How to Write a Press Release that Journalists Can’t Ingore

“The only good press release is the one the press actually reads,” says Captain Hoff, author and investor.

If you want journalist to pay attention to your press release, the first thing you need to do is make sure it looks and sounds professional.

Write in the third person: Press releases should be written in the third person, using words like “he,” “she,” “it,” and “they,” rather than “I” or “we.”

Headline: Make sure your headline is attention-grabbing and accurately reflects the content of your press release. It should be concise and clearly convey the main point of your release.

Date and location: Include the date and location of the event or announcement in the first paragraph. This helps the reader understand when and where the news is relevant.

Introduction: Start with a strong opening paragraph that summarizes the main points of your press release. This should be followed by a few more paragraphs that provide more details and context.

Quotes: Including quotes from relevant sources, such as company executives or industry experts, can add credibility and interest to your press release.

Boilerplate: A boilerplate is a short paragraph at the end of your press release that provides basic information about your organization or business. It should include your mission statement, a brief overview of your products or services, and any relevant background information.

Contact information: Make sure to include contact information, such as your name, phone number, and email address, so that reporters can follow up with you if they have any questions.

Distribution: Consider using a press release distribution service to send your press release to relevant media outlets and journalists. This can help increase the chances of your press release being picked up and published.

Keep it newsworthy: A press release should provide information that is timely and relevant to the media and the public. If your press release is not newsworthy, it is unlikely to generate media interest.

Use a clear and concise writing style: Keep your press release to one or two pages, and use short paragraphs and bullet points to make it easy to read.

Include media assets: Consider including media assets, such as photos, videos, or infographics, to make your press release more visually appealing and engaging.

Use social media: In addition to distributing your press release through traditional channels, consider promoting it on social media to reach a wider audience.

Follow up: After sending out your press release, consider following up with reporters or editors to remind them about your news and answer any questions they may have.

Create a narrative: A press release should tell a story that is interesting and engaging. This means organizing the information in a logical and chronological way and using descriptive language to bring the story to life.

Tap a Trend: Incorporating current trends into your PR is a great way to amplify your media exposure. Journalists love writing about trends.

Make it unusual: A press release that highlights something unusual or unexpected is more likely to grab attention and generate media interest.

Keep it timely: A press release should be timely, meaning that it is relevant and newsworthy in the current moment. This can help ensure that it is picked up and published by the media.

Tug at the heartstrings: A press release that touches on emotional topics or themes can be more effective at engaging the reader and generating interest.

Honesty Counts: It is important to be truthful and accurate in your press release. Misleading or false information can damage your credibility and reputation.

Here’s a sample press release:

[Headline]
New Product Launch: XYZ Company Introduces Revolutionary Widget

[Date]

[Introduction]
XYZ Company, a leading manufacturer of innovative gadgets and gizmos, is excited to announce the launch of its newest product: the revolutionary Widget. The Widget is a compact and portable device that allows users to easily perform a variety of tasks, from organizing their schedule to tracking their fitness goals.

[Details]
The Widget is designed with a sleek and user-friendly interface, making it easy for anyone to use. It features a range of useful tools, including a calendar, task list, and fitness tracker, all in one convenient device. It also connects to the internet, allowing users to access information and stay connected on the go.

“We are thrilled to introduce the Widget to the market,” said XYZ Company CEO John Smith. “We believe it will be a game-changer for people who are always on the go and need a reliable and convenient way to stay organized and achieve their goals.”

[Boilerplate]
XYZ Company is a leading manufacturer of innovative gadgets and gizmos, with a mission to create products that make people’s lives easier and more efficient. The company is committed to using only the highest-quality materials and cutting-edge technology in all of its products.

[Contact]
For more information about the Widget or to request a review unit, please contact XYZ Company at [email protected] or 555-555-5555.

By following these tips and strategies, you can write a great press release that will effectively communicate your news and generate media interest.