How to Write a Press Release That'll Get Journalists’ Attention
Press release distribution can help your brand stand out in today's overcrowded media landscape.
A press release is a powerful tool for announcing
new products
, events, or company updates.
With that in mind, writing a press release that gets journalists’ attention starts with the
proper press release format
that includes.
Below are the key components every campaign should include:
An attention-grabbing headline
Your headline is the first thing journalists and your target audience see, so it’s important you make it count. Here are a few tips:
- Make it short and sweet
– Your headline should be no more than 10 words long and succinctly address the main message of your press release.
- Use SEO keywords
- What words or phrases do your target audience use to search for information about your industry?
- Avoid clickbait
- Using a clickbait headline can mislead people and harm your brand's credibility and reputation.
Read our blog
Press Release Headline Tips
for more tips and advice.
Keep it newsworthy
The newsworthiness of your press releases can unlock your earned media potential.
When writing your content, always ensure it’s timely, relevant, unique, and exclusive.
- Timely
– Your campaign should cover a news story that’s happening now or soon.
- Relevant
– The topic should interest your target audience. Ask yourself, “Why would someone care about this news?”
- Unique
– One way to connect with your audience is to cover topics they're interested in. You can also share your viewpoint on a trend in a new and interesting way. This will help capture their interest and keep them engaged.
- Exclusive
– Exclusivity in your messaging gets people to pay attention and act. Let’s say you’re launching a new product; your press release should be the first place journalists hear about it.
Include the Most Important Information First
Use the
inverted pyramid
to address the who, what, when, where, why, and how (5 W’s + How) of in the first paragraph.
- Who
– Who's involved in the news? Is it a company update or is it about an individual in your organization?
- What
– What happened? This is the main message of your press release.
- When
– When did the news take place?
- Where
– Where did your news take place?
- Why
– Why did this happen? What’s the main reason you're sharing this news?
- How
– How did the events transpire?
Supporting Information
The supporting paragraphs of your campaign should include details that back up the main message.
Always include a quote from a C-suite executive or topic matter expert from your company. The quote should add context and help explain the significance of your news.
Boilerplate
The boilerplate sits at the end of the content and serves as a condensed "About Us" section.
It allows your brand to share important information about your company with journalists and your target audience.
To update yours or start from scratch, check out our blog post,
What is a Press Release Boilerplate and How Do You Write One?
Press Release Format Tips
To make your press release easier to read, use short paragraphs and bullet points.
Finally, always proofread your content to make sure it adheres to
AP Style
guidelines and professionally portrays your brand.
