A press release is a written statement for the media. You can announce different news, including scheduled events, staff promotions, awards, new products and services, business achievements, etc. It can also be used to create a cover story. Journalists tend to take a story into account if they first receive a press release. It is a fundamental tool in journalistic work, which anyone who wants to use the appropriate format can use. We will teach you how to do it.
Steps
Method 1 of 2: Make It Stand Out
Step 1. Write an original headline.
It should be short, clear and direct - an ultra-short version of the central theme of the press release. Many journalists recommend writing the title last, after the rest of the communication is written. If you follow that rule, keep writing and write the title after you've finished the rest. The title is known to be what draws the reader in and is very important to the entire release.
- WikiHow is recognized as the most reliable source of information. Do you see how it works? Now you want to know more! Newspaper headlines should have an "attention grabber" to attract journalists, just as newspaper headlines are intended to attract readers. It can describe an organization's latest achievement, a recent event of interest, a new product or service.
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Titles written in bold!
. A bold title typically uses a larger font than the rest of the body text. Conventional press releases use the present tense and exclude the "a" and "the", as do the forms of the verb "to be" in certain contexts.
- The first letter is capitalized. As in all proper names. Most words in headings appear in lower case, although using a stylized "small caps" font can give it a more appealing graphic look and feel. Don't capitalize every word.
- Extract the important keywords. The simplest method of creating a press release title is to extract the most important keywords from it. With these keywords, try to create a compelling and logical statement. If a summary sentence is added after the title, the same rules apply. Using keywords at the beginning gives more visibility in search engines, and it will be easier for journalists and readers to get an idea of the content of the press release. Look at the actions in this first step, and see how each of them could be the title of a press release.
Step 2. Write the body of the text
The press release should be written however you want it to appear as news. And remember: most journalists are very busy and don't have time to search for your company's big ad, so most of what you write in your press release will be what journalists use for their story about you. Big event. Whatever you want them to say, this is where you should put it.
- It begins with the date and city in which the press release is created. The city can be omitted if it is confusing (for example, if the statement is written in New York about the events of a division of a Chicago company).
- The beginning, or first sentence, should capture the reader and say concisely what happens. For example, if the title is "Capren Publishings launches a new novel about World War II", the first sentence should read something like "Capren Publishings, Ltd., today released its first novel about World War II by acclaimed writer Arcy Kay ". Expand the title enough to give more details and take the reader into the story. The next or next two sentences should develop the first.
- The body of the press release text should be compact. Avoid using very long sentences and paragraphs. Also repetition and excessive use of ornate language and jargon. Strive for simplicity and not wasting words.
- The first paragraph (two to three sentences) should summarize the press release, and the additional content should elaborate it. In a fast-paced world, neither journalists nor readers would read the entire press release if the beginning of the article did not generate interest.
- Use the real facts. Events, products, services, people, objectives, achievements, plans, projects. Try to make the most of concrete facts. This is "news". A simple method to write an effective press release is to list the following clarifications: who, what, when, where, why, and how.
Step 3. Clearly communicate these clarifications
Who, what, when, where, why and how they should tell the reader everything they need to know. Consider the checklist with the points described above, using the example to generate our press release:
- Who is it about? Carpren Publishing.
- Which is the news? Carpren Publishing releases a book.
- When does it happen? Tomorrow.
- Where does the event take place? Tomorrow in all the large stores.
- Why is it news? The book is written by acclaimed author Arcy Kay.
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How does it develop? The main event is the Chicago book signing, followed by a book launch tour in all major urban areas.
- With the basics defined, fill in the gaps with information about the people, products, objects, dates and other things related to the news.
- If your company is not the main subject of the story, but the source of the press release, specify it in the body of the text.
- Keep it short and concise. If you send a paper copy, the text must be double spaced.
- The more relevant your copy of the press release is, the more likely it will be selected by a journalist for publication. Find out what "relevant" means to a certain market and use this knowledge to engage the editor or reporter.
Step 4. Make it clear, defined and relevant to your audience
The odds that the one you send your press release to already has dozens of equal in their inbox waiting to be ignored. If you want me to choose yours, it has to be good. Not only do you have to be good, but it has to be as close to "ready to go" as possible.
- When an editor reads your text, they think from the first second, how long it will take to print it. If your work is buggy, lacking in content, or you just need to spice it up, you're not wasting your time. So make sure he has good grammar, all the essentials, and something to write about.
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Why should these people be interested in what you have to say? If you send it to the right audience, it will be obvious. If not, well why are you wasting your time? Give the right audience a piece of news (news, not publicity) and you'll be well on your way.
They will be more interested if you send it in the morning. This will give them time to match your story with what they are already working on. Be considerate
Step 5. Put it together
Provide some extra informative links to support your press release. Does the company you sell have additional information on the Internet that readers might find helpful? Fantastic. Add it.
If you are uneasy about what you have, do a little digging to see what's already posted. Someone has probably written something about an event like the one you are covering. PR Web and PR Newswire are good places to start
Method 2 of 2: Perfecting the Format
Step 1. Get the basic structure
Okay, since you have everything you need, why don't you put it on paper? For beginners, shorten it. At most it should take up one page. No one is going to spend their time reading 5 paragraphs unless you are covering IIIGM. This is what you need (some things have already been mentioned):
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TO PUBLISH IMMEDIATELY it should go at the top of the page, in the left margin.
If the release is late, put "DELAYED UNTIL…" and the date you want it to be released. A release without a specified date is presumed for immediate release
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The title, usually in bold, should be centered below that.
If you want, put a subtitle in italics (briefly elaborating the title)
- First paragraph: the most important information. It can be like news, starting with a date or where the news comes from.
- Second (and probably third) paragraph: the secondary information. It should include quotes and facts.
- Standard information: more about your company. Who you really are? What are your achievements? What is your mission?
- Contact information: more about the writer (probably you!). If you attract someone's interest, they will want to know more!
- Multimedia: today, you should always have a Twitter account handy.
Step 2. Write a standard text under the body of your release text
This means that it is time to include information about your company. When a journalist chooses your press release for a story, he or she will naturally have to mention your company in the article. Journalists can get company information from this section.
- The title for this section should be "About [XYZ_Company]."
- After the title, use a paragraph or two of 5-6 lines each to describe your company. The text should describe your company, the center of your business and the business policies. Many businesses already have brochures, presentations, business plans, etc. written by professionals. Introductory text can be entered here.
- At the end of this section, put your website. The link should be the exact and complete address without any code so that even if the page is printed, the link will print as is. For example: https://www.eexample.com, do not click here to visit the website.
- Companies that maintain a separate social page from their website must include their address here. A social page usually has contact information and press kits.
Step 3. Add your contact information
If your press release is really relevant, journalists will want more information or interview people related to it. If you are comfortable with the idea of letting key people be contacted directly by the media, you can provide their contact details in the press release itself. For example, in the case of an innovation, you can include the contact information for your engineer or development team for the media.
- If not, you must provide the details of your communications / PR department in the "Contact" section. If you don't have a dedicated team, you should name someone who will be the liaison between the media and your staff.
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Contact details should be limited and specific to the current press release. Contact details should include:
- The official name of the company.
- The official name of the communication department and the contact person.
- Office address.
- Telephone and fax numbers with the extensions of the country / city.
- Mobile phone number (optional).
- Hours of availability.
- Email addresses.
- Web page addresses.
Step 4. If possible, include a link to a virtual copy of the same release
It is good practice to keep a record of all your press releases hosted on your own website. This can make offering a link easier, as well as keeping a record for a historical purpose.
Step 5. Mark the end of the press release with three # symbols (hash marks)
Center them directly below the last line of the statement. It is a journalistic practice. It may look like you're sending a text message, but you're not. This is how you do it.
Advice
- Search for actual press releases online to see the tone, language, structure, and format of a press release.
- Craft each pitch for a certain target channel or medium and send it to a specific reporter to cover it. This information can normally be found in the channels of the website. Sending the same press release to multiple channels and journalists on the same channel is a sign that you are following the fast track rather than targeting a specific market.
- The timing of the press release is very important. They should be relevant and current news, not too old and distant in time.
- Email your release and use the format sparingly. Large fonts and different colors do not enhance your news, they distract from it. Place the release in the body of the email text, and not as an attachment. If you must use an attachment, make it plain text or a "Rich Text Format" file. Word documents are accepted by most channels, but if you use the newer version (.docx) save an older version (.doc). Only use PDF files if you send press kits with lots of graphics. Don't write a letterhead release and then scan it and send it as a jpeg image. It is a waste of time for you and the editor. Just write the statement directly in the email message.
- Avoid using jargon or specialized technical terms. If accuracy requires the use of an industry-specific term, define it.
- Include a "call to action" in your release. This is information about what you want the public to do with the information you are offering. For example, do you want your readers to buy a product? If so, include information on where it is available. Do you want readers to visit your website to enter a contest or learn more about your organization? If so, include the website address and a phone number.
- Don't waste your time writing the title until the release is done. Editors write the headlines in newspapers and magazines, but it is okay to offer an attractive title or "headline" for the release. This title may be your only chance. Keep it concise and concrete. It's a good idea not to write it until you finish the press release. You still don't know exactly what you, or those you interview, will say. When you finish the draft of your release, you can decide to revise it or not. Then, and only then, does the headline think.
- Use your headline as the "Subject" of your email. If you've written an attractive and good headline, it will help your message stand out in the editor's inbox.
- Include the company name in the headline, any subheadings, and the body of the first paragraph for better visibility in search engines and journalism professionals and other readers. If you send a paper copy, you can put on company letterhead.
- An invitation to follow up can help turn your press release into a full story.
Warnings
- Articles should be as cheerful and positive as possible. Avoid phrases like "after the resignation of the previous president" or "after a period of inactivity." A journalist may decide to investigate these issues rather than report on what appears in the press release, and even if the circumstances were totally innocuous, that the president resigned due to health problems, the resulting copy might not be to your liking.
- Always include a quote, better if it is from the main person involved in the subject of the press release. The text does not have to be exact but it does have to be plausible. In any case, it is essential to check that the person quoted agrees to be quoted. An appointment allows a busy journalist to prepare an entire article without having to do the subsequent interview.
- Do not include other people's contact details without their consent. In addition, they must be available at reasonable hours the days after the announcement.
- When sending an email press release, do not title the "Subject" as "Press Release." You will lose yourself among everything else. Grab the publisher's attention by choosing your headline, for example, "Brand Co. Wins $ 30 Billion Government Contract."
- Always remember that many teams of editors are overworked and understaffed. If you can make life easier for them, you are more likely to get coverage. If you write a press release that is close to how the publisher publishes it, they will see the publication as a minor edition. But if you fill it with publicity, don't use the proper style, etc., the editor will surely erase everything that has no value. Everyone says they are the people at hand. Don't waste the editor's time. The place to put a description is in the company information section of the release. Keep it accurate and fact-based.