in a variety of media outlets.
- Make sure to lead with the gist of the story and add details in later sections.
- Use quotes to enhance the press release and be very deliberate about their purpose.
- Keep it short and sweet but don’t compromise on what needs to be said.
Why Work with LeadJig
Figuring out how to make a press release on your own can be tricky, especially if you haven’t written one before.
At LeadJig, we have experience with crafting press releases that get picked up and circulated in the most relevant publications. If you want to learn more about our financial marketing services and what our financial advisor marketing platform can offer, contact us today!
