How to Write an Effective Press Release
Create a Compelling News Release and Attract Reporters
Jul 20, 2009
Writing a good press release means putting ideas on a page that will attract and entice a reporter to write a story. When businesses put together their public relations (PR) strategy, the first question is always, "How do I write a good press release?"
Understanding how to write a good release means taking a step back and thinking like the target market. Not to create a list of features and benefits, rather to get a feel for the types of magazines and newspapers these people read. Once that list has been created, the next step is to think like the reporter, whose goal is to keep these readers busy reading stories that interest them.
Once the strategy has been developed it's time to write the release.
Find an Angle That is Relevant and Newsworthy
Great press releases have one thing in common: A great story. The releases that do the best job are those that capture the essence of the human experience and package it for all to read. No one cares that the CEO has a new haircut. However, if that CEO cut his hair for a charity event because his nephew is a cancer patient and he's showing his support of his young nephew and all children who suffer such maladies, there's a story there.
Effective press releases showcase the human element. They bring in timely events. A company that hosts a fundraiser to benefit veterans returning from Iraq will get more press if there is a large group of soldiers being discharged at the same time. A celebrity appearing at an event in Glendale, CA won't get attention from the paper in New York, however local papers will have a great interest in his story.
Front Load Press Releases To Attract Attention
Effective press releases are written with an understanding that reporters have limited time to research topics. Presenting the story in a top-down format loads the front of the release with the most important details and facts so that the reporter can choose to read further or move on to the next release. This goes contrary to the way most people were taught to read a story. But consider that when time is limited in the great who-dunnit, most people will flip to the end to "cut to the chase."
Create a Compelling Headline for the Press Release
When writing a press release, remember that writing flashy headlines is the job of the reporter. The job of the publicist is to get the reporter interested in including some or all of the information contained in the release in an upcoming article. Once again, clarity is key. Tell the reporter why he or she should read more. Let the reporter see why this press release contains something of merit.
Expand the Story With the Subhead
A good subhead provides an opportunity to advance the angle of the story and "hook" the reporter without revealing the meat of the release. While typically wordier than the headline it should not use unnecessary words.
Give the Facts with the Press Release Lead
Satisfy the reporter's curiosity right away. Answer who, where, when and why in the opening line. Provide the dateline and city/state combo. Lead into the story with a strong open that impacts the reader. Don't focus on the company, hit the pain early on before moving to the solution. Once again, keep it brief. The lead is not the place for flowery prose. Think like a journalist and give them the facts.
Backup the Story In the Body of the Press Release
The body of the press release is the place to backup the story. Proof of the claim, quotes, and other material to provide substance to the story should be included here. Quotes should be from a prominent member of the company who is knowledgeable about the product, service and industry; confident in speaking; and capable of dealing with the press.
Close the Press Release with a Boilerplate
The corporate boilerplate should close every release. This standard text is used on every release to highlight the company promoting the release. In the case of a joint release, both boilerplates may be used.
Contact Information
The goal of writing a press release is to compel the reporter to contact the company. To facilitate that, every release should include the name, email address and phone number for the primary and secondary press contacts.
Remember, reporters want to share good stories with their readers. The job of the publicist or internal public relations person is to draft the release in such a way as to capture the attention of reporter.
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