Crafting an impactful press release is key to capturing the attention of busy journalists and standing out in a crowded media landscape. Here are eight essential tips to help you create a press release that not only gets noticed but also effectively communicates your message:
- Identify a Compelling Angle: Start by finding a unique and engaging angle for your story. This could involve its impact on a specific community, a new perspective in an ongoing debate, progress in addressing a particular issue, or an element that elicits an emotional response. This angle becomes the heart of your press release.
- Develop an Attention-Grabbing Headline: The headline should be brief (ideally under 12 words) and catchy. It needs to summarize the story, perhaps pose a question, specify a location for local relevance, or feature a striking statistic. Avoid clickbait to maintain credibility. Writing the headline after completing the press release can ensure it accurately captures the essence of your content.
- Write a Concise and Informative Lede: The lede, or first paragraph, should be about 30 words or less, encompassing the most vital information. It must address the ‘five W’s’ (who, what, when, where, why) relevant to your story. This section should hook the journalist by relating to current events or topics they’ve covered before.
- Keep the Body of the Press Release Focused: Aim for 2-5 paragraphs of concise yet comprehensive content that tells the entire story. Trim any superfluous details – your goal is to provide the essential facts around which journalists can develop their narrative. Starting with bullet points for each main idea can streamline this process.
- Incorporate a Meaningful Quote: Ensure that any quote you include serves a purpose in storytelling or adds significant value. If the removal of a quote doesn’t weaken the story, consider revising or omitting it.
- Provide Useful ‘Notes to Editor’: This section should contain contact details for further information and a brief company profile, including its mission, founding date, size, and other pertinent details. To save time, keep a template of this section handy, as it doesn’t often change.
- Employ the Inverted Pyramid Structure: Begin with the most critical information, followed by important details, and end with general background. This method ensures that the essential points are immediately conveyed and helps in organizing the content logically.
- Perfect Your Pitch: The email pitch is as crucial as the press release itself. The subject line should be compelling and reflective of your story’s key angle. Tailor your pitch to align with the journalist’s style and previous articles. For larger campaigns, testing different subject lines can be beneficial. Personalize your pitches to demonstrate familiarity with the journalist’s beat and interests.
By adhering to these eight tips, you can effectively craft press releases that not only draw the attention of journalists but also communicate your message clearly and efficiently.
These tips are from
Gareth Hoyle, Managing Director at Marketing Signals