How to Write a Better Press Release

Mar 2022

Press releases are not outdated. They play an integral role in conveying you and your company’s credibility and authority in the industry. Whether you’ve added new members to your team, completely rebranded, or are launching revolutionary services, a press release can help you communicate your message. Unfortunately, many businesses don’t get writers or outlets to read and report on their releases. The big question these business owners wrestle with is, “How do I get the media to share my story?”

Luckily, there are some ways you can improve the results of your release. Here are some tips on how to create a better press release and maximize your media coverage.

Focus on the 5Ws First

When writing a press release, you want to put the most important information upfront. Address the who, what, when, where, why, and how in one single message at the top of your release. This means including important details in your headlines and the opening paragraph. Writers have a limited amount of time to sort through the hundreds of pitches and press releases they receive on a daily basis. If your release puts the most important details at the bottom, a reporter may never read them. 

Include Relevant Quotes

Official statements from your company and leadership team are important to establish credibility in your press releases. Writers also heavily rely on these quotes when reporting on your news. The key to making these quotes stand out is keeping them relevant to the main points of the release.  If your press release is about supply chain shortages and the state-of-the-art solutions your company is providing, your internal quotes should focus on supporting those specific points. 

Make It Eye-Catching

Standing out in piles of press releases can be a challenge. Make your company news pop in a writer’s inbox with tweetable headlines, facts, SEO-friendly keywords and links, and even compelling visuals. Using bullets in your release to communicate facts and stats makes it so much simpler for writers to grab the information. By adding searchable keywords and reference links to your website, these writers will have everything they need at their fingertips, making it that much simpler to report on your story.

Offer Multiple Press Release Formats

Not all media only write digital news stories. Some folks focus more on podcasts and videos or even social media. Maximize the exposure and usefulness of your press release by turning it into a podcast, soundbite, video clip, infographic, or a series of social posts. This gives your media contact many options to choose from and make a selection that is right for their audience.

Pick a Useful Topic

No matter which outlet receives your press release, every news desk and writer will ask, “So what?” They want to know what makes your news relevant and interesting. This should be the focus of any release you share. Think about the goal of your release. Are you looking for shares on social media? Are you hoping for interviews to talk about your news? Whatever your main goal is, make it clear in your release. Provide relevant information and clear calls to action to help your audience know exactly what you want them to do.

In some ways, your press release is a cheat sheet for the media. It should include everything they could possibly need to create a story about you – facts, stats, quotes, and contact information. Including all of this information gives you the best chance at receiving featured stories and even potential interviews.

megaphoneJournalists receive 100+ press releases and pitches per day.

Do you need a PR partner for your business to improve the results of your press releases? We can help.

CLICK HERE to learn more about KWSM Public Relations services.

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