It is a digital work and learning how to write a press release is essential to help you easily inform the public of any significant changes in your organization. Think about it, gone are those days when you had to read through the pages of a newspaper to get access to information. With the advancement of technology and access to many digital devices, information is simply accessible at one’s fingertips.
This is why press releases are a great way to share relevant information for a brand and stay relevant in the news. In this article, we’ll walk you through the step-by-step format of how to write a press release.
What is a press release?
A press release is a written document issued as an official statement by an individual or organization to share relevant or crucial information with the public and media. A press release shares a variety of information as regards structural changes, developments, and leadership-related news. It is a medium through which an organization seeks to capture the attention of news personnel, hoping that they will report the information, which will help them gain more media publicity. In other words, if you want the public to be kept abreast of critical information about your organization, write a press release.
Types of Press Releases
Press releases come in different types because they are used to share different types of information with the public through the media. Due to this, the format and content of each will vary based on the purpose and your intended audience. Here are some types of press releases:
Product Launch
This type of press release is written when your organization creates a new product. It helps to announce the introduction of a new product or service to the market.
Event Announcement
When there is an organizational event that is open for the public or stakeholders, you will write an event announcement press release. It is for sharing details about upcoming events, conferences, workshops, or other gatherings.
Mergers & Acquisitions
A merger and acquisitions is an important business step and you must inform the necessary stakeholders and the public, although this is usually written after the deal has been finalized. In this press release, you will present the facts first, then explain why the merger or acquisition will be of benefit to both companies involved. This is done for clarity’s sake and to help people understand the reason for the merger and acquisition.
New Partnerships
This is similar to a merger or acquisition announcement, but it usually carries less weight. Here you will still include all of the same information from an M&A release, but instead of listing all that both companies stand to gain, you will document how the partners will work together and what makes the partnership necessary.
Financial Results
This press release is written to share financial information, such as quarterly or annual earnings reports. This makes people see how an organization is faring, and how they have grown over the months and years.
Award or Recognition
Awards are given to show a mark of excellence in one’s endeavors. When an organization receives awards, honors, or recognitions, a press release is written to share the news with the media
Milestone Achievement
This highlights significant accomplishments, such as reaching a specific number of customers or years in business.
Press Release Format
The first step to writing a press release is to have all the content needed. Then, you will put it into a format that will be easy for journalists and media outlets to use. Please, always write the press release on the company’s letterhead and at the top left corner of the page, write the words Press Release or News Release. Here is the general format for writing a press release:
Heading
This should be a clear and attention-grabbing headline that summarizes the main message of the release. For an effective headline, keep the words at eight to ten words.
Subheading
This is a brief subheading that gives more context or expands on the headline. It is optional but you can include it as a continuation that provides additional information.
Date and Dateline
This includes the release date and the location of origin, that is city and state.
Introduction
The opening sentence should be concise and engaging. It typically presents the most important information. That means it should efficiently answer the who, what, where, when, why, and how of the news.
Body
This section provides more details about the news, event, or announcement. Include relevant facts and supporting information.
Quotes & Facts
What better way to add credibility to your press release, than facts and quotes from relevant stakeholders in your organization? This can be a quote from the CEO, President, or any other high-ranking stakeholders.
Boilerplate
This is a short paragraph about your company or organization, located at the end of the press release. It includes basic information, such as what the company does, its mission, and its key achievements.
Contact Information
This includes the name, title, phone number, email address, and any other relevant contact information of the media representative who you’d like them to follow up with.
Closing
This is the concluding paragraph or end of the press release. It is a brief closing paragraph that summarizes the story and includes a call to action, if applicable. Here you can also provide additional resources like links to websites or social media profiles.
End Notation
This is a three-centered hash symbol or “###,” that indicates the end of the press release. However, if your press release goes beyond a page, at the bottom center of the first page, write “more”.
Tips for writing Press release
Here are some useful tips that will help you write an effective press release:
Clear and Concise
It is important to keep your press release concise and to the point. Don’t include unrelated information or make each sentence unnecessarily long. Simply focus on the most important information.
Inverted Pyramid
It is advisable to follow the inverted pyramid structure. This means placing the most important information at the beginning and progressively providing more till you reach the end.
Visuals
To make your press release more engaging and shareable, include high-quality, relevant, and eye-catching images or multimedia elements that support your news, as applicable.
Avoid Hype
Understandably, you desire to make your news sound exciting but avoid excessive hype or exaggeration. Write only verifiable facts and maintain a professional tone.
Proofreading
This is as important as writing the press release. Ensure you thoroughly edit and proofread your press release carefully to avoid grammatical errors and ensure clarity.
Frequently Asked Questions
What makes a bad press release?
A bad press release does not capture the important information such as the organization’s information, does not answer the “who, what, when, where, why, how” questions, is more than two pages, and is not newsworthy.
How short can a press release be?
A press release is ideally jot more than one page but it should not be shorter than 300 words written in an A4 size paper.
How many pages is a press release?
When writing a press release, ensure all your information is included in a page or 500 words, and not less than three paragraphs. Never forget that you are writing an official statement and not an essay. Therefore, concisely state the facts about your organization that you would like the public to know about.
What is the first line of a press release?
The first line of a press release should summarize the information you are trying to pass across. Keep it concisely summarized and don’t include unnecessary information or fluffs.
Conclusion
When your press release is well-written, you will easily communicate important information to your intended audience and get the proper attention for your news and events. It is also a powerful tool to attract readers, engage journalists, and generate the buzz your story deserves. Efficiently incorporate these tips and strategies into practice and watch how your press release makes an impact in the media world and beyond
