A press release is a great way to notify local media outlets of exciting changes and events within your business or organization. Press releases can also be used to announce collaborations, new hires, and more.
However, news outlets are typically flooded with press releases from local businesses, politicians, and local leadership.
It’s important to be able to write a press release that captures the attention of journalists so it will actually get published. This requires careful planning and effective written communication.
Need to write a press release for your business or organization? We provide a variety of content creation services designed to make your life easier!
Use the below tips to help ensure your press release gets seen by local media outlets and published. There’s no guarantee, but structuring your press release effectively following these guidelines can improve your odds of success.
1. Begin With Strong, Clear Headline
The headline is the first thing journalists see, and many won’t bother to read further if it doesn’t grab their interest.
Your headline should be compelling and concise while accurately summarizing the main point of your press release.
2. Use An Engaging Opening Paragraph
Your first paragraph needs to include a quick summary of the most important information, phrased in an informative, interesting way.
Think of it as slightly expanding on your headline as the “hook” when you write a press release.
3. Answer Key Questions
Who, what, when, where, why, and how all need to be covered in the body of your press release.
News outlets need that information immediately to quickly understand what you’re promoting and why it is significant to their readers.
4. Be As Brief As Possible
Keep your press release to one page by avoiding unnecessary details. If the journalist reading your press release wants more information, they can always contact you for a more in-depth article.
5. Use Quotes Whenever Possible
Incorporating quotes from stakeholders, leadership, and other community leaders adds a human touch to your press release while also connecting with local citizens.
6. Include Necessary Data
Whenever relevant, try to include data, statistics, and other compelling facts. This information can add more credibility to your press release and will give news outlets solid data to tell your story.
7. Don’t Forget Contact Information
Make sure to include the contact information of your company or organization’s spokesperson or media contact. They need to be available to answer questions journalists may send them quickly.
8. Consider Your Audience
What type of press releases does the news outlet you’re targeting typically publish? Make sure you’re sending your press release to news media professionals who will be interested in what you’re announcing.
9. Remember To Follow Up
After sending out your press release, don’t be afraid to follow up with journalists to gauge their interest and offer additional information if necessary.
Need Help Creating Content?
We regularly help our clients write press releases that are published by local news outlets, along with all other types of print and web-based content. If you need help creating content, we’re here for you!
Em Rohrer earned her Bachelor’s Degree in Journalism and English at Grace College in 2005. As a published author and content marketing specialist, she worked in non-profit and corporate business environments before bringing her 15+ years of digital marketing expertise to 1Eighty Digital.