Websites in the top three organic positions on Google earn over 75% of all clicks. If your content isn’t ranking at the top, consider writing a press release. Press release writing can help you generate high-quality backlinks.
You can improve your search engine ranking, reach more customers, and boost your brand.
Not sure how to write an effective press release? Here are seven tips to keep in mind. With these tips, you can create a compelling release with ease.
You can increase the chance a publication will pick up your release. Then, you can start getting the media coverage you need.
Don’t fall behind the competition. Get started with these seven easy press release writing tips today!
1. Determine the Purpose
One of the biggest mistakes you can make when writing a press release is neglecting the purpose. Why are you writing a press release in the first place? Understanding the main message will ensure you remain focused.
Otherwise, your writing might sound like it’s all over the place.
First, consider the message you’re trying to convey. For example, maybe you want to announce:
- New products or services
- A merger or acquisition
- Starting a sister company
- Rebranding your company
- Redesigning the company website
- Adding a new business location
- Making a charitable donation
- An event you’re sponsoring
- An important anniversary you’re celebrating
- Awards or endorsements
- Special events
- An upcoming conference or event you’re speaking at
- Company ownership changes
- New executives on the team
- Business partnerships
- Pro Bono work
- Internships or scholarships
- New certifications or credentials
- A tour of your facilities
- New technologies you’ve developed
- A contest
- An upcoming trade show
- Signing on a new, recognizable client
- Changing the company name
Give your press release a singular focus. Otherwise, you might lose the reader’s attention. They could fail to understand the importance of your announcement.
Consider your target audience before you start writing a press release, too.
Who are you speaking with? Why should customers care?
Understanding your target audience will ensure your piece is newsworthy. Otherwise, journalists won’t publish it.
Choosing a distinct target audience can help you find the right distribution channels, too. Otherwise, your release could appear in front of the wrong audience. The announcement won’t appeal to the customer’s interests or needs.
2. Follow the Right Format
Try to work from a press release writing template. Otherwise, you could make costly formatting issues. If your press release isn’t formatted correctly, journalists might ignore it.
Following the outline will ensure you only include essential information. Make sure to avoid writing fluff.
Make a list of the talking points you want to cover. These talking points should include the five Ws:
Make sure these details are featured in the starting lede paragraph. The five Ws will help people recognize the most important details. Then, you can compel them to keep reading.
When writing a press release, make sure to use the inverted pyramid style. Journalists can trim the least important information from the bottom. If your press release is longer than a page, cut text at the end of the piece.
When formatting your press release, make sure “For Immediate Release” appears alongside the date. Add your contact information to the top-right corner, too.
Then, center the headline. You can add a subheading underneath.
Include your city, state, and the month in bold, too. Then, start drafting your press release.
You should end the press release with your boilerplate information. Add your contact information, too.
If you’re worried about your press release, consider hiring a press release writing service. A professional company can ensure it’s formatted properly. They’ll make sure you don’t waste time or money, too.
You can check out this guide to learn more about PR writing.
3. Create a Hook
When writing your first press release, make sure there’s a strong hook. A hook will help you grab and keep the reader’s attention. Otherwise, they might not feel compelled to continue down the page.
If your hook isn’t attention-grabbing, journalists might not keep reading. They might decide not to publish your press release.
You can use action-oriented verbs to capture the reader’s attention. Make sure the hook is short and sweet, though. You don’t want to lose their attention once you grab it.
Try adding a sense of excitement or urgency into the hook, too.
Don’t forget to keep the press release’s main purpose in mind. Otherwise, the hook won’t sound relevant to the reader.
4. Encourage Actions
Try to end your press release with a call-to-action (CTA). What action do you want readers to complete after reading your release? For example, maybe you want them to sign up for a webinar or purpose a new product.
Make sure your CTA is compelling and specific. Your CTA will ensure your press release helps accomplish your marketing goals.
5. Consult Credible Resources
Adding an authority figure’s quote to your press release can give it more credibility. Consider speaking with an executive or shareholder.
Make sure their quote adds substance to the press release. If it doesn’t, keep it out. Remember, you don’t want fluff.
6. Add a Little Imagery
You can add multimedia to your press release, too. Multimedia might help capture and keep the reader’s attention.
For example, adding videos to landing pages could increase conversions by 86%.
You can also use infographics, photos, and other imagery when pitching your press release.
7. Edit It
Before sending your press release to distribution channels, read it over. Consider having someone else read it, too. Catch any formatting, grammar, or spelling mistakes.
Try reading your draft from the bottom up as well.
Make sure to cut out all fluff.
If you leave major mistakes throughout your press release, a journalist could throw it out. Editing it more than once will ensure it’s clean and concise.
Write It Right: 7 Press Release Writing Tips From the Pros
Learning how to write a press release could prove essential to your business. Keep these seven press release writing tips in mind. With these tips, you can avoid costly mistakes when creating your release.
Once it’s out in the world, you can boost brand awareness and start drawing in new customers.
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