How to Write a Press Release That Gets Noticed

What is a Press Release?

A press release is an official statement or announcement that is distributed to the media. The goal is to provide journalists and reporters with newsworthy information that they can use for a story.

Unlike other forms of communication like an advertisement or direct marketing collateral, a press release aims to inform, not sell. The focus is on announcing something valuable for a media outlet's audience, such as:

• New product launches
• Company milestones like major partnerships or funding rounds  
• Awards or accolades  
• Research findings or data on industry trends
• Events and upcoming appearances
• Rebranding efforts or new branding campaigns
• Executive appointments, hires, or departures

While press releases contain promotional elements, they differ from marketing materials in their purpose, format, content, and distribution strategy. The goal is earned media coverage rather than direct promotion.

Press releases follow a standard structure that caters to journalists' needs. They summarize the news using an objective tone and provide all the relevant details upfront. This allows reporters to quickly determine if the information merits coverage in their publication.

The challenge is crafting compelling press releases that will capture media attention among the hundreds of submissions they receive daily. Follow best practices and you'll have a better shot at high-quality coverage that drives awareness.

When Should You Send a Press Release?

The key to successful press release distribution is timing. You'll want to issue press releases at strategic times to maximize visibility and impact.

Types of News Worthy of a Press Release

• Product or service launches: New product announcements are a common press release topic. Get your new offering on journalists' radar.
• Major company news: Share mergers and acquisitions, CEO changes, new funding rounds, office expansions, etc.
• Awards and accolades: Promote awards won, inclusion in rankings, certifications achieved, etc.
• Sponsorships or partnerships: Announce sponsorships and new strategic partnerships.
• Event promotions: Pitch conferences, webinars, and other events.
• Research and survey results: Report on findings from studies and surveys conducted or sponsored by your company.
• Community initiatives and philanthropy: Share your company's corporate social responsibility and charity efforts.

Timing Press Releases for Maximum Impact

• Announce on days with less competing news. Avoid major news events, elections, holidays, etc.
• Distribute before or of day of news. Get your message out early, but not too far in advance.
• Link timing to trends and current events. Connect your news to what's happening now.
• Allow lead time for publications. Give editors a few days to review and publish your release.
• Follow up with pitches. Pitch specific reporters in addition to newswires.

Press Release Format

The standard format of a press release includes several key sections:

• Headline - This should be attention-grabbing yet informative, ideally 6-10 words. Get to the point quickly and highlight the news value.
• Dateline - This includes the release date and location. Write it like "CITY, State—Date" e.g. LOS ANGELES, CA—February 12, 2023.
• Introduction - Start with a short paragraph, 2-3 sentences, summarizing the key details. Who is announcing what, when, where and why? This section should capture attention.
• Body - Elaborate on the news in 2-4 paragraphs. Include the most important information upfront. Answer the questions who, what, where, when, why and how. Add quotes to support claims and add credibility.
• Boilerplate - This is a short paragraph about your company, usually included at the end. It describes offerings, target market, etc.
• Contact Details - List contact information for the press release writer or company representative. Include name, phone, email, website.
• ### - Close with three # symbols to indicate the end of the release.

The standard press release format ensures journalists can quickly scan and understand the important details. Formatting it correctly will increase pickup and coverage of your news.

Crafting a Strong Headline

Your headline is one of the most important parts of your press release. It needs to grab the reader's attention and succinctly convey the main news or purpose of the release.  

Here are some best practices for writing attention-grabbing headlines:

• Keep it short and snappy. Headlines should be less than 10 words if possible.
• Lead with the main news or action. Put the key point right up front rather than burying it.
• Use active voice and strong verbs. "Company Launches New Product" is more compelling than "New Product Launched by Company."  
• Avoid overused buzzwords like "exciting," "innovative," or "revolutionary." Let the news speak for itself.
• Write for humans first, SEO second. Keywords are great but don't stuff unnaturally.
• Consider using numbers for stats/data and superlatives like "first," "best," "largest" to create impact.
• Ask a bold or intriguing question. Pique the reader's curiosity.
• Be specific and concrete. Vague headlines won't land.
• Format strategically with punctuation, capitalization, and length to make it scannable.
• Grab attention but don't mislead. Reflect the true content accurately.

With a compelling, newsworthy headline, you can generate more interest in your press release and improve pick-up rates. Keep these tips in mind as you craft and refine your headlines.

Writing the Body Copy

The body copy is where you provide the details that support and expand on your headline and opening paragraph. This is your chance to tell the full story and convince readers why it's newsworthy.

When writing the body copy, focus on telling a compelling narrative in an inverted pyramid structure - starting with the most essential information first, and adding supporting details later.

Tips for writing compelling opening paragraphs and body content:

• Hook readers in the opening paragraph with a fact, statistic, or other attention-grabbing detail that illustrates the significance of your news. For example, "According to a new report, over 50% of shoppers now prefer to buy groceries online."
• Use clear, concise language and avoid jargon. Write conversationally while maintaining an authoritative tone.
• Structure information logically in short paragraphs for easy skimming.
• Prioritize details - focus on the 5 W's: who, what, where, when and why. Expand on the key points teased in the headline and opening.  
• Add quotes from experts to back up claims and lend credibility.
• Localize the news by highlighting its relevance to your target demographic or region.
• Close by reiterating the main news points and their significance. Leave readers feeling informed.
• Avoid embellishing or exaggerating details. Stick to pertinent facts readers can trust.
• Use active voice and strong verbs to keep your writing lively and engaging.

Following these tips will help craft body copy that compels readers to continue reading to the end. Pay close attention to structure and prioritization of details for maximum impact.

Incorporating Quotes

Quotes from company executives, spokespeople, or subject matter experts can add credibility and authority to a press release. However, quotes should be used judiciously. Follow these best practices when incorporating quotes:

• Only include 1-2 quotes per release. Too many quotes will make the release cumbersome to read.
• Position the most important quote near the top, after the first 1-2 paragraphs. This prime placement will draw attention to the key message.
• Choose quotes that provide unique insights, perspectives, or information not already covered. Avoid filler quotes that simply echo what was already stated.
• Keep quotes concise - 1-2 sentences long. Draw out the key point or statement rather than including long, dense blocks of text.
• Quote the most senior level executive possible. If the CEO or President is able to comment, secure their quote rather than a lower-level manager.
• Identify the person being quoted by their full name and title on first reference. This immediately establishes their credibility.
• Use quotes to convey emotions and enthusiasm that may not come across in the main copy. Quotes can capture excitement, passion, humor, etc.
• Ensure quotes are understandable when read outside the context of the main release. Avoid unusual jargon or acronyms.
• Format quotes in italic text and enclose them with double quotation marks. This visually distinguishes them from the body copy.
• Accurately transcribe the quote as provided by the interviewee. Do not paraphrase, edit or amend it.

Following these best practices will lead to well-incorporated, impactful quotes that add significant value to your press releases.

Boilerplate Language

The boilerplate section of a press release contains standardized information about your company, product, or service. Its purpose is to provide basic background context for readers and media outlets.

The boilerplate content typically includes:

• A brief company description (2-3 sentences about what you do, history, etc.)
• Location and founding date  
• Product or service overview
• Mission statement or positioning statement
• Contact information

This standardized content remains the same across all your press releases. It should be concise yet informative. The boilerplate gives readers a snapshot understanding of your business.

When formatting your press release, put the boilerplate text at the bottom. Use italics or smaller font to differentiate it from the main press release content.

Having a pre-written boilerplate speeds up the press release writing process. You can reuse the same boilerplate content in every release. Just copy and paste it into each new document.

The boilerplate content is important for context. But make sure the main press release copy focuses on the latest news, announcements, products, etc. That's what will grab media attention. The boilerplate simply acts as supporting background information.

Distribution & Targeting

Distributing your press release and targeting relevant journalists and media outlets is critical for getting your message out. Here are some strategies to consider:

• Build a targeted media list - Research and compile a list of journalists, reporters, editors, bloggers, influencers, and media outlets who cover topics related to your press release. Look at who has covered similar press releases or industry news.
• Use a press release distribution service - Wire services like PR Newswire or BusinessWire can distribute your release to thousands of media contacts. While not free, they have established media databases.
• Email the release - If emailing directly, send as a text or PDF, not as an attachment. Personalize each email with the reporter's name and why it's relevant to them. Follow up with calls.  
• Pitch reporters - Don't just blast releases. Establish relationships with reporters you pitch by following up and providing useful information. Offer interviews with company experts or exclusives.
• Post on newswires - Posting your release on free newswire services can increase visibility and pick-up. But quality of outlets may vary.
• Share on social media - Share your press release on company social media accounts. Ask influencers or partners to share as well.
• Target local media - If you have a localized angle, identify and pitch relevant metropolitan, regional or niche publications.
• Follow up - Don't just send and forget. Follow up with reporters who don't respond to initial outreach. Offer to provide more info or interviews.

The key is targeting the right media outlets and building relationships with journalists interested in your industry news. Leverage existing contacts and focus on media likely to care about your announcements.

Following Up

Once your press release has been distributed, it’s important to follow up with media contacts and ensure that your message has been received. Here are some tips for following up effectively:

• Send personalized emails. Don’t just blast out a mass email to all contacts. Take the time to personalize each email, referring to the journalist by name and mentioning why you felt your news would be a good fit for them specifically. This extra effort can go a long way.
• Offer to provide more information. Let journalists know you’re happy to schedule a phone call, provide data, images, interviews, or other materials that may help them cover your story. Make their job easier.
• Ask if they need anything else. Check in to see if they need any clarification or have additional questions not answered in your initial pitch. Be responsive and accommodating.
• Suggest a relevant story angle. If they haven’t responded after a week or so, propose a new story angle or way they could cover your news tailored to their specific beat or audience. Show you did your homework on their reporting.
• Follow up again if needed. Don’t harass reporters with constant emails, but consider checking in one more time if you still haven’t heard back after 2-3 weeks. The squeaky wheel gets the grease.
• Analyze if your pitch missed the mark. If you've followed up and still get no response, reflect on how your press release could be better aligned with that publication or journalist's interests. Learn for next time.

Following up politely and persistently while providing value to journalists demonstrates your commitment to getting coverage. Don’t let your news fall through the cracks.

Measuring Results

Measuring the results and impact of your press release is crucial to determine if your efforts were successful. Here are some of the key metrics and methods to track:

Media Pickup and Online Mentions

• Monitor how widely your release gets picked up by media outlets and blogs. Track online news mentions using Google Alerts for your company name, product, executives, etc.
• Check if it gets reprinted or syndicated on major newswires like Business Wire or PR Newswire.
• See if journalists share it on social media or link to it in their articles.

Website Traffic

• Look for spikes in traffic and visitors from press release links. Use Google Analytics to check traffic sources.
• See if your release gets shared on social media and drives visitors to your site. Track social shares and clicks.

Online Buzz and Conversation

• Use online listening tools like Meltwater or Talkwalker to analyze conversations, commentary, and online mentions.
• Track social media hashtags and keywords to measure engagement. Look for positive vs negative sentiment.

Leads and Sales

• If your goal is lead gen, see if the release drives conversions like email signups, downloads, or purchases.
• For B2B, track inquiry requests. For ecommerce, look for sales jumps after issuance.

Brand Awareness

• Survey target audiences to evaluate if your brand visibility increased.
• Google Trends can show if search interest has increased for your brand name and keywords.
• Increased social followers, web traffic, and media mentions also indicate growing awareness.

Monitoring these metrics will reveal how much interest and engagement your press release achieved. This can demonstrate its impact and help refine your PR strategy going forward.

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