Writing a press release is a skill that every marketer should have. From the heap of resumes, top PR firms will only select the best candidates with the relevant skills. So, if you want to stand out from the competition, having a flair for writing excellent press releases is a must.
In order to master the skill of writing press releases, there are a few things that you need to keep in mind. The correct formatting and using the right tone to deliver your message are a prerequisite for writing a good press release.
Many PR firms in San Francisco and other major cities look for individuals who specialize in writing press releases. Let’s dive into the specifics of the press release and how you can write one.
What is a Press Release?
Press releases are an important part of the company’s public relations and marketing strategy. It helps the company to deliver and inform people about all the latest updates happening in the company.
A press release with an engaging tone and the right format can grab the attention of media outlets. This offers companies an excellent medium to deliver the right message. Companies can use different types of press releases as per the requirements.
How to Write a Press Release?
Before we move towards the writing part of the press release, we need to understand it’s format.
Format of Press Release
Journalists will only want to cover your story if they find everything in front of them. If your press release follows the format they are similar to, they can point out the necessary things. Also, you must have a story that journalists want to cover. Here is the format that you can follow:
- Strong and engaging heading
- Location of the news where it is happening
- One line abstract of the press release
- The main points in a couple of paragraphs
- Boilerplate
- Contact details of the relevant person to get in touch with, such as the media coordinator
Writing a good piece of press release is vital for the public to connect with it. Majority of the Americans tend to get their news online. That is why there are a few steps you must follow to make sure you have the right draft.
Step 1 – Create an Engaging Headline
In most cases, the first impression is the last. In the case of your press release, the first impression is your headline. It has to be intriguing and engaging enough that it grabs the attention of both the journalist and the target audience.
It has to be the perfect blend of verbs, comprehensiveness, and engagement to create an impact. Also, don’t go for lengthy headlines as they can be boring, and people might not proceed further.
Step 2 – Add Value in your Press Release
One of the most crucial things about writing a press release is adding value to it. The press release needs to have accurate information about any particular topic. A fluff press release will be a waste of time for reporters who may not go through the entire content.
Step 3 – Use the Inverted Pyramid Formula
When it comes to writing the main paragraphs, a reverse or inverted pyramid formula is an optimal approach that you can follow. The first part of the opening paragraph has to be answering the 5Ws (What, When, Where, Why, Who).
The next part has to be about all the important stuff giving you an understanding of the story. It has to be concise and simple for people to easily understand it. The last part can have additional information about the topic of the press release. It is for anyone looking to get more details.
Step 4 – Add Supporting Quotes
A great way to bring credibility to your press release is by including quotes from an important person. It will build trust among the viewers about the brand. However, it is essential that the quote is relevant to the press release and supports it.
Step 5 – Add a Boiler Plate
Boilerplate is about your company’s aims and goals. It is a short paragraph that helps people understands your organization and a vital part of the press release that you need to include.
Types of Press Releases
Press releases are about different things happening in the company. It can be as significant as discovering something revolutionary or as simple as a leadership change. Here are some of the common types of press releases that companies release from time to time:
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Launching of a New Product
If the company is launching a new product, they would want to inform the company’s stakeholders about it. Most importantly, they will be looking to inform their potential customers about it. The best way to do that is by sending out a press release regarding a new product launch.
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Changes in Leadership
The top management of the company is the face of the brand. With a change in the leadership, the company will see a transformation as new ideas will be coming into the business. So, if there is a change in the leadership, a press release is necessary to inform relevant people about it.
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Announcements about Award
When it comes to award announcements, the press releases need to have complete information about the award. The press release should have the name of the winner, the reason for the award, and the person who gave the award.
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Events
The general public needs to have an insight into the company’s events as it can create a good impact on your brand recognition. Press releases about events can inform people about the progress of your company, especially if the event is related to corporate social responsibility.
Apart from these, there are many other things that a company can issue a press release about. The changing of office, emergency announcements, or acquisitions are a few examples of the activities that a business can issue press releases regarding.
Takeaway
We hope you now have a firm understanding of the press releases and how you can masterfully write one. Press releases play a pivotal role in shaping brand image.
That is why PR firms in San Francisco, New York, and other cities focus on finding marketers skilled in writing a good press release. All you need is a little bit of practice, and you will be producing well-written press releases in no time.
