A great press release can interest and attract media coverage, improve brand visibility, as well as disseminate impactful statements to different audiences around the globe. On the other hand, an ineffective press release will more often than not get overlooked. In order for your press release to exhibit effectiveness, and in turn, stand out, follow these basic do’s and don’ts.
Do’s of Writing a Press Release
- Start with a Strong Headline
Your headline should be communicative, captivating, as well as of outstanding quality. Also, ensure that it grabs the attention of its audience when conveying the core message of the press release. It is also important to keep it to the point, ideally less than 10 words. - Write a Compelling Lead Paragraph
Aim for outlining the most to least important content within the paragraph, that being, who, what, when, where, and why. As a shift of habit, journalists tend to skim through press releases, thus your key points ought to be at the outset. - Keep It Concise and to the Point
A press release should contain between 300 to 500 words only. Providing supporting data is fine as long as yourself remains focused, straying far from irrelevant elaborations. - Use a Professional and Objective Tone
Press releases should be straightforward and devoid of over-the-top promotional wording. Write in third-person and refrain from making unfounded claims. - Include Relevant Multimedia
Using high-resolution images, videos, infographics, or audio materials increases engagement and makes press releases more attractive to journalists and readers. - Provide Quotes from Key People
Providing a statement from a company executive, spokesperson, or authoritative figure of relevance increases the value and appeal of your press release. - Use Proper Formatting
The following elements should be a part of a basic press release structure: - Eye-catching headline
- Dateline (the release’s city, state, and date)
- The body (split into smaller paragraphs)
- A boilerplate (concise description of the company)
- Contact details
- Optimize for SEO
Incorporate pertinent key phrases organically in the text to increase the press release’s searchability. Add hyperlinks to company websites, social media pages, or other pertinent sites. - End with a Strong Call-to-Action (CTA)
Encourage your audience to take a specific action, such as visiting a designated website, registering for an event, or reaching out to your team for more information. - Double-Check for Accuracy
With the help of others, make sure to check for grammar, spelling, and false information. A press release without errors increases authority.
Don’ts of Writing a Press Release
- Don’t Make It Too Long
Ensure the content of your press release is concise. Journalists tend to read longer, easier-to-digest content, so incorporating the bare minimum is paramount. - Don’t Use Jargon or Buzzwords
Industry-specific terms and complicated phrases may make your press release less accessible. Avoid jargon and keep your writing straightforward. - Don’t Bury the Lead
Your most important information should be at the beginning. Avoid lengthy introductions that delay getting to the main point. - Don’t Be Overly Promotional
A press release is not an advertisement. Avoid exaggerated claims, excessive praise, or sales-driven language. - Don’t Forget to Include Contact Information
Journalists need to know who to reach for follow-ups. Always provide the name, email, and phone number of a media contact. - Don’t Neglect the Target Audience
Ensure your press release is relevant to your intended audience. Tailor your messaging accordingly. - Don’t Ignore the Power of Distribution
Sending your press release only to a few contacts limits its reach. Use press release distribution services, email lists, and social media to maximize exposure. - Don’t Overuse Links
While adding links is beneficial, too many can make your press release look spammy. Stick to 2-3 relevant links. - Don’t Forget to Follow Up
Simply sending out a press release isn’t enough. Follow up with journalists and media contacts to increase your chances of coverage. - Don’t Release Without a Clear Purpose
Only publish a press release when you have newsworthy content. If it’s not relevant or significant, it won’t gain traction.
Final Thoughts
A well-crafted press release can enhance your brand’s credibility and visibility. By following these do’s and don’ts, you can ensure that your press releases are effective, professional, and media-friendly. Focus on clarity, conciseness, and engagement to maximize your press release’s impact!