Tips to write a press release – for beginners

 

It’s really important for every organization to maintain its image and reputation through a consistent series of public relations efforts. A press release is one of the powerful tools of public relations. It’s an official, written announcement from an organization to the public. Here are some tips you can follow to write a press release even though you are a beginner.

Tip 1: Evaluate the topic:

The first step is to acknowledge and evaluate whether the press release’s topic or angle is relevant to the target media. Is this the same kind of story the journalist covers regularly? Would the journalist’s readers gain any benefit from knowing this information?

Common press release topics include new product launches, mergers and acquisitions, product updates, events, grand openings, new partnerships, rebranding, executive promotions/hirings, industry awards, and more.

Tip 2: Write a clear headline

The press release headline is the part that you hope will appear on the front page of the news outlet. Therefore, the headline must be clear, captivating, jargon-free, and focused on the key message you want to convey.

Tip 3: Insert key information in the first paragraph

The immediate paragraph after the headline must answer the basic questions who, what, where, when, why and how. Normally the average person’s attention span is around only 8 seconds. So, it’s important to deliver all the key information right away. If you put crucial information after this section, there’s a greater possibility of readers will miss it.

Tip 4: Insert quotes

A great press release always has substantial, relevant quotes from spokespersons. The media is generally interested in hearing from public figures, experts, reputable organizations, or company executives. To ensure that your announcement is legit, make sure to add quotes from reputable individuals on the brand side.

Tip 5: Use data

To make your press release stronger, make sure to add background information about the topic. By providing the industry landscape upfront for the journalist, you’re able to do half the job for them. It’s often overlooked, but providing this kind of data is one of the easiest ways to make your release sounds more down-to-Earth and not overtly promotional.

For example, if you launch a new food product specifically for kids, it is wise to inject proof points about the trends in adolescent snacking, the market potential, and the typical problems that parents face.

Pro tip:  Because it’s the media that picks up a press release and turns it into a story, companies must ensure that their updates and announcements are in fact newsworthy, and not just business-as-usual happenings.