Let’s get back to basics. Here are 10 tips on how to write an effective press release to ensure you get a successful level of engagement and get the conversation flowing.
1. Ensure you have a newsworthy story
In order to get a good amount of engagement, you want your press release to be focused around something new or a story with something important to say. Anything that will spark engagement and discussion.
If your client simply wants to promote a product or service because it’s not selling well, you can’t just write about its benefits as your audience will most likely already know this from an ad or brochure. You need to find a newsworthy angle.
We recommend using the acronym TRUTH.
T – Is the story TOPICAL or TIMELY?
Has it just happened or is it about to happen? Recent means today and tomorrow – but never yesterday. Look out for running news stories.
- What is your organisation’s unique point of view?
- Do you have something else you can offer to add a greater perspective?
- How does it relate to what’s happening in the future?
R – Is the story RELEVANT to the readers, viewers and listeners?
The more people it affects, the more newsworthy a story is considered. The content within your press release needs to relevant, important and interesting to the target audience.
- Who does your story affect?
- How does it impact on their lives?
- What benefits does it bring?
U – What is UNUSUAL or UNIQUE about this story?
A great press release talks about a good story that people haven’t heard before.
- What is the unusual aspect of this story?
- What is the normal situation?
- How does this situation differ?
T – Is there any TROUBLE or TRAGEDY that would add TENSION?
Like it or not, bad news often gets more clicks and views. Journalists love stories when trouble, tension and tragedy is at the centre of it.
But if you’re responsible for sending out an organisation’s press releases, you won’t want to be sending out stories on their troubles. Bearing in mind the media’s thirst for trouble, you should aim to frame your story as how your product, service or person is helping reduce or overcome the trouble.
- How does your story challenge a conventional view?
- Could it help people triumph over tragedy?
- What problem are you helping to reduce or alleviate?
H – Where is the HUMAN interest?
News is created by people for people. Therefore, try to always put people at the heart of your stories – not products or services. Getting a celebrity involved helps attract media attention.
- Consider who is involved?
- Have they done something heroic or extraordinary?
- Why are they interested/associated with your organisation?
2. Target the right media sector
Like every other piece of effective copy, a press release should be written with a target audience in mind. However, with press releases, you don’t write directly for that target audience. An effective press release is written for an editor or journalist, and you tailor them to the readers, viewers and listeners of that publication.
Even if the bulk of each press release is relatively similar, you’d write a different headline, opening paragraph and possibly quote for each media group.
3. The six W’s
Every press release should answer the six W’s – who, what, where, when, why and how.
WHO is doing/has done something?
WHO is affected/involved?
WHAT are they doing/have they done?
WHERE are they doing/did they do it?
WHEN will they/did they do it?
WHY are they doing it?
HOW will it be/was it done? How will it affect people?
4. Inverted pyramid
Now you’ve answers the 6 W’s, you can now structure your press release. If you’re struggling to find an appropriate structure, try using the classic inverted pyramid template. This enables you to present the most important information first.
- Short, clear headline – tells the media what your story is about
- First paragraph sums up the entire story in one or two sentences
- Second paragraph puts the story into context – why it’s important
- Third paragraph presents details such as who’s involved, how it came about, etc.
- Fourth paragraph includes a relevant quote to add information, credibility and/or an opinion
- Fifth paragraph shows where people can find more details, buy the product, get involved, etc.
5. A newsworthy headline
The headline of your press release is crucial. Press release headlines not only tell the reader what the story is about, they are your sales pitch to the media. The media use headlines to determine whether a story is even worth reading.
If it doesn’t grab their attention, they’ll probably delete or bin the press release without even reading it. But grabbing the media’s attention isn’t the same as grabbing the audience’s attention.
Don’t try to be cryptic or clever. A busy news desk doesn’t have time to to work out what you mean.
6. Always write in third person
You always need to write your press release in the third person. For example, “ABC Ltd has signed a £5M deal with XYZ Ltd” not “We’ve signed a deal with…”
Remember that you’re not writing a story that might appear in the paper. You’re writing a press release from your client or organisation’s point of view.
7. Opening paragraph
Provide a summary in your opening paragraph about what the story is about. It should complement the headline by giving a fuller explanation. We recommend getting all the key information in without saying too much too soon.
A good opening paragraph should be able to stand alone. Think of it almost like a radio news bulletin.
8. Put the story into context
Think of your first paragraph as ‘who is doing what’ or ‘what’s happened’. Then within the second and third paragraphs, go on to give more detail and an explanation on the ‘why and how’ behind the ‘who and what’.
9. One story per press release
Try and keep your press release to a single A4 page. If your press release has gone onto a second page, you’ve probably got two or more stories. Or you’ve padded it out with irrelevant, long-winded content.
If you have to include extra information, put it in ‘notes to editors’ at the end of the press release. Or go on to write a second press release.
10. Compelling quote
The quote is the one part of the press release the media can’t change. So make sure it is compelling.
“We are delighted” is the most overused phrase in PR. It doesn’t add anything to your story. Try and include a quote that does one or more of the following:
- Provide useful information – details that aren’t included elsewhere in the press release
- Explain why a particular product/service is of benefit to people
- Express an opinion (ideally different or controversial)
- Don’t sound as though the quote has been written by a PR department
Lets write an effective press release…
Here at onefoursix, we’re happy to help you construct an effective press release and discuss in more detail techniques that you can use with future press releases. Get in touch here.
