Author: Carlos Sequeira

Last modified: March 18, 2022

Have you tried a press release to attract more customers and expand your reach?

A press release is a traditional form of communication that can be effective in today’s modern world.

Press releases can be written by a press release copywriter, PR agency or someone in-house within the business.

Business owners and companies use press releases when they want to share a newsworthy story that is worth mentioning.

In this guide I will provide the outline of how to write a press release.

What is a press release?

A press release is a form of communication that can help draw attention to your business.

In addition, it’s a document that explains in brief a news event that occurred within a company.

Press releases can be used to improve a brand’s image, share newsworthy information, and inform the public of a new product or service.

When the press release is distributed, it can help your company get noticed and attract new customers.

When should you use a press release copywriter?

• When starting a business
• New employees were added to the team
• A new product was launched
• Awards that the business has received
• Participation with charities
• Any newsworthy events

Here are 14 tips that you can use to get the most out of a press release

1. Start by drawing the reader’s attention

The purpose of a press release is to share a newsworthy story.

Before starting to write the release, take a few minutes to think about the exciting news that you want to share with the world.

The news should be appealing enough to attract the attention of people outside of the company.

Lead with the important information first and follow with details.

Be brief in your opening paragraph to keep the reader engaged. Also, it’s important to include the following in the first paragraph of your release:

Who: The company writing the release

What: The newsworthy information that you are trying to release

When: When does the event take place or when does the product launch

Where: Where can the media or consumers get more information about the company

Why: How is this information newsworthy and worth the reader’s time

2. Adding the release information

At the upper left corner of your release:

FOR IMMEDIATE RELEASE: Month, day, year.

Or

If you’re not in a time restraint:

NEWS RELEASE

3. Give your press release a compelling title

The main title of your release should be compelling and give the reader an idea of what’s to come.

Similarly, your sub header should get the reader to continue reading and add support to the main title.

A press release copywriter can help you craft a compelling title that captures the attention of the readers.

4. Follow AP style

As a press release copywriter I follow the AP style rules when writing a release.

The AP offers a Stylebook as a guide to follow when writing your release.

It helps with spelling, grammar, and punctuation.

AP style is mostly intended for terms and topics that journalists use on a regular basis.

For instance, when writing about height, weight, or dimensions, use figures and spell out words such as feet and miles.

Example: He is 5-feet-11. (include the hyphens between numbers and letters)

5. Write in the third person

When you write in the first person it makes your release sound like promotional material.

The aim for a press release is to announce news to the media and the general public.

In addition, use the third person when writing quotes and brand mentions.

6. Add Quotes

Adding quotes gives the press release a sense of authenticity.

Quotes provide readers with credibility that a real person was behind the newsworthy event.

Similarly, quotes should not be lengthy.

Two or three quotes are the ideal for a press release.

The quotes should match the tone that is being projected in the release.

When the leader or spokesperson is speaking they should use conversational style speaking.

Before the press release is distributed make sure anyone involved in the project is aware that their quotes were used in the release.

This way they won’t be caught off-guard by their quotes.

7. Keep the audience engaged with visuals

To keep your audience engaged you can include visuals or videos in your press release.

Visuals can help with brand recognition and marketing.

A visual can stick in the reader’s mind easier than text.

For instance, if you are introducing a new product, include visuals showing the benefits of the product.

8. Boilerplates in press releases

The about section is where you explain the details of your business.

For instance, in what city was the business founded.

The names of the people who founded the business.

Also, you can include the mission statement of the business.

If your business is known for a major product or service you can include it in this section.

Lastly, in the about section you can include your business address, telephone, email, and the person to contact.

9. Make it easy to be contacted

When writing a press release your business should be easy to contact.

Make it as easy as possible to be reached.

Include a direct telephone number to a spokesperson or anyone that is readily available to answer any questions.

Similarly, email requests should be answered promptly.

To enhance your reading. May I suggest this post. 10 Ways to Improve your B2B Marketing Efforts

10. How to close a press release?

Press releases should not be lengthy pieces.

Releases should be one or two pages at most.

If the release is more than one page write “MORE” at the bottom of the page.

When you finish, write “END” at the bottom.

In addition, you can use the symbol “###”.

For instance, it can look something like this: “###END###.”

11. How to distribute a press release?

A press release can be distributed through an online service, through the company’s blog, email, or social media.

12. Promote by using cross channel marketing

Now that your press release is finished it’s time to promote it.

A press release should be able to reach as many people as possible.

This is where cross channel marketing comes in.

For instance, take the time to share the release across all your company’s marketing channels.

In addition, when using cross channel marketing make sure to have a consistent message across all channels.

Distributing your release across multiple channels increases visibility.

Check out the press release I created in my portfolio.

13. Reviewing your press release

Reviewing your copy is a critical part of the copywriting process.

When reviewing your copy, think to yourself does the release meet its purpose?

Is the press release newsworthy and capable of attracting attention?

After everything has been revised and polished it can be distributed to the public.

14. Following up

When you send out a press release, follow up with the associated parties.

For instance, if you send the release via email, check to see if the release was received.

In addition, if the release was distributed using social media, check your analytics to see how many people engaged with the post.

Also, review your website to see how many people read your blog post.

By following up you will have a better idea of what the public thought about the release.

Here is a valuable guide on persuasive copywriting. Persuasive copywriting techniques to boost sales

Summary

A press release can help your business attract more customers and expand your reach.

It’s best used when you have a newsworthy story to share with the world.

In this article I provided a step-by-step guide on how to write a press release.

Additionally, I explained how to promote, distribute and make it easy to be contacted.

A press release copywriter can help you create a press release that draws attention and attracts more customers to your business.

There are many benefits of a press release.

Benefits of a press release include sharing newsworthy information, improving a brand’s image and informing the public of a new product or service.

Press releases continue to be an effective form of communication in today’s modern world.

Contact me for your next copywriting project. There is no commitment or obligation of any kind.