How To Write An Effective Press Release [+ Free Template]
A press release can be extremely effective for a business trying to get their name and stories into the public eye, but how do you write an effective blog release? In this blog, we’ll discuss how to write an effective press release and give our top tips on what to include, why this is important and how you and your organisation can benefit from an effective press release.
We also include a free template, so you can create a press release yourself.
So, how do you write an effective press release? In order to write an attention-grabbing and effective press release it must include certain elements.
These include:
A clear and captivating headline
Key information the reader needs to know in the first few lines
Date and location
Any relevant and interesting quotes
Essential contact details
Don’t include industry jargon when not necessary
A boilerplate, summarising what your business does
Click here for your FREE press release template.
Read on to find out more about how to write an effective press release, why this can benefit you and a free template for writing your own.
What Is a Press Release?
Press releases are information-packed news stories that are sent to targeted members of the media. A press release aims to pique the interest of a journalist or publication. Think of it like a fishing expedition. You are looking for a bite, and the press release is your bait. Press releases are typically written by either industry specialists, business representatives, or by PR professionals.
At Altitude PR we offer complete PR support for businesses including training and strategy. Find out more about how we can help you share important company news by exploring our services.
How To Write An Effective Press Release
The point of a press release is to share interesting and newsworthy information that will grab the media and gain public attention. There are many elements that you should include in order to create an effective press release. We have highlighted them in more detail below:
Write a Clear and Captivating Headline
The headline is the first piece of information that your prospective reader will digest, so it’s important that it stands out. You want to be able to capture the attention of the reader enough that they want to carry on reading. Our advice is to look at past examples of articles similar to the one that you are trying to craft and emulate that.
Journalists read through hundreds of press releases emails every day so make it clear what your email is with the phrase ‘Press Release’ and then your subject line. Focus on creating something that is exciting but clear. If people don’t understand your story, they’ll quickly move on to the next, so a strong headline is one of the most important elements.
Include Key Information Within The First Few Lines
The top line refers to the first line of your press release, if this doesn't stand out to the reader then they are unlikely to read on. This is why it’s essential to get the most important information at the very beginning of your press release so they can immediately understand what the story is about.
Do this by creating a summarised paragraph above your actual press release which outlines all the important elements of your story. To keep it simple, you want to aim to answer the five Ws within the first paragraph. These are; Who, What, Where, When and Why.
Include the Date and Location
This may seem like an obvious suggestion, but there are plenty of people that will forget the simple rules when creating a press release. Including the date and location will immediately allow the recipient to know key pieces of information, where and when the story happened, without having to search through the content unnecessarily.
It also prevents outdated stories from being released publicly and shows whether the story is relevant or not. Add the date and location at the top of your document.
Include Newsworthy Data
If a journalist is to take the bait, you must first convince them that your story is newsworthy.
The best way to do this is to ensure that your release is as informative as possible. Look to include interesting data that supports your story. Data that demonstrates the existing demand for a new product or service is far more likely to grab a journalist's attention than a bit of clever wordplay.
Include Any Relevant and Interesting Quotes
It's essential to be selective about the quotes you choose to use. Quotes should be added to a press release to create insight and bring your story to life rather than providing facts and figures. A quote should sound like it has come from a person, not a robot. A great example of effective quotes can be seen here in our own press release about being shortlisted for a top award in the PR industry. Take a look at this example; Yorkshire Agency Named Finalist In Prestigious Industry Awards — Altitude (altitudepr.co.uk)
Don’t Include Industry Jargon When Not Necessary
When writing a press release it's important to write it in a way that anyone, both within and outside the industry is able to understand. Don’t laden your press release with industry jargon that no one but an expert will understand. Thish limits your potential audience which, in turn, limits your chances of being published. If you are unsure about whether your press release is appropriate, have someone you know outside the industry read it and see if they can understand it.
Avoid Salesy Language
Be aware of including marketing language or straplines in your release. While an unsubstantiated claim that your company provides the best Public Relations services in the world might sound exciting, journalists will come to view your release as an advert. You will then find that no journalist publishes adverts for free.
Include essential contact details
The journalist shouldn’t be left asking questions. Always remember to provide a contact detail and links should the journalist want to follow up and develop the story further. This information should include a name, email address and phone number but where you can, you should also include URLs to a website as well as any social media handles.
Summarise What Your Business Does In a Boilerplate
Alongside your contact information at the bottom of your press release, include a short biography of your business. This is known as ‘boilerplate’ text. It rarely changes between press releases, but you must ensure it is accurate before sending it. When writing this paragraph approach it the same way you would when creating an ‘About Us’ page but, of course, in a shorter format.
Your Free Press Release Template
Click here the button below for your FREE press release template.
PR and Media Training at Altitude PR
At Altitude PR our team are experts when it comes to writing and distributing exciting and successful press releases to get your business and stories in the public eye. We offer all forms of PR support and services for your business such as what we’ve highlighted above. Why not try working with an award-winning agency with years of experience in helping businesses thrive?
From media training to PR consultancy and press office services. get in touch either by phone or email with a member of the Altitude PR team. We’re happy to have an informal chat about how we can help with all your PR needs.
