Welcome to our comprehensive guide on the art and strategy of press release writing. Whether you’re promoting a new product, sharing company news, or simply trying to grab attention, writing a good press release is a crucial skill for anyone responsible for marketing.
But what makes a good press release? How do you ensure that the media actually pays attention to your message? From properly formatting a headline to writing a compelling body copy, we’ll cover all the basics of press release writing. Plus, we’ll provide you with some good press release examples and templates to get you started. By the end of this guide, you’ll have a much better understanding of how to write a press release that will grab attention and help you reach your audience.
What is a Press Release?
A press release, also known as a news release or media release, is a formal, written communication that organisations and companies send to journalists and media outlets to disseminate information about noteworthy events, achievements, product launches, or any other significant developments. The primary goal of a press release is to get publicity and shape public perception (hopefully for the better!).
Typically, a company press release falls into one of the following categories:
- Product launch
- New partnership/ collaboration announcement
- Mergers and acquisitions
- Company milestone or achievement
- Event or conference announcement
- New hire/ executive promotion
- Damage control/ crisis management
A public relations press release can be a useful addition to your marketing strategy. They can help your company gain more visibility and attract positive publicity. They’re also a good way to control the narrative around your brand or get on top of any negative press before anyone else does.
There is a structured press release writing format used by most press release writers, which includes the following:
- Headline. Bold, attention-grabbing headline that states the main message of your release.
- Subheading. A brief introduction that previews the details of your news.
- Body Copy. The main section of your release should contain more detailed information about the subject.
- Boilerplate. A short paragraph that explains what your organisation or company does.
- Contact Information. The name, phone number, and email address of your press contact.
The tone of voice you use in press release copywriting should be professional and factual. This doesn’t leave much room for creativity, but that’s the nature of a press release. If you use language that is too promotional or overly creative, you may find yourself facing rejection from media outlets.
Press Release: How to Write for Maximum Impact
There are good press releases and there are great press releases. There are also some bad ones, which we’ll help keep you from ever producing. To write a press release that is effective, engaging, and successful, here are a few handy tips you can follow.
Write a Catchy Headline
The headline is your first impression. It’s the hook that will draw readers in. It needs to be punchy, concise, and clear. The headline should be no more than a few words long and should contain the most important information. Think of it as the title of a book. It should capture the essence of your story while leaving the reader eager to know more.
Get Straight to the Point
In the world of press releases, there’s no room for fluff. The lead paragraph of your press release should cut to the chase, providing a succinct summary of your news. The who, what, when, where, why, and how should all be addressed as quickly and clearly as possible. Journalists and readers alike are time-poor, and they appreciate straightforwardness. By giving them the key facts upfront, you stand a better chance of keeping their attention.
Keep it Short and Simple
Simplicity and clarity are key when it comes to writing press releases. They’re not the place for complex language or long-winded explanations. Aim to keep your sentences short and your language simple. Avoid industry jargon that could alienate your reader. If your press release is easy to read and understand, it’s much more likely to be picked up by journalists and shared with your target audience.
Include Quotes
Adding quotes to your press release can give it a more human and personal touch. They provide a chance to add context, express opinions, or explain in more depth. Include quotes from key stakeholders related to the news. Good examples are your CEO, a project leader, or a satisfied customer. This adds a level of authenticity and can make your press release more engaging.
Use Data & Facts
Incorporating hard data and factual information into your press release adds credibility to your news. Figures, percentages, or other numerical data helps underline the importance of your news and makes it more compelling. Remember, however, to keep it relevant and understandable.
How to Write a Press Release Step by Step
Your press release is going to become an important part of your company’s reputation. So take the time to ensure you’re writing one that reflects well on your organisation! Here’s a step-by-step guide to get you started.
Step 1: Understand Your Audience
Before you start writing, think about who your target audience is and what they’d like to know. Generally, the media isn’t interested in an internal announcement or event, but rather something that has wider appeal. What new insights can you provide to make your story interesting?
Step 2: Define Your News
You need to pinpoint exactly what your news is. You can use press releases for a variety of reasons, such as launching a new product, making a corporate announcement, showcasing an achievement, or promoting an upcoming event. Whatever your reason for writing a press release, the news you’re sharing should be relevant, timely, and most important, interesting to your audience.
Step 3: Structure Your Release
Start by composing a headline that’s clear, concise, and reflects the message you want to convey. You should also include a subheading, which is optional but can help provide further clarity. After that, write your introduction and the body of the press release.
Step 4: Include Essential Details
Include essential details such as who, what, where, when, and why. This will provide the necessary information to your audience in an easily digestible format. You can also add some quotes, key data points, and any other information relevant to the story.
Step 5: Write a Boilerplate
Towards the end of your press release, you should include a boilerplate. This is a short, concise paragraph about your company. Here, you can talk about what your company does, its mission, and any other pertinent background information. The boilerplate gives context to your news and the company behind it.
Step 6: Offer Contact Information
At the very end of your press release, provide your contact information. This will usually be the details of a specific media contact within your company or your public relations agency. Providing this information enables journalists or other interested parties to reach out for additional information or clarification.
Step 7: Review & Proofread
A press release represents your company. Errors, typos, or grammatical mistakes can detract from your message and make your company seem unprofessional. So, it’s important to thoroughly proofread your press release before sending it out. Better yet, have a second pair of eyes look it over. A fresh perspective can often catch mistakes that you may have overlooked.
Step 8: Distribute Your Press Release
Once your press release is complete, it’s time to share it with the world. There are many ways to distribute a press release, including press release distribution services, direct outreach to journalists, posting on your company’s website, or sharing through social media channels. The choice depends on your news and where your audience is most likely to see it.
Good Press Release Examples
Before you start writing your press release, sometimes it helps to see some examples. Here are four press releases from big-name companies to give you a better idea of how it’s done.
1. Coca-Cola
Read the full press release here.
This press release example from Coca-Cola stands out as an example of how you don’t always have to write an essay to deliver your message. This short and sweet press release delivers all the key information in a few lines, alongside a blurb about the company. We immediately know who’s going to be at the conference (John Murphy, the President and CFO), where it’s happening (Paris), and when it’s going down (June 8 at 5 a.m. ET, with a handy conversion for Central European Time). This makes it crystal clear for readers to understand the key details of the event.
2. Microsoft
Read the full press release here.
This press release example is far more detailed and it ticks a lot of boxes. It has an attention-grabbing headline, a solid intro, quotes, and even the data to back up its assertions. They manage to paint a pretty exciting picture of how they’re leveraging AI to help nonprofits and it does a great job of humanising their brand.
Yes, it’s about AI, predictive modelling, and data, but at the heart of it, it’s about helping non-profits do their critical work better. The mention of a ‘private preview’ also gives a sneak peek into the future, which helps to pique curiosity. Overall, it’s an enticing read, with Microsoft making it clear that their AI solutions are designed to give non-profits the edge they need.
3. Adidas
The press release example from Adidas gets straight to the point from the get-go. It clearly announces the release of YEEZY products and gives all the necessary details without beating around the bush. The flow is smooth, starting with the main announcement and moving on to explain why they’ve made their decision.
They’ve also included some strong quotes from their CEO, Bjørn Gulden, which makes the message feel more personal and believable. The announcement itself gives a sense of the company’s values. It shows that they’re not just about making a profit – they want to combat discrimination and hate. All in all, it’s concise, clear, and gives Adidas some positive publicity.
4. Lululemon
Read the full press release here.
Lululemon’s press release about the FURTHER initiative is spot-on. From the get-go, they catch our attention with something unique – an ultramarathon designed just for women.
The structure is clever. They start with the big news, and then they walk us through the why and how of it all. The tie-in to International Women’s Day and their dedication to filling the gender data gap are smart moves. It makes their announcement timely and relevant. Finally, the press release is highly actionable. It doesn’t just announce – it invites participation.
From the global shoe launch, the Strava challenge, and a giveback component supporting young women, the press release extends beyond just information dissemination to community involvement.
Press Release Template
If you need a little help getting started, you can use a press release template to get you going. We have provided two templates with a basic structure, layout, and pre-filled text boxes to help guide your press release writing process. You can customise them as much or as little as you need to create a professional, effective press release.
Template 1: Generic Announcement Press Release
FOR IMMEDIATE RELEASE
Contact:
[Your Name]
[Your Position]
[Your Email]
[Your Phone Number]
[Your Company’s Name] Announces [Brief Description of Announcement]
[CITY], [STATE], [DATE] – [Your Company’s Name], a leader in [describe your industry or niche], is pleased to announce [details of the announcement].
“[Insert a quotation from a representative from your company discussing the importance and impact of the announcement],” said [Company Representative’s Name, Title].
The [announcement details] will [describe its expected impact or benefits].
For more information about [announcement details], please visit [website] or contact [contact person].
About [Company Name]
[Brief description of your company, its mission, and its products or services]
Template 2: New Initiative/Program Press Release
FOR IMMEDIATE RELEASE
Contact:
[Your Name]
[Your Position]
[Your Email]
[Your Phone Number]
[Your Company’s Name] Launches New [Initiative/Program]
[CITY], [STATE], [DATE] – [Your Company’s Name] is excited to introduce its new [initiative/program], designed to [describe the purpose of the initiative/program].
“We are delighted to introduce [initiative/program] and anticipate it will [mention its expected impact or benefit],” stated [Company Representative’s Name, Title].
More details about the new [initiative/program] can be found at [website] or by contacting [contact person].
About [Company Name]
[Brief description of your company, its mission, and its products or services]
Getting Help: Press Release Writing Services
Understanding how to write a press release can be a game-changer for your business, but it’s not always an easy task. Drafting an effective press release involves understanding the right format, tone, and angle that will catch the media’s attention.
If this sounds daunting or you simply don’t have time to learn the ins and outs of writing a press release, it’s a good idea to consider hiring a professional press release writing service. These services have experienced press release writers who understand what makes a compelling story and how to effectively communicate your news to the public.
A reliable content marketing agency can provide a variety of content writing services, including press release writing. Their expertise can save you significant time and energy, and give your announcement the best chance of grabbing media attention.
What’s more, a professional content marketing agency can help you weave SEO into your press release. This is an important (yet often overlooked) aspect of distributing your release.
Partner with Our Press Release Writing Company
Don’t let your company’s exciting news get lost in the crowd. At VAMS, we offer a comprehensive range of content writing services, including press release writing. We help your stories cut through the noise and reach the right audiences. Our knowledge of how to write a good press release translates to greater brand awareness and potentially more revenue for your business. To hire press release writers who understand the intricacies of press writing, contact us today to get started.