How to Write a Press Release

A press release is still a great way to get noticed and market yourself or your company.

In this blog post you’ll learn how to write and use a press release effectively.

Every private or public organization must shoulder the responsibility of establishing communication with the media or press.

If you are the one tasked to carry out this information dissemination, it means that you should learn how to write a press release.

A press release is described as a document handed out to the media with the intention of sharing newsworthy information.

The contents of a press release differ in every situation, but there is a set of “unwritten” rules on how you should do it properly.

The one thing that makes all press releases similar is the fact that they typically contain information that the media outlets will use to produce news or write an article.

Is a Press Release Still Relevant?

Some will say that the press release boat has sailed a while back, but that is a highly inaccurate and unfair observation.

Aside from being forced to write one by your boss, there remains a handful of arguments in favour of writing a press release even in 2020.

1 – Press releases invite attention and awareness at the same time.

It is a rarity for a piece of content, especially one that is published online, to provide awareness and grab an audience’s attention.

As the adage says, it is “hitting two birds with one stone.”

Most of the articles and blogs are written these days are focused on advertising or marketing a product.

A press release is in a league of its own because its purpose is highly distinctive.

You write the content to spread factual information to the media outlets.

Once you successfully do that, you invite attention from the press, while the contents of your press release provide information.

2 – A press release fosters relationships.

It is a win-win situation for anyone to craft and hand out a press release to journalists.

Media outlets dig deep when it comes to fetching newsworthy information.

So, if you can provide something to them, it eventually will help you build a relationship with an influential sector of society.

3 – A press release is a big help in SEO.

Do not think that a press release is nothing more than a piece of content aimed at distributing information.

If you use and incorporate the right keywords, it will help your SEO campaign and your website’s ranking in Google.

Likewise, if the information in your content is used by a journalist or news reporter for his/her article, it could potentially become an authoritative backlink for your site.

A carefully crafted press release is a potent tool for you to control or dictate how your business, company, or organization is viewed from the outside.

Therefore, you can use it to create a positive image and tailor the perception of the public towards your brand.

Key Points Right Before You Begin Writing

• A press release is only effective when it is brief and concise. For the most part, it should not exceed one page.
• There is no need to cite resources or show documentary support when writing a press release. In other words, it is a standalone material.
• Do not be overly poetic or lyrical when writing a press release. Instead, use a language that is easy to understand and will not confuse. Minimize technical jargon; use it only when necessary.
• A press release must tell a story, albeit a short one. Do not settle on bare facts, and the reason is that some journalists will find a way to add to it so that it becomes an attention-grabbing news article.

Embracing a Modern Structure

Although some so-called experts will tell you to stick to what is standard, there is no harm in trying to inject some modern pieces in your press release.

Everything starts with a title, and it must always be direct to the point. You do not need some fancy language or idiomatic expressions here.

The title is the headline of the press release, which means that it must serve the sole purpose of conveying value to the story you are trying to tell.

Next, the first paragraph must contain a summary or message.

Although it also serves as the introductory paragraph, you need it to have enough information to the point that a reader knows precisely what the press release is all about even without reading the rest of the material.

Having said that, you still need it to be as brief and concise as possible.

Once you are done with the first paragraph, you can now focus on creating a couple of supporting paragraphs.

These paragraphs serve as the support of the introduction.

This is where you tell the story in detail.

This is also where you establish authority and legitimacy by adding a quote from the company owner or representative, telling the media of the effect or impact of the information contained in the press release.

The closing paragraph of a press release sums up the message.

It does not need to be extended.

You can also include contact details in case the journalists or media outlets need to obtain more information about the message or news.

Getting Right to the Point

While most of the content you read online tend to deviate from the subject or may have multiple subjects, a press release is different because you want to be on point at the get-go.

Simply put, the most crucial information must be mentioned and tackled from the beginning.

The idea is to catch the media’s attention right away. You never want to lose the information by talking so much.