How to Write a Press Release That Gets Results in 2024: 10 Expert Tips
Did you know that journalists receive an average of 50 press releases a week and spend less than one minute reading them? If you’ve ever felt like your carefully penned announcements are disappearing into the void, you’re not alone.
In this guide, we’ll unlock ten critical factors to consider when writing a press release that will maximize your chances of getting featured in the media.
Let’s jump in:
1. Craft an Attention-Grabbing Headline
Your headline is your first (and sometimes only) chance to make an impression. In the fast-paced world of journalism, you’ve got seconds to pique a reporter’s interest. Here’s how to make those seconds count:
- Incorporate numbers or statistics: “Company X Increases Revenue by 200%” is more eye-catching than a vague statement about growth.
- Keep it concise: Aim for under 70 characters. Remember, many email subject lines are cut off after this point.
- Include your target keyword naturally: This helps with SEO and immediately tells the reader what your press release is about.
Your headline should be a teaser, not a novel. It should make the reader think, “I need to know more about this!”
2. Nail Your Lead Paragraph
You’ve got their attention with your headline – now it’s time to reel them in with your lead paragraph. This is where you answer the crucial “5 W’s and H” (Who, What, When, Where, Why, and How). Here’s how to make your lead irresistible:
- Start with the most newsworthy aspect: Don’t bury the lead! Put your most exciting and essential information right at the top.
- Use the inverted pyramid structure: Begin with the most crucial information and provide supporting details as the release progresses.
- Keep it concise: Aim for 25 words or less. If you can’t explain your news in a tweet, you might need to refine your message.
A strong lead paragraph might look something like this:
“Tech startup InnovateCo unveiled its groundbreaking AI-powered personal assistant, ‘Zephyr,’ on Monday, promising to revolutionize daily task management for busy professionals worldwide.”
3. Structure Your Press Release for Readability
In today’s fast-paced media environment, your press release needs to be scannable. Journalists often decide whether to pursue a story based on a quick skim. Here’s how to make your release easy on the eyes:
- Use short paragraphs and sentences: Aim for 2-3 sentences per paragraph. This improves readability and makes your release less daunting.
- Include subheadings: Break up long blocks of text with descriptive subheadings. This helps guide the reader through your release.
- Utilize bullet points: Great for listing features, benefits, or related points.
A well-structured press release is not only easier to read but also more likely to be read in full.
4. Include Compelling Quotes and Data
Nothing adds credibility to your press release like well-chosen quotes and hard data. Here’s how to use them effectively:
- Add quotes from key stakeholders: This could be your CEO, project lead, or even satisfied customers. Make sure the quotes add value and aren’t just fluff.
- Back up claims with statistics: If you say your product is “revolutionary,” prove it with numbers.
- Use infographics or charts: These can make complex data more digestible and shareable.
A good quote might look like this:
“Zephyr isn’t just another digital assistant – it’s a paradigm shift in how we manage our daily lives,” said Jane Doe, CEO of InnovateCo. “Our early adopters are reporting a 40% increase in productivity within the first month of use.”
5. Optimize for SEO and Digital Distribution
In 2024, your press release needs to work hard for you online. Here’s how to optimize for both human readers and search engine crawlers:
- Include relevant keywords: Use your main keyword in the headline, lead paragraph, and sprinkled naturally throughout the body.
- Add multimedia elements: Images, videos, or infographics can make your release more engaging and shareable.
- Use hyperlinks: Link to your website’s relevant pages or supporting resources.
Remember, while SEO is important, your primary audience is still human journalists. Don’t sacrifice readability for keyword stuffing.
6. Craft a Powerful Boilerplate
Your boilerplate is your company’s elevator pitch. It’s typically placed at the end of the press release and should succinctly summarize who you are and what you do. Here’s how to nail it:
- Summarize your mission: What problem does your company solve? What’s your unique value proposition?
- Highlight key achievements: Have you won awards? Reached significant milestones? Briefly mention them.
- Include a call-to-action: Direct readers to your website or social media for more information.
Here’s an example:
“About InnovateCo: Founded in 2020, InnovateCo is at the forefront of AI-powered productivity solutions. Our flagship product, Zephyr, has helped over 1 million professionals reclaim their time and boost productivity. Recognized as a ‘Top 10 Tech Startup to Watch’ by TechCrunch, we’re on a mission to revolutionize how the world works. Learn more at www.innovateco.com.”
7. Provide Clear Contact Information
Make it easy for journalists to follow up with you. Here’s what to include:
- Name, phone number, and email of the media contact: This should be someone who can answer questions about the release.
- Social media handles: Some journalists prefer to reach out via Twitter or LinkedIn.
- Availability: Be mindful of time zones and which contact information to use as you set up a meeting with the journalist. There is nothing more stressful than struggling to find a link or phone number one minute before the big interview!
Pro tip: Suggest several availabilities as soon as a journalist expresses interest, so the journalist can simply pick a time (and you can avoid the back-and-forth of scheduling).
8. Time Your Release for Maximum Impact
Timing can make or break your press release. Here’s how to get it right:
- Research optimal times: Generally, Tuesday through Thursday mornings are good for B2B news. But this can vary by industry, so consider what makes the most sense for your audience.
- Consider embargoes: For major announcements, you might want to give journalists, or a specific journalist/outlet, advance notice under embargo.
- Avoid dead zones: Unless it’s breaking news, avoid releasing on Friday afternoons, major holidays, or during typically slow news periods.
The goal is to release your news when journalists are most likely to be receptive and have time to follow up.
9. Distribute Through the Right Channels
Writing a great press release is only half the battle – you need to get it in front of the right eyes. Here’s how:
- Kick off your campaign by reaching out: Direct outreach via email and phone is the best way to get journalists’ attention. Paid services like PR Newswire can be helpful in creating a permanent link to your news that appears on Google and other websites, but it’s no substitute for one-on-one outreach.
- Target industry-specific outlets: A niche publication might be more interested in your news than a general news site.
- Build relationships with journalists: Over time, develop a list of journalists who cover your industry. Personalized pitches can be very effective.
Pro tip: Create a media list and segment it by beat, publication type, and past interest in your company. This allows for more targeted distribution.
10. Follow Up and Measure Results
Your work isn’t done once you hit “send.” Here’s how to maximize the impact of your release:
- Take note of interest: Once your press release is distributed—if you’ve followed the steps in this guide—you are likely going to have journalists interested in your news. For each opportunity, you want to understand each reporter’s deadline as well as intentions for the story. (For example, is it a feature about you, a round-up of businesses similar to yours, or part of a larger trend story?) Then, schedule the interview!
- Track key metrics: If you can monitor open rates and click-throughs, this can be useful in determining who to follow up with. If a journalist opened your email multiple times but didn’t respond a gentle follow-up might be appropriate.
- Identify coverage: Outlets may run your news straight away. Tools like Google Alerts can help you track mentions. Keep track of all mentions and take note of any issues that need to be corrected. Of course, promote your positive coverage.
Summary
Writing a press release that gets picked up isn’t rocket science, but it does require a strategic approach and a dash of creativity. The key is to think like a journalist – what would make you want to cover this story?
By crafting attention-grabbing headlines, nailing your lead paragraph, structuring for readability, including compelling quotes and data, optimizing for digital, and distributing strategically, you’ll be well on your way to creating press releases that don’t just inform, but inspire action.
So go ahead, give it a shot! Make your next announcement the one that skyrockets your name and brand to new heights.