How to Write a Press Release
Press release structure follows the inverted pyramid formula: the most important information comes at the top of the pyramid while supporting details are in the body.
The body contains any relevant background information or facts that your audience needs to know.
The tail of your release should be short, but exciting, and content resources, extra facts, and even an author’s bio.
Listed below are some tips that will help you make a press release that gets results.
A sub-heading is a section of text beneath the headline. It serves as additional title information that explains the news value of the press release. A sub-head can include key features, benefits, or positioning of the product. When possible, use quotes from company representatives to convey positioning. When possible, use dramatic words to make a more emotional connection with readers. Using sub-headings can increase media pickups and readership.
If you choose to use sub-headings in your press release, make sure to use them. Although they are not necessary, they are an excellent option for adding more information at the top. Besides, keywords still matter in the world of press releases and can affect your rankings. It’s common for journalists to use the keywords associated with your press release to find it. When using sub-headings in your press release, make sure to use title case to make them easier to read.
A good example of a successful sub-heading is a bold, three-word headline with a short explanation underneath it. The company Scratch Wireless uses a bold three-word headline followed by a subheading that includes the word “free” to create an emotional connection. In contrast, the GitHub sub-heading encourages users to take action by explaining what the product is, what the scope of the project is, and what it costs. A good example of a successful sub-heading is an Apple’s Watch.
A good headline and sub-heading are crucial to the success of a press release. A good headline should catch the reader’s attention with a call to action. The headline and subheading should be brief, and they should only take a couple of seconds to read. The headline itself should be a compelling one, which should be followed by a subheading that summarizes the main message.
The news release should have a bold headline, and sub-headlines should continue this story. A sub-headline should be one sentence in length and should continue the main story. If it is not, the sub-heading will not be read. Make sure to include the keywords or phrases that best describe the news release. If possible, include a note to editors for any additional details that might be relevant.
Bullet points are an excellent way to highlight important details in your release. These short statements should be kept to a minimum and begin with the same part of speech and grammatical form as the rest of the press release. Make sure to use appropriate punctuation and end the bullet point with a colon. Bullets are most effective when they are brief and easily digestible. The following tips will help you create bullet points that will get the attention of the intended readers.
Start every bullet point with a verb. People scan content in an F-shaped pattern, and tend to focus on the left-hand side. In a press release, your most important information should appear on the left side. This makes it easy to position the most important information and encourage readers to read on. Bullet points are a great way to highlight key information and draw attention to your release. The following tips are based on the latest research and will help you write an impactful press release.
Break the content into a list. Lists and bullet points are great for adding interest to your release while quickly delivering the main points. Long blocks of text tend to read less professional and cause people to stop reading. Use hyperlinks to direct readers to additional information or details in your release. A well-placed link will replace a paragraph of text. They are also an excellent way to avoid repeating information or confusing your readers.
Don’t use bullet points in an incongruous manner. This will make your writing look like a shopping list instead of a press release. Use bullet points to highlight important information and items that might otherwise look jumbled in paragraph form. They can make your readers more inclined to take action. If they’re not convinced, they will never read the whole thing. So, make your bullet points as interesting as possible.
There are some key steps to follow in plain language when writing a press release. It’s important to avoid over-complicated sentences, and bullets can help to summarize lengthy paragraphs. If you’re unsure what is good press release writing, read your draft aloud. Bernard Simon, vice president of communications at Kingsdale Shareholder Services in Toronto and former correspondent for the Financial Times in Canada, gives some tips on how to make sure you write clearly.
First, try to avoid using cliches. Avoid using “you know” and “I know” statements. These words are likely to be understood by your target audience. For example, “You can count on us” should be more powerful than “We are here to help.”
Second, use a “signal” that indicates the end of the news. The purpose of press releases was to save journalists from waiting for more information, so they’re meant to be concise and to convey a specific message. This means you should include a link to your website, company website, and any other relevant information. In addition to a link to the website, your press release should include a reference to the source of the data. Finally, always include a brief “about us” section.
Another point to keep in mind is your audience. Keep in mind that the average American reads at an eighth-grade level. Hence, don’t make the reading experience difficult by using complicated language. Focus on your reader and ensure he understands what you’re trying to convey. Make sure your main idea is highlighted first, and then support it with relevant details. You will find your audience is much more likely to respond positively if you use plain language.
Use simple words and phrases to explain complicated concepts. Using plain language is more efficient in the long run. If people don’t understand your instructions, they’ll have to ask for clarification and act accordingly. If they don’t understand what you’re trying to say, they won’t read your release. And that’s a huge turn-off. Make sure your press release is as simple as possible!
Identifying your topic
When writing a press release, it’s imperative to identify your topic. The headline should be bold and daring, while the body paragraphs should elaborate on the angle you’ve chosen for the press release. The body paragraphs should also follow AP style guidelines so that media outlets can use the text as is. Paragraphs should be between two and four sentences long. Include statistics to back up your claims.
When writing a press release, identify your target media. This step is particularly important if your press release aims to reach a particular audience or target publication. You won’t get the desired result by sending a bridal collection press release to a sports news publication. The same goes for the type of story you’re trying to promote. The key to creating a successful press release is to identify trending topics and target publications. As a general rule, journalists tend to be more interested in trending topics than the average public, so you need to tailor your press release to their needs.
Press releases can be long, but they don’t have to be. A one-page press release is ideal. Anything longer than that will be pushing it. The Guardian recommends keeping your release between 300 and 400 words. If you don’t have an extensive press release but still want to attract media attention, don’t worry about length. Keep it under two pages, and don’t worry too much about the word count.
Whether you’re looking to target journalists or readers, make sure the headline is attention-grabbing. Using keywords, such as the product or service being featured, will help journalists make the best decision regarding whether or not the topic is trending. If you can answer the five W’s before the headline, the rest of the press release should follow suit. This way, the journalist is more likely to want to publish it and spread the word about your business.
Proofreading your press release is also an important step in preventing misinformation to reach your readers. If you can’t spell their name correctly or spell it incorrectly, journalists and editors will not take your press release seriously. Even worse, they’ll have a hard time believing your press release when they find it lacking quality content. The last thing you want is to waste time sending out an unprofessional press release.