Understanding the Purpose of a Press Release
A press release, also known as a news release, is an official statement delivered to members of the media for the purpose of providing information, creating an announcement, or making an official statement. It's a crucial tool for organisations of all sizes to share news, build brand awareness, and manage their public image. Think of it as your chance to control the narrative and present your story directly to journalists, bloggers, and other media outlets.
Before diving into the 'how,' it's essential to understand the 'why.' A well-crafted press release can:
Announce a new product or service: Let the world know about your latest innovation.
Share company news: Highlight milestones, partnerships, acquisitions, or expansions.
Promote an event: Generate buzz and drive attendance for conferences, workshops, or fundraisers.
Manage a crisis: Address concerns and control the flow of information during challenging times.
Establish thought leadership: Position your company as an expert in your industry.
However, it's crucial to remember that a press release isn't just a marketing tool; it's a news item. It needs to be newsworthy, relevant, and engaging to capture the attention of journalists who are bombarded with information daily. Understanding this fundamental principle is the first step toward writing a compelling press release.
Crafting a Newsworthy Headline
The headline is arguably the most critical element of your press release. It's the first (and sometimes only) thing journalists will see, so it needs to be attention-grabbing and informative. A strong headline will entice them to read further and potentially cover your story. A weak headline will likely result in your press release being ignored.
Here's what makes a good headline:
Clarity: It should clearly convey the main point of your announcement. Avoid jargon or overly technical language.
Conciseness: Keep it short and to the point. Aim for around 8-10 words.
Newsworthiness: Highlight the most interesting and relevant aspect of your news.
Action-oriented: Use strong verbs to create a sense of urgency or excitement.
Here are some examples of effective headlines:
Good: "Wri Launches New AI-Powered Website Builder for Small Businesses"
Bad: "Wri Announces New Product"
Good: "Local Startup Secures $2 Million in Seed Funding to Revolutionise Healthcare"
Bad: "[Company Name] Receives Funding"
To create a compelling headline, ask yourself: What is the most important and interesting thing about my announcement? What will make journalists want to learn more? Experiment with different variations until you find one that truly captures the essence of your news. Remember to check out our services if you need help with crafting the perfect message.
Headline Best Practices
Use keywords: Incorporate relevant keywords that journalists and search engines might use to find your press release.
Avoid hype: Steer clear of overly promotional language or exaggerations.
Use numbers: Numbers can make your headline more attention-grabbing (e.g., "5 Ways to Improve Your Website Security").
Capitalise the first letter of each word: This is standard practice for press release headlines.
Writing a Concise and Engaging Body
The body of your press release should provide the details of your announcement in a clear, concise, and engaging manner. It should follow the inverted pyramid structure, meaning you present the most important information first and then gradually provide more details.
Here's a breakdown of the key elements of the body:
Dateline: Begin with the city and state (or territory) of origin, followed by the date (e.g., SYDNEY, NSW – October 26, 2023).
Lead Paragraph: This is the most crucial part of your press release. It should summarise the key information in one or two sentences. Answer the five Ws and one H: Who, What, When, Where, Why, and How.
Supporting Paragraphs: Provide more details about your announcement, including relevant background information, statistics, and context. Keep paragraphs short and easy to read.
Boilerplate: Include a brief paragraph at the end that provides background information about your company. This should be consistent across all your press releases.
Tips for Writing an Engaging Body
Use clear and concise language: Avoid jargon, technical terms, and overly complex sentences. Write in a way that is easy for anyone to understand.
Focus on the news: Don't bury the lede. Get to the point quickly and highlight the most important information.
Provide context: Explain why your announcement is important and how it will impact your target audience.
Use strong verbs and active voice: This will make your writing more dynamic and engaging.
Proofread carefully: Ensure your press release is free of errors in grammar, spelling, and punctuation.
Including Relevant Quotes and Contact Information
Quotes add credibility and personality to your press release. They provide a human voice and allow you to express your company's perspective on the news. Choose quotes strategically to highlight key messages and reinforce your brand's values.
Choose the right spokesperson: Select someone who is knowledgeable, articulate, and passionate about the topic. This could be the CEO, a product manager, or a subject matter expert.
Keep quotes concise and impactful: Avoid rambling or overly technical language. Focus on delivering a clear and memorable message.
Ensure quotes are relevant to the news: The quotes should directly relate to the announcement and provide valuable insights.
Use quotes to add emotion and personality: Quotes can help to humanise your company and make your press release more engaging.
In addition to quotes, it's essential to include clear and accurate contact information. This will allow journalists to easily reach you for follow-up questions or interviews. Include the name, title, email address, and phone number of a designated media contact. Make sure this person is readily available and prepared to answer questions.
Example Quote
"We are thrilled to launch our new AI-powered website builder, which will empower small businesses to create professional and effective websites with ease," says John Smith, CEO of Wri. "We believe this tool will level the playing field and help entrepreneurs succeed in the digital age."
Distributing Your Press Release Effectively
Writing a great press release is only half the battle. You also need to distribute it effectively to reach your target audience. There are several channels you can use to distribute your press release, including:
Media Distribution Services: These services, such as AAP Medianet in Australia, distribute your press release to a wide network of journalists, bloggers, and media outlets. They often offer targeting options to ensure your release reaches the most relevant recipients.
Direct Outreach: Identify journalists and bloggers who cover your industry and send them a personalised email with your press release. This requires more effort but can be highly effective if you target the right people.
Your Website: Publish your press release on your company website in a dedicated news or media section. This will make it easily accessible to journalists and other interested parties.
Social Media: Share your press release on your social media channels to reach a wider audience. Use relevant hashtags to increase visibility. You can learn more about Wri and our approach to social media.
Tips for Effective Distribution
Target your audience: Don't send your press release to everyone. Focus on journalists and bloggers who are likely to be interested in your news.
Personalise your outreach: When sending direct emails, take the time to research the journalist and tailor your message to their specific interests.
Follow up: If you don't hear back from a journalist, follow up with a brief email or phone call. Be polite and respectful of their time.
Track your results: Monitor your press release to see how many people are reading it and who is covering your story. This will help you improve your distribution strategy over time.
By following these steps, you can write and distribute a compelling press release that gets your news covered and helps you achieve your business goals. Remember to always focus on newsworthiness, clarity, and relevance to capture the attention of journalists and your target audience. And if you have any frequently asked questions, don't hesitate to reach out for assistance.