How to write a press release that gets published

Oana Groza
Nov 3 · 4 min read
Photo by Jesus Kiteque on Unsplash

Before we get started…is the press release still a valid tool for PR specialists and businesses? Some would say it is, some would argue that the days when we could just write it, send it to every publication and hope it gets published are gone.

Personally, I think that a press release still works, as long as it’s VERY well written.

Before we dive in, I want to note that beyond sending the typical press release, I always recommend that companies take a more personal approach to reaching out to the press as well. But that’s a different topic.

Now, as you can imagine, in this world in which everything happens so fast, journalists’ inboxes are always full. How can you get their attention with your press release and what should you / your PR specialist avoid? How can you use your press release to stand out?

First of all, it’s about the message

Make sure your message has true value not only for yourself, but to a wider public as well. The world (and internet) is full with useless content and we’ll some yours is not. So start by asking yourself: what do you want to transmit, why (be very careful, because if the only answer here is that you want to make money, you might try other approaches, such as paid advertisements), what’s in it for those who will read it, what’s different/new about you or your business?

Do your research

It is little to no use to send a press release announcing the opening of a new coffee shop to a publication that writes about airlines. Unless you are a former pilot;) But this doesn’t mean you have to limit yourself — i.e., if you open a coffee shop, you could write both to specialized magazines, as well to startup-dedicated publications. Do a little bit of research, try to see all the dimensions of your business and then look for those online/offline publications that are focused on those topics. This will also show that you respect a journalist’s work and not just added him/her in a general distribution list. Not to mention you are doing yourself a favor, as you might reach your target audience more easily.

Eye candy content

Some press releases get published more than others and that is because they contain information that: has strong research behind (i.e. the results of a survey); brings something new and exciting to the table (a new way of taking photos); celebrates important accomplishments (a company’s valuation to 1B); tells a really good, inspiring story that readers can connect with.

Don’t forget to include images too — representative pictures surrounding your topic, infographics, pictures with your team or anything else you consider fit. Don’t send stock images and check that your logo is on them.

Click-bait headlines

Well, I am a very strong supporter of the idea that you shouldn’t write click-bait titles if there is nothing of value in your material. But do take into account that people are overwhelmed with information every day, so you have to do something to get their attention. Make sure your e-mail subject and your press release titles are attractive enough to have people at least open your mail. As long as your content is honest, correct, useful and relevant, go ahead and make them click on it.

Short and nice

You are sending a press release, not a novel, so don’t go too far with how much information you share, even if you’d like to. Keep in mind that people tend to have shorter and shorter attention spans and don’t have time to read 4 pages of a press release.

What you could do instead is to focus on some key messages and to emphasize them by putting them at the beginning, in bullet points or in the first paragraphs.

Don’t forget about yourself

Every press release should have your logo, a very short description of your business at the end and some contact information. Also, include a statement from you/the founder of the company/a relevant key opinion leader. This will show professionalism and will offer journalists some more details or opportunities to contact you in the future.

To sum it up, it’s about the right message, in an appealing form, sent to the right people. Use it only if it serves your needs. Use it when you need it. It’s not something you HAVE TO DO every month, but it’s definitely a tool you should consider.

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