A great press release grabs attention right from the start and makes your news interesting. To write a perfect press-release you need to follow a few key steps and stick to a clear format.
Crafting Your Press Release
Writing a Compelling Headline
The headline is the first thing people will see. It should be concise, clear, and grab attention.
- Keep it Short and Sweet: Aim for 6-10 words.
- Use Strong Verbs: Words like “launches,” “announces,” or “introduces” are effective.
- Be Specific: Include who, what, and why.
- Highlight What’s New: Use words like “new,” “first,” or “innovative.”
- Make it Relevant: Tailor the headline to your audience.
Examples:
- “TechCorp Launches New Tool for Developers”
- “City Hospital Introduces Modern Emergency Wing”
- “BestBurger Opens First Gluten-Free Restaurant”
- “GreenEnergy Announces Sustainable Partnership with EcoHomes”
- “ArtExpo 2024: The Must-See Event of the Year”
Creating a Strong Lead
The lead answers the most important questions: who, what, when, where, and why.
- Start with the Basics: Clearly state the main news.
- Be Concise: Keep it to one or two sentences.
- Use Active Voice: Make the text engaging and direct.
- Include Key Details: Don’t leave out essential information.
- Grab Attention: The first few words should hook the reader.
Examples:
- “City Hospital opened its new emergency wing, equipped with the latest technology, on September 1, 2024.”
- “BestBurger unveiled its first-ever gluten-free restaurant in downtown Austin.”
- “GreenEnergy signed a partnership with EcoHomes to promote sustainable living solutions.”
- “ArtExpo 2024, featuring over 500 artists, kicks off next week at the Grand Convention Center.”
Developing the Body of Your Press Release
The body provides detailed information about your news.
- Expand on the Lead: Offer more details about the who, what, when, where, and why.
- Add Quotes: Add credibility with quotes from relevant people.
- Add Statistics or Facts: Make your release more convincing.
- Maintain a Neutral Tone: Stay factual and avoid opinions.
- Break Up Text: Use short paragraphs for readability.
Examples:
- “City Hospital’s emergency wing features 50 new beds and state-of-the-art equipment. ‘We are dedicated to providing the best care possible,’ said Dr. Jane Smith.”
- “The gluten-free restaurant in Austin by BestBurger is a response to rising demand for dietary-specific options. ‘We listened to our customers,’ said founder Mike Lee.”
- “GreenEnergy and EcoHomes will focus on solar panel installations. ‘Our partnership will help thousands switch to renewable energy,’ said EcoHomes CEO Sarah Green.”
- “ArtExpo 2024 will showcase modern and classic art. ‘We’re excited to bring together such diverse talent,’ said event organizer Patricia Rose.”
Concluding with a Boilerplate
The boilerplate is a brief paragraph about your company or organization. It often remains the same across different press releases.
- Brief Overview: Include the company’s history and core mission.
- Highlight Achievements: Mention major accomplishments or awards.
- Contact Information: Provide ways to reach you for more details.
- Update Regularly: Make sure it reflects any recent changes or updates.
- Keep It Short: Aim for about 2-3 sentences.
Examples:
- “TechCorp, founded in 2010, is a leading innovator in AI technologies. Our mission is to simplify tech for everyone. For more information, visit www.techcorpexample.com or contact us at contact@techcorpexample.com.”
- “City Hospital, established in 1965, provides top-tier healthcare services. We serve millions of patients each year. Learn more at www.cityhospitalexample.com or call (123) 456-7890.”
- “BestBurger, since 2005, has been committed to offering delicious, healthy options. We have over 200 locations nationwide. Visit www.bestburgerexample.com or email info@bestburgerexample.com.”
- “GreenEnergy is dedicated to renewable energy solutions since 1998. We have installed over 10,000 solar panels to date. For more details, check out www.greenenergyexample.com or reach us at (987) 654-3210.”
- “ArtExpo is the premier art show bringing together artists globally. Celebrating creativity since 1980, visit www.artexpoexample.com or contact us at events@artexpoexample.com.”
Design and Formatting
The Structure of a Press Release
A good press release starts with a compelling headline. This headline should be short, clear, and attention-grabbing. It’s the first thing readers will see, so make it count.
Next, include a subheading to provide more details about the press release. This should further entice the reader to continue.
The body of the press release should follow the inverted pyramid style. This means starting with the most important information at the top, then gradually adding more details.
Use short paragraphs and bullet points for clarity. It makes the release easier to skim, which is how most people read. Always include a boilerplate at the end with information about your company.
Adding Multimedia and Links
Visual elements can convey information quickly and keep the reader engaged. You can include high-quality images related to your announcement.
For example, if it’s a product launch, include photos of the product. Media links can provide additional information. Hyperlink key words that direct readers to more content, such as a product page or your company’s website.
(Make sure the media links are relevant and add value.)
Examples and Templates
Examples and templates can help you understand what makes a strong press release. Below we’ll look at some specific examples and then move on to customizable templates for your use.
Press Release Examples
Example 1: Event Press Release
Title: Local Charity Marathon Raises Over $50,000 for Children’s Hospital
Body: The annual charity marathon held on Saturday attracted over 2,000 participants. The funds raised will be used to upgrade the pediatric wing at the local children’s hospital. Many community leaders attended the event, showing wonderful support.
What We Like: It clearly states the purpose and success of the event and mentions community involvement.
Example 2: Product Launch Press Release
Title: (…) Corp Introduces Revolutionary New Smartphone
Body: (…) Corp is excited to announce the release of its latest smartphone, which features cutting-edge technology and innovative design. The launch event will take place on September 15th and will include hands-on demonstrations.
What We Like: The excitement comes through in the writing, and it gives specific details about the product and its features.
Example 3: Company Milestone Press Release
Title: (…) Inc. Celebrates 20 Years in Business
Body: This year marks the 20th anniversary of (…) Inc., a leader in providing software solutions. The company plans to celebrate with a gala event, thanking all employees and clients for their support over the years.
What We Like: It focuses on the milestone achievement and includes plans for celebration, which adds a human touch.
Example 4: Partnership Announcement Press Release
Title: (…) Ltd. and (…) Corp. Announce Strategic Partnership
Body: (…) Ltd. and (…) Corp. are delighted to announce a new strategic partnership aimed at enhancing technology solutions for their clients. This collaboration combines (…)’s industry experience with (…)’s innovative tools.
What We Like: The announcement is clear about the partnership’s purpose and potential benefits.
Example 5: New Hire Press Release
Title: (…) Tech Welcomes New Chief Financial Officer
Body: (…) Tech is pleased to announce Jane Smith as the new Chief Financial Officer. Jane brings over 15 years of experience in financial management and has previously worked with top tech firms. Her expertise will help guide (…) Tech through the next phase of growth.
What We Like: The release provides information about the new hire’s background and expected contributions.
Customizable Press Release Templates
Template 1: Event Press Release
Title: [Event Name] Raises [Amount] for [Cause]
Body: [Event Name] held on [Date] saw [Number] participants gather to support [Cause]. The funds raised will be used for [Specific Purpose]. Key figures who attended included [Names], showing remarkable community spirit.
Template 2: Product Launch Press Release
Title: [Company Name] Unveils [Product Name]
Body: [Company Name] proudly announces the launch of [Product Name], featuring [Key Features]. The product will be available starting [Launch Date] and includes innovative attributes like [Unique Selling Points].
Template 3: Company Milestone Press Release
Title: [Company Name] Reaches [Milestone]
Body: [Company Name] is celebrating [Years in Business] years of service. To mark this occasion, a [Type of Event] will be hosted on [Date]. This milestone reflects our commitment to [Core Values].
Template 4: Partnership Announcement Press Release
Title: [Company A] and [Company B] Forge New Partnership
Body: [Company A] and [Company B] are excited to announce a partnership aimed at [Goals]. Combining [Company A’s Strengths] with [Company B’s Strengths], this collaboration promises to deliver [Benefits].
Template 5: New Hire Press Release
Title: [Company Name] Appoints [New Hire’s Name] as [Position]
Body: [Company Name] is thrilled to welcome [New Hire’s Name] as [Position]. With [Number] years in the industry, [New Hire’s Name] brings [Skills/Experience]. This addition comes at a pivotal moment in [Company’s Next Phase].
The Press Release Distribution Process
Selecting Media Outlets and Journalists
Send your press release to outlets and journalists who are likely to be interested in your story:
- Research the publications, blogs, and news sites that cover your industry or topic.
- Create a list of key journalists who have written about similar topics before.
- Personalize your emails to show you’ve done your homework.
- Highlight why your news would be of interest to their audience.
Targeting the right people increases the chances of getting media coverage.
Email and Social Media Strategies
Once you’ve selected your targets, it’s time to send your press release. Email remains a powerful tool. Write a clear and engaging subject line to grab attention. Use a brief, compelling email body that summarizes your key points. Attach the full press release as a PDF or include it in the email body for easy access.
Don’t forget social media. Share your press release on platforms where your audience is active.
Timing Your Release for Maximum Impact
Mornings are generally better because journalists start their day looking for fresh stories. Avoid sending it on weekends or holidays when fewer people are checking emails.
Consider the news cycle. If there are major events happening, your news might get overshadowed. Plan your release on a day when it can stand out. (Think about time zones if your target audience is international.)
Promoting Your Press Release
Leveraging Social Media and Influencers
Using social media platforms is a fast way to spread your press release. Share it on Facebook, Twitter, LinkedIn, and Instagram. Make your posts engaging by adding eye-catching images, videos, or infographics. Use relevant hashtags to make your posts easily discoverable.
Tag influencers in your posts and ask them to share it. This helps reach a wider audience. For instance, if your press release is about a new product, collaborating with an influencer who has expertise in that area can gain more media coverage.
Example: If your brand launches a new eco-friendly product, reach out to influencers who focus on sustainability. Partner with them to share your press release and create posts that highlight the product’s benefits.
Following Up with Reporters and Media Outlets
After sending out your press release, follow up with reporters who cover your industry. Let them know you sent the press release and highlight why it’s newsworthy.
Personalization is key. When you follow up, include a note on why your story is a good fit for their audience. Build relationships with reporters so they keep you in mind for future stories.
Example: If your press release is about a local event, reach out to reporters who cover community news. Mention how the event benefits the community and why it would interest their readers.
Measuring Success and Engagement
To know if your press release promotion works, you need to measure its success. Track metrics like the number of shares, likes, and comments on social media. You can also use tools like Google Analytics to see the traffic to your website from the press release.
Example: If your press release aims to drive action, such as signing up for a webinar, you can measure the number of sign-ups and compare this with your usual sign-up rate to see the impact of your promotion.
Q & A
What are the key elements to include in a press release?
A press release should include a headline, dateline, introduction, body, company information, and contact details. Your headline should grab attention. The introduction should answer the who, what, when, where, and why. The body provides more details and context, while the company information and contact details tell readers who to reach out to for more information.
Can you provide an example of a press release for a new product launch?
Headline: “(…) Corp Launches Revolutionary Kitchen Gadget”
Dateline: “September 1, 2025 – New York, NY”
Introduction: “(…) Corp is excited to announce the launch of its new kitchen gadget, the SmartMix 5000, designed to simplify cooking and baking for everyone.”
Body: “The SmartMix 5000, featuring state-of-the-art technology, allows users to measure ingredients, mix doughs, and much more with ease. Available starting next month, it promises to change the way you cook.”
Company Information: “(…) Corp has been a leader in kitchen innovations for over a decade.”
Contact: “Jane Smith, Public Relations Manager, (555) 555-5555, janesmith@corpexample.com”
What is the best way to format a press release in a Word document?
To format a press release in Word, use 12-point Times New Roman or Arial font.
- Set one-inch margins on all sides.
- Start with a headline in bold, followed by the dateline.
- Keep paragraphs short, and use double-spacing between them.
- Include your contact information at the top or bottom of the document.