How to Write a Successful Press Release

By Ana Cahuas

A press release is a powerful tool for sharing your company’s news. In the ever-changing media landscape, the age-old communications strategy also provides the opportunity to control your message and own your story. But how do you write one that truly stands out? It will require a compelling story angle, a clear and concise message, and an attention-grabbing headline. Here are our top five tips for writing your next press release:

1. Focus on the news angle

First and foremost, your press release must be newsworthy. What sets your company or product apart from the competition? What problem does it solve? Why is it important now? Who is your target audience, and why should they care? Does your news fit into a societal trend? Answering these questions will help you identify the news angle and craft a compelling story. For example, when strategizing our client Torani’s most recent press release announcing their new kettle corn syrup flavor, we identified kettle corn as a nostalgic flavor and rode the nostalgia trend wave for the story angle. 

2. Keep it concise and to the point

Once you determine your angle, get to writing – but keep it concise. Journalists don’t have time to read long, rambling press releases. Communicate your main message within the first 1-2 paragraphs and a good rule of thumb is not to go over 800 words. Stick to the facts, use clear and concise language, and avoid jargon and buzzwords. According to Cision’s 2021 State of the Media survey, “unique,” “cutting-edge,” and “exciting” were the most “cringe-inducing” terms for journalists to read in a press release, and we are not in the business of cringe. 

3. Insert quotes, data, and visuals

Including quotes from relevant experts and compelling data adds credibility and depth to your press release. Make sure your quotes offer insight or perspective beyond the information already provided, and attribute them properly. Incorporating statistics and data will help communicate the importance of your announcement. Lastly, select an eye-catching photo or infographic.  

4. Work the headline

Arguably the most important component, your headline is the first contact with journalists and will be the deciding factor to continue reading or be forgotten. A strong headline grabs readers’ attention, entices them to read further, and increases the chances of your story being picked up by media outlets. A useful starting point is browsing current headlines for stories relevant to your industry. What is being said? Once you gather some inspiration, insert your own short and punchy headline in the conversation.

5. Share, share, share

Sharing your news doesn’t stop once you hit submit on Business Wire. Once your release is live, share it on your company’s website, social media channels, and email newsletters. Also, consider pitching your press release to relevant journalists, editors, and industry influencers who may be interested in covering your story. 

If you need assistance with any of these steps, feel free to contact us, we’ve got you covered.