The Way to Write a Press Release in 8 Measures (+ Free Template)

A media release is a formal information announcement from your business, typically 400-600 words, that’s shared with news media. A good press release comprises a compelling headline, strong lead paragraph, along with an informative body. If written properly using these eight key measures, the outcome is a well-positioned message that generates the buzz you intend.

One of the hardest parts of writing a media release comes when it is time to spread it into the media. One of the leaders in media release distribution, eReleases, supplies a full syndication support for small company press releases. Check them out today and receive 33% off your first press release.

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Free Press Release Template

When learning how to write a media release, it is vital to adhere to the correct structure. Press releases tend to be formulaic in their design and pattern, and journalists and PR algorithms alike will probably be expecting to find that particular format. To help, we have created a template for use with the eight steps below:

Free Press Release Template

Here are the eight steps to making a powerful press release:

1. Determine Your Press Release Topic & Audience

Your media release topic is your newsworthy story you’re trying to tell. It’s important to choose the right subject so that you convey the correct message to the correct audience, amplifying your reach and visibility. Usually, press release topics include things like key new hires and new product launches, all which will have its own purpose and intended audience.

Overall, your press release is a marketing strategy. The target is to get as much visibility, buzz, engagement, and brand impressions as possible. That is why you would like to decide on a newsworthy story–something meaningful, inspiring, entertaining, or interesting.

Press Release Topic Examples

Here are some examples of press release topics:

• New Hire: Bringing to a new staff member, particularly an integral hire, is the perfect time to send a media release. The audience for a press release in this way may be the local business community, considering what key business characters are taking on new positions. For more information, check out our article on the best way best to compose a new hire press release.
• New Product or Service: If you are rolling out a new service or product, you should think about a press release. It does not need to be earthshaking, simply informatory for your customers.
• Business Event: Businesses are involved with all sorts of events, and each one of these is a chance to distribute a media release–speaking engagements, charity conduct, seminary, block party, gala, workshops, etc..
• Industry celebrity or celebrity: Announcing an award or recognition is a powerful reason to get a media release. There are obvious reasons for awards, such as a marketing agency winning an Addy or even a restaurant getting a Michelin star. There are other reasons, however. Getting mentioned in a national news publication is motive itself to publish a press release.
• Business Change: obtained a change to share with your community? It can be a new place, new store hours, extended holiday purchase, internship programs, or pricing change. Even the”small” tweaks to your company offer you the chance to write up a media release.
• Accomplishments: If your business wins a major lawsuit situation, files a patent, or completes a shop renovation, it is worth a press release. Maybe your business owner or a worker is running at the Boston Marathon. Announce it!
• Partnership: Joining up with local charities, companies, community initiatives, hospitals, or other organizations is an excellent opportunity for a press release. Announcements such as these often have strong appeal among the regional community, because they draw attention to more than one business.

Every press release should have a focus, which focus provides you the chance to plug your company. Although you are not always selling a product, then you’re sharing an angle for your company that will increase your exposure locally, create goodwill, and maintain your brand’s position in the viewer’s awareness.

2. Create a Compelling Headline

The headline is the title of your media release. It should clearly communicate the topic of the discharge whilst also being persuasive. With no compelling headline, few people will be interested in studying the discharge. Studies indicate that the ideal length for a PR headline is 30-100 characters.

The headline is the single most important element of the entire press release. Marketing legend David Ogilvy is famous for claiming,”five times as a lot of people read the headline as read the body copy.” Though advertising times have changed as Ogilvy’s day, the truism stays. Your headline matters; make it apparent.

To create a compelling headline, simply state the most important facts as clearly as you can, using title case. Your company name should be the first word (or phrases ) in the headline. Doing so signals to the reader what firm is under debate.

Compelling Headline Cases

Here are some examples of persuasive headlines using a clear message:

• CrushIt CrossFit Announces Partnership with VeggieSoft Dietary Supplements
• Munchies on Main Recognized by USA Today at The Street Food Top Ten
• EarthCycle Opens New Drop Off Location on Elm Street
• Apple Launches Online Store in China

3. Write a Descriptive Subheadline

The subheadline of a media release is an optional but highly effective way to clarify the attention of this press release and also to further engage viewers. The subheadline comes right after the headline and should be 30-100 characters. Even though headlines get the lion’s share of readers, subheadlines are a close second.

In order to draw readers deeper into the content of your release, it is helpful to shape a subheadline that progress the headline. The way to do this is to add extra context, names, details, statistics, or replies to queries which are raised from the headline.

Descriptive Subheadline Cases

Here are some examples of descriptive subheadlines with their accompanying headlines:

• Headline: 1HUDDLE Closes Powerful $3M Series A Fundraising Round
  Subheadline: NRD Capital, Newark Venture Partners Bolster Portfolios with Investment in Innovative Enterprise Game Platform for Employee Training

• Headline: Upcoming Episode of Advancements with Ted Danson to Research IPCHAIN Database
  Subheadline: Advances in distributed ledger technology for the protection of intellectual property

• Headline: Service Objects Continues its Commitment to Corporate Conservation with Pledge into Plant Ten Trees for Every New Client
  Subheadline: Partnership with One Tree Planted will Assist with national reforestation efforts, such as the Million Tree Challenge designed to help California recover from recent forest fires

4. Craft a Powerful Lead Paragraph

The lead paragraph, comprising 30-50 words, is the first paragraph in the body of your press release. Begin with the company name, and then answer five key questions. Your goal is to distill the essence of the entire press release in to two to four paragraphs. This paragraph is essential, because few people will read beyond the lead paragraph.

Your first paragraph should answer the following five questions:

1. Who’s Who is involved? What firm? Which individuals?
2. What: What happened? What’s the story? What’s happening?
3. When: When did it happen? When will it occur?
4. Where: Where did it occur?
5. Why: Why does it matter?

The impact of your press release is dependent on this particular opening salvo. Leave the details later paragraphs, and answer each of these large questions looming in the brain of this reader. Maintaining the proper length is essential in this section. Keep your sentences simple and your statements clear.

Lead Paragraph Examples

Here are some solid examples of opening paragraphs:

• Service Objects℠, the top provider of real-time contact validation solutions, today announced it will join forces with One Tree Planted as a portion of their firm’s ongoing commitment to corporate conservation. The organization pledges to plant 10 trees for each new customer.
• MilesTek, a leading manufacturer and provider of products created to address military and avionics software, announced today that it has launched a new series of USB 3.0 cable assemblies using thumbscrews to address high vibration and vision applications.
• London Computer Systems (LCS), developer of Rent Manager® property management applications and other business-critical technology, is very happy to announce the inclusion of smart home automation technologies to Rent Manager users along with their tenants via a new application program interface (API) partnership with PointCentral, a subsidiary of Alarm.com.

“Instead of this basic 5Ws, once I write a lead paragraph, I look at what problem has solved, what pain is alleviated, how the new discovery will change the entire world. So as an example, when I wrote a press release to get a client’s publication on electronic privacy, my headline wasn’t the boring’Electronic Privacy Expert Releases New Book,’ but instead,”It’s 10 O’Clock–Do You Know Where Your Credit History Is?”

— Shel Horowitz, founder of Moving Beyond Sustainability

5. Develop Your Story in Your Body

The rest of the human body is composed of everything else that you wish to say about your subject. Not such as the lead paragraph, the rest of the press release body ought to be three to five paragraphs and never exceed 300 words. The body of this press release should communicate all the relevant details of your topic to your target audience

Seven Things to Consider When Writing the Body

The body is critical because it tells a story. You don’t have to be a journalist to make an outstanding press launch, but you should adhere to a few journalist-esque guidelines. There are seven features to keep in mind while you compose your body, such as writing in the third person and answering readers’ questions.

Here are the seven things to Bear in Mind when you write your body:

1. Write in the third person: Don’t refer to”we,””us,””me,””my,” or”I.” Third-person writing might not be as engaging, but it should convey a sense of credibility.
2. Get to the point: The cadence of a media release is like the stereotypical man in the mall. Get in. Get it. Get out.
3. Be clear: Eliminate jargon. Many media releases are written for a market audience, which means you’re likely to have to use some specialized terms. (There is no other way to consult with the MIL-STD-1553B.) That is alright. Do your very best to shed oblique phraseology wherever possible.
4. Expect and answer inquiries: Consider Your reader. What questions might they be asking? As you develop the article, attempt to give context and answer the most crucial questions.
5. Stay objective: Everyone knows that a company press release will blow its own horn, but that does not mean you have to go overboard. Say nice things about your company, but at least attempt to seem balanced and neutral. The fewer adjectives you use, the better.
6. Be formal, but for your love of life, be interesting: I have seen far too many releases which read like the tax code. Even though your media release isn’t likely to get the same charm as Harry Potter and the Philosopher’s Stone, it does not have to be dull.
7. Proofread: Then proofread it again. Then have somebody else proofread it. Then proofread it . Repeat this step.

Contain a Quotation in Your Body

Most press release bodies contain quotes, as it can help to boost the credibility and personality of the discharge. The quotation will be included as a standalone paragraph within the human body and needs to be included in overall word count and duration. You should try and include a minumum of one quote, but may wish to include more. When you include a quote, be sure to indicate who stated it.

Try to have a quote from an authoritative voice within the business. CEOs, owners, or presidents are often selected as a quote source. You might also reach out to managers, key employees, or other men and women that are directly involved with the media release topic that you are talking.

Press releases are sometimes ridiculed for their usage of cliché quotes and clearly produced blurbs out of CEOs. Often, a staff writer pieces together a PR, makes up a quotation the CEO might say, sends it to her for acceptance, then hits publish on the item.

Great journalists are on the watch for sizzling hot quotations. Should you lure them with a humdinger, they will come knocking at your door. A hot quote informs them that somebody in the corporation may talk, which can lead to a great story. Use your quotations as fishing hooks for positive press.

Press Release Quote Cases

Here are some examples of press release quotations:

• “This secure design will also appeal to our OEM clients who fabricate machine vision equipment,” explained Mark Hearn, Product Manager.
• “The $1 billion share repurchase program authorization reflects our continuing confidence in our fiscal strength and the long-term prognosis of our business,” explained Frank Del Rio, President and Chief Executive Officer of Norwegian Cruise Line Holdings Ltd..
• “Scott Kettle, CEO of GAWK, Inc., announced today that the company has reverse split its stock at 2,500 for you personally. Kettle said,’The reverse split is fantastic for Gawk, and new financing allows for more new and acquisitions solutions to be launched, which means rapid growth for the company. ”’

6. Add Boilerplate Copy at the End

Your organization boilerplate is a concise description of your organization and can be pretty generic. It is the last key part of the press release, and the objective is to inform readers exactly what your business is and what it does. Boilerplate copy is generally 30-100 words.

Here are four tips That Will Enable your company boilerplate to glow:

1. Say why you issue: What makes your business non-humdrum? Clarify your distinctive angle and why the world needs your small business.
2. Tell exactly what you’ve achieved: When you have been recognized in a huge way, this is your opportunity to talk about it. Maybe your CEO is a Nobel Prize winner, you invented sliced bread, or else discovered Pluto.
3. Share some details: Factoids aren’t necessarily the most interesting, but you can slide in a date (established 1802), locations (from Portland), or key products (sells cupcakes).
4. Slip in a gentle CTA: The Call to Action (CTA) is where you are able to invite individuals to participate with your organization in some way. Often a company boilerplate finishes with a remark like”Visit the site at https://fitsmallbusiness.com.”

Boilerplate Copy Cases

Here are some examples of company boilerplate copy:

Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and brewed high quality Arabica coffee. Today, with stores worldwide, the company is the greatest roaster and retailer of specialty coffee in the entire world. During our unwavering dedication to excellence and our guiding principleswe bring the exceptional Starbucks Experience to life for every client through every cup. To share in the experience, please visit us in our shops or online at www.starbucks.com.

CVS Health

CVS Health is now taking a leadership role in developing initiatives and programs to help consumers save money on their general prescription drug expenses and keep adherent to the medications they need. And while this initiative signals progress, the organization remains dedicated to doing much more over the enterprise to help patients on their path to better health.

NPR Music

NPR Music collaborates with NPR’s newsmagazines, people radio Member Stations, and the passionate NPR community to celebrate great music in every genre. Visit NPR.org/music to come across the full Tiny Desk Concerts series, live music, extensive archives of performances, interviews and reviews of artists from all genres.

7. Include Contact Person and Data

Every media release must include a contact source, frequently an individual who is responsible for fielding calls, queries, and requests for more information. The majority of the time, the contact individual is a marketing director or public relations manager. If reporters want more info, an interview, or questions, they will reach out to the person for replies. At a minimum, include a name, title, phone number, and email address.

8. Distribute the Press Release

There are two chief procedures for distributing a press release: syndicating it using an internet press release service or personally sending it to journalists and news outlets. Sending the press release to your very own curated press list should be your initial strategy. But, submitting the press launch to some syndication service provides your press release that the broadest possible coverage and should likewise be considered.

Distribution indefinitely to Local News Agencies

Giving a press release yourself might be more powerful than syndication, but it is also more time-consuming and demands that you have a press list (a listing of contacts in news agencies). To distribute your press release yourself, identify publications that reach your community or target market, locate a contact person in that publication, and send them your release.

I recommend the next measures for reaching out to local publications:

• Telephone the phone to tell them that you are sending a release.
• Email the release to them.
• Follow up with a telephone to be certain they received it and see if they have any questions.

To learn more on how to manually distribute a press release, for example a whole step-by-step guide, check out our article on how to send a media release.

Distribution With a Syndication Service

Syndicating your release involves uploading it to a website like eReleases for distribution to thousands of news agencies, including TV channels, major news networks such as CNN, and industry-specific news outlets. If you syndicate your launch with an online provider, you should expect to pay $150 — $300.

A number of these companies provide additional advantages (e.g., wider distribution) at a higher price. Should you syndicate, you can expect to get thousands of impressions (headline looks ) across countless news networks. For more information, check out our articles on the following:

• Finest press release distribution services
• Best free press release distribution services

Post on Your Site

It is almost always a fantastic idea to print the press release on your website, since you’ll acquire marginal SEO benefit as well as fresh content for your website. Post your media release on a blog or another section of this website such as”News,””Updates,” or”Press.”

Press Release Cases

If you’re looking for inspiration when writing your press release, we have an present article on the best forty press release examples from the professionals. Within the article you’ll find a variety of examples, from new hire press releases to new product press releases.

Listed below are three leading examples from the experts:

• TV Ears Unveils the First Senior-Friendly HDTV at Consumer Electronics Show
• Shopify Plus/VL OMNI Official Partnership Announcement Press Release
• Turkey Day Juice Kicks Off Shoreline Lake’s New Wine Tasting Series

For more information on the top press release examples sourced from experts, have a look at our post on the forty best press release examples.

Frequently Asked Questions (FAQ)

How Long Should My Press Release Be?

Aim for 400-600 words. If the topic of your press release deals with a intricate issue, it is worth extending those limits somewhat. In media releases, brevity is a virtue.

“Keep your press release short with impact. Nobody wishes to pour through a two-page media release. Get your point across in as few words as possible.”

— Steve Turner, founder of Solomon Turner PR

What Are Some Good Reasons to Send a Press Release?

The operative word is newsworthy, in the context of your new or business. Redesigning your emblem is newsworthy. Purchasing new office seats is probably not. Employing a new CMO is newsworthy. Firing your stock boy is probably not. If others in your industry or community could find it interesting, it is likely worth announcing in a press release. Refer to step one for more details on types of press releases.

Is a Press Release Good for SEO?

Not directly. In the past, entrepreneurs would utilize a media release to build backlinks for their website. Today, however, a press release helps to build buzz for a brand, and does not raise a website’s ability or ranking

Should I Have a PR Business Write My Press Release?

It’s not necessary to have a PR agency write your press release. Any good writer with a knack for subsequent instructions can create a great press release. If you do not have the time yourself, you can assign the job to a intern, marketer, or any team member who has time and some writing skill. However, if you’re thinking about how to write a media release, a PR firm can sometimes help.

Should I Pay to Get My PR Syndicated?

As with most issues, it is different. If your subject is highly newsworthy, it may be well worth it. Syndication provides your press launch a much wider audience, which may result in being picked up by a significant news agency and achieving even more people. To learn more, check out eReleases.

Bottom Line

Press releases are a standard marketing tactic, but in order to publish an effective one, you want to follow the right plan. When you print your press release, make sure you incorporate every one of the critical components above and follow each step supplied in sequence. Follow the eight steps over how to write a media release.

Understanding how to write a press release and syndicate it to thousands of media networks is an invaluable process of supply. Among the very best press release resources for smaller businesses is eReleases. They will syndicate your release and also compose your press release for you. Stop by their site and get 33% off your first press release syndication.

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