Press releases are an important tool for businesses to communicate with the media and the public. A well-written press release can help generate positive coverage and raise brand awareness. In this guide, we will provide tips on how to write a corporate press release that effectively communicates your company’s news and message.
DETERMINE YOUR NEWS ANGLE:
Before you start writing your press release, you need to identify the news angle that will make your announcement newsworthy. This could be a product launch, a major partnership, a new hire, or any other event that is significant for your company. By identifying the news angle, you can craft a more compelling headline and lead paragraph that will capture the reader’s attention.
START WITH A COMPELLING HEADLINE:
Your headline should be short, attention-grabbing, and accurately reflect the news or announcement you are making. It should be written in the present tense and be no more than 10-12 words. A strong headline can help your press release stand out among the many that journalists receive every day.
WRITE A STRONG LEAD:
The lead paragraph should provide a brief summary of the news or announcement and answer the questions who, what, when, where, why, and how. It should be written in a clear and concise manner and be no more than 25-30 words. The lead paragraph is often the only part of the press release that journalists will read, so it needs to grab their attention and entice them to read on.
PROVIDE SUPPORTING DETAILS:
The body of your press release should provide additional information that supports your news or announcement. This can include quotes from company executives, statistics, or other relevant information. Make sure to keep the tone professional and avoid overly promotional language. Use clear and concise language, and avoid jargon or technical terms that may be difficult for readers to understand.
INCLUDE BOILERPLATE INFORMATION:
At the end of your press release, include a short paragraph about your company. This should include basic information such as the company’s name, location, and what it does. This is also a good place to include a link to your company’s website. The boilerplate is an opportunity to provide background information about your company and help readers understand your business.
ADD A CALL TO ACTION:
In your final paragraph, include a call to action that encourages readers to take a specific action, such as visiting your website, contacting your company, or attending an event. This can help generate interest and engagement. Make sure your call to action is clear and concise, and provides readers with a specific action they can take.
FOLLOW FORMATTING GUIDELINES:
Make sure your press release is easy to read and follow by using proper formatting. This includes using a clear and legible font, bolding headlines and subheadings, and breaking up paragraphs into smaller sections. Use bullet points to highlight important information, and make sure your press release is no more than one page long.
PROOFREAD AND EDIT:
Before you send out your press release, make sure to proofread and edit it carefully. Look for spelling and grammar errors, and make sure all the information is accurate and up-to-date. You may want to have someone else read your press release to check for clarity and readability.
DISTRIBUTE YOUR PRESS RELEASE:
Once you have written and edited your press release, it’s time to distribute it to the media. There are several ways to do this, including using a press release distribution service, emailing it directly to journalists, or posting it on your company’s website and social media channels. Make sure to follow up with journalists after sending your press release to answer any questions they may have.
MEASURE YOUR RESULTS:
After you have distributed your press release, it’s important to measure its impact. This can help you understand how successful your press release was in generating coverage and engagement. You can use tools like Google Analytics to track website traffic and social media metrics to see how many people engaged with your announcement.
Additionally, keep track of any media coverage you receive as a result of your press release. This can help you understand which outlets are interested in your company and how to better target your outreach in the future.
TAILOR YOUR PRESS RELEASE TO YOUR AUDIENCE:
When writing your press release, it’s important to consider your audience. Who are you trying to reach with your announcement? Are you targeting journalists who cover your industry, or are you trying to reach a broader audience? Depending on your audience, you may need to adjust the tone, language, and level of detail in your press release.
For example, if you are targeting industry-specific publications, you may need to include more technical information to demonstrate your expertise. If you are trying to reach a broader audience, you may need to simplify your language and focus on the more newsworthy aspects of your announcement.
USE QUOTES EFFECTIVELY:
Including quotes from company executives or other relevant sources can help add credibility and interest to your press release. However, it’s important to use quotes effectively and strategically. Make sure the quotes you include are relevant to the news or announcement and add value to the overall message.
Avoid using quotes that are overly promotional or don’t add any new information. Instead, use quotes to provide context, explain the significance of the announcement, or highlight your company’s unique perspective.
FOLLOW UP WITH JOURNALISTS:
After sending out your press release, it’s important to follow up with journalists to answer any questions they may have and provide additional information if needed. This can help build rapport with journalists and increase the likelihood of your announcement being covered.
When following up with journalists, be respectful of their time and don’t be too pushy or aggressive. Simply offer to answer any questions they may have and provide any additional information they may need.
USE MULTIMEDIA ELEMENTS:
Adding multimedia elements to your press release, such as images, videos, or info graphics, can help make it more engaging and increase the chances of it being shared on social media. Including multimedia elements can also help illustrate your announcement and provide additional context for readers.
However, it’s important to use multimedia elements strategically and make sure they add value to the overall message of your press release. Avoid using too many multimedia elements or including elements that are not relevant to your announcement.
TIMING IS EVERYTHING:
The timing of your press release can have a big impact on its success. Ideally, you want to distribute your press release when there is a high level of interest in your industry or when your announcement is particularly newsworthy.
For example, if you are launching a new product or service, you may want to time your press release to coincide with a major industry event or conference. Alternatively, if you have a major announcement related to your industry or market, you may want to distribute your press release as soon as possible to take advantage of the news cycle.
KEEP IT CONCISE AND TO THE POINT:
Journalists are busy people, and they receive dozens, if not hundreds, of press releases every day. To increase the chances of your press release being read and picked up by the media, it’s important to keep it concise and to the point.
Avoid including unnecessary information or going into too much detail. Instead, focus on the most newsworthy aspects of your announcement and provide the information that journalists need to know in order to write a compelling story.
MAKE IT EASY TO READ:
In addition to keeping your press release concise, it’s important to make it easy to read. Use short paragraphs, bullet points, and subheadings to break up the text and make it easier for journalists to scan and digest.
Additionally, make sure your press release is free of spelling and grammatical errors, as these can be a major turnoff for journalists and can detract from the overall credibility of your announcement.
In conclusion, writing and distributing an effective corporate press release requires careful planning, attention to detail, and a clear understanding of your audience and message. By following these tips and best practices, you can increase the chances of your press release being picked up by the media and generating positive coverage for your business. Additionally, by tracking your results and following up with journalists, you can continue to refine your strategy and improve your chances of success in the future.
