Compelling Press Release
Journalists and media outlets receive countless press releases daily. So, how can you make sure yours doesn’t get lost in the shuffle? Crafting a compelling press release is an art that requires clarity, focus, and a good understanding of what grabs attention. Here’s how to write a press release that will make people stop, read, and take action.
1. Start with a Strong Headline
The headline is the first thing anyone will see, and it can determine whether your press release gets read or ignored. It needs to be clear, concise, and attention-grabbing. Think of it as the hook that draws people in. Keep it under 10 words, and make sure it summarizes the key point of your release.
For example, instead of saying, “Company JK Launches New Product,” you might say, “Revolutionary New Product from Company JK Solves Common Problems.” The second headline is more likely to pique interest because it suggests something new and valuable.
2. Engage with a Powerful Lead Paragraph
Once you’ve captured attention with your headline, your opening paragraph needs to seal the deal. Journalists and readers don’t have the time or patience to dig through long-winded introductions. Your first paragraph should summarize the most important information: who, what, when, where, and why. Think of it as the “elevator pitch” for your press release.
For instance, if you’re launching a new product, the lead paragraph should explain what the product is, why it matters, and what impact it will have on your industry or target audience. Keep it short and to the point.
3. Focus on Newsworthiness
Ask yourself: why should people care about this news? A press release isn’t just about promoting your brand—it’s about offering something of value to the audience. Make sure your release highlights why the news is relevant or important. Whether you’re launching a new service, hosting an event, or announcing a major achievement, emphasize the impact or benefits.
4. Use Quotes to Add Credibility
Including a quote from a company executive or an expert can make your press release more human and engaging. Quotes provide insight and add credibility, giving journalists something they can easily include in their story. However, make sure the quote actually adds value. Avoid generic statements like, “We’re excited about this new development.” Instead, offer insight or perspective that enhances the release.
For example, a quote like, “This product is the result of years of research and development and addresses a major gap in the market,” offers more substance and context.
5. Keep It Simple and Clear
A press release should never be overly complicated or filled with jargon. It needs to be easy to understand. Use short sentences and plain language. Remember, the goal is to communicate your message quickly and clearly, not to impress with big words or complex phrasing.
Journalists and readers will appreciate a release that gets to the point and doesn’t require them to read between the lines.
6. Include Relevant Contact Information
Make it easy for journalists or interested parties to follow up with you. Always include the name, phone number, and email address of someone they can reach out to for more information. If applicable, provide links to your website or additional resources where they can find more details about the story.
7. End with a Strong Call to Action
What do you want readers or journalists to do after reading your press release? Whether it’s visiting your website, signing up for an event, or contacting you for more details, be clear about your call to action. This gives your release direction and makes it easier for readers to know what to do next.
Crafting a compelling press release doesn’t have to be difficult. By focusing on a strong headline, a powerful lead paragraph, clear communication, and newsworthy content, you can grab attention and keep it. Remember, your press release is a tool to share important news, so make sure it’s engaging, easy to understand, and valuable to your audience. When done right, it can be a powerful way to boost your brand’s visibility and reach.