How to Write a Compelling Press Release

A press release is one of the best ways to share news about your company and gain media coverage. When done right, it can help build your reputation, spread the word, and get people talking. Here’s a step-by-step guide to writing a press release that stands out and grabs attention.

1. Know Your Audience

Before you start writing, think about who you’re trying to reach. This includes both the media you want to cover your story and the readers who will see the news. The tone, language, and angle of your press release should match the audience you're targeting.

Research relevant media outlets: Different media outlets serve different audiences. For example, a local newspaper may care about community-related stories, while an industry magazine will focus on broader business or market news.
Tailor the message: Make sure your press release addresses the interests of your audience and the journalists you are sending it to.

2. Write a Strong Headline

Your headline is the first thing people will see, so it needs to be clear and catchy. Journalists scan headlines quickly, so you need to grab their attention right away. A good headline summarizes the news and piques curiosity.

Use action words: Make the headline active and direct. For example, instead of “New Service Announced,” try “Company X Unveils New Service to Simplify Customer Support.”
Keep it short and impactful: Your headline should be brief but powerful. Aim for 6-10 words that clearly communicate the main point.
Avoid clickbait: Don’t make your headline misleading. Journalists will lose trust in your brand if the content doesn’t live up to the headline.

3. Add a Subheadline (Optional)

A subheadline gives you the chance to provide a bit more detail about your announcement. Think of it as an extension of your headline that highlights why the story is newsworthy. This can be useful for adding context or emphasizing a key point.

Provide supporting details: Your subheadline should add something new to the headline, without repeating the same information.
Stay concise: Like the headline, a subheadline should be brief, giving just enough information to make readers want to learn more.

4. Start with the Basics

The first paragraph of your press release should cover the 5 W’s — who, what, when, where, and why. This gives readers the essential information right away and ensures they don’t have to dig through the release to understand the story.

Who is the press release about? (e.g., your company or a person)
What is the announcement or event?
When is the event or launch happening?
Where is it taking place?
Why is it important?

This is also a good place to briefly mention why the announcement matters. What impact will it have on your industry, community, or target market?

5. Include a Quote

A strong quote can add a personal touch to your press release and make the story more relatable. Choose someone important from your company to offer a statement about the announcement.

Pick a key figure: Choose someone who has authority, like your CEO, a project manager, or a subject matter expert. Their quote should reinforce why this news matters.
Make the quote authentic: The quote should sound natural and reflect the real thoughts of the person giving it. Avoid overly formal language or generic praise like “We are very excited about this.”

For example:
"This new service will enhance the customer experience by reducing wait times and improving support efficiency," says Sarah Johnson, Head of Customer Relations at Your Company. "We’re committed to providing the best solutions for our clients."

6. Add Important Details

After the opening paragraph and the quote, use the next few paragraphs to provide more details about the news. This is where you explain the significance of your announcement in greater depth.

Explain the benefits: What makes this news important? Why should people care? Focus on how it impacts your audience.
Keep it concise: Even though this section gives more details, avoid making the press release too long. Stick to the facts and avoid unnecessary information.
Focus on newsworthiness: Your press release should always be focused on the news angle, not on selling a product or service.

7. Add a Boilerplate

The boilerplate is a standard paragraph at the end of your press release that explains what your company does. It’s similar to an "About Us" section and gives journalists background information on your business.

Keep it simple: Your boilerplate should be brief and to the point. Include key details like your company’s mission, major achievements, or industry position.
Provide a link: Always include a link to your website so journalists can find more information.

Example:
Media List is a trusted platform that connects businesses with journalists to help them gain media exposure. With a database of thousands of media contacts, we make it easy to reach the right people with your news. Visit us at yourwebsite.com to learn more.

8. Include Contact Information

It’s essential to make it easy for journalists to follow up if they need more information. Include the contact details for the person in your company who can answer questions or provide further details.

Include a name and title: Make sure it’s clear who to contact for more information.
Provide an email and phone number: Journalists may prefer different ways to reach out, so provide both.

Example:
For media inquiries, contact:
John Smith, Public Relations Manager
john.smith@medialist.com
(555) 123-4567

9. Proofread Before Sending

Before you send your press release, make sure to proofread it carefully. Typos, grammatical errors, or incorrect information can hurt your credibility and distract from your message.

Double-check facts: Ensure all dates, names, and figures are accurate.
Get a second opinion: Have a colleague or someone outside your team read the press release to catch any mistakes or confusing sections.
Check formatting: Make sure your press release follows the correct format and is easy to read.

By following these steps, you’ll be able to write a compelling press release that grabs attention, shares your news effectively, and increases the likelihood of media coverage.