What should a press release include? How do you write an ending for it? What is the format? Do not worry, as we guide you on how to write a press release.
There are specific guidelines for writing a press release. From news angles to the structure, here is a guide on how to write a press release that will garner attention and results.
Before writing anything, it’s to know what angle your target audience cares about. This angel is the perspective that the story will tell which catches the attention of readers. This is different if it’s in a specialized magazine or a local newspaper. So you should have different versions of the press release for the audiences you are targeting.
Also, keep in mind you are not targeting potential readers, but also journalists. If you don’t research or know your target audience, then the press release won’t accomplish anything.
To write a press release is to understand the structure of press release. Following a standard format allows a journalist to find what they are looking for in your release. This enables them to quickly determine if they want to cover your announcement. This also demonstrates you are well versed in PR, knowing the ins and outs, and shows that you’re easy to work with.
To get a Fish, You Need to Catch it
You need a catchy headline to succeed. It is the first thing that people will see and read. Based on that, they will decide if they want to read it or not.
It’s important to keep it short so it’s easier to read and looks more appealing. Also, make it sound fresh, newsworthy, and interesting since the decision process to read it takes about three seconds.
Humans have short attention spans. So literally less or more is better for headliners. Focus on creating a hook to catch your audience. Also, avoid using clickbait material in the headline as it can lose trust among journalists and attract the wrong readers.
Now the press release structure is covered, let’s focus on the format. If the content is amazing, it doesn’t help if the format is bad. People are visually stimulated, which is why the format matters.
So how do you format a press release? There are many ways to distribute a press release, and here we are focusing on the most commonly used one.
This is very popular a couple of years ago. While they look the same on different devices, PDFs are problematic. They’re heavy and overfilled. This makes it difficult to copy information from it and journalist seems to not like this format.
Since many continues still use this format, it is treated as a standard. However, it is not a good move to use this as it can cause problems for readers.
- It’s compatible with nearly every device
- It’s heavy.
- No journalist who likes having their mailbox blocked
- It’s hard to copy.
- While journalists won’t edit too much of it, they still need to copy and rewrite certain aspects. When sending a file that is hard to edit, it can be a message that you don’t respect their time
- It’s difficult to measure
- How do you know how many people have read it?
Is your story a story? It is new or interesting? Will people outside your organization care about it? If you answered yes to any of these questions, then you are on the right path. If not, then maybe it’s a good idea to think of something else.
Use press releases when for timely announcements and something newsworthy about your client or company. Often, business leaders get “release happy” and mistakenly believe if they are not sending out press releases regularly, then their media outreach will be stagnant. However, that isn’t the case.
Whoo-Hoo! Now you know how to write an effective press release, what should be included, and how it should be formatted.