How to write a press release
Have you ever been watching the news and thought, “how do they even hear about this stuff to do a story on it?” One of the most common ways is a press release.
What the heck is a press release?
Great question! Press releases (also called news releases) are a document used to get your story to media outlets with the ultimate goal of getting free coverage. If you have heard the term ‘earned media’, this is what that means.
Think of a press release as a nicely packaged gift for the media, dressed with all the details and need-to-knows! Usually only one to two pages, a press release includes a headline, the location, story background, data and stats, and contact information for more details.
Why do we use them?
We use press releases to grab the attention of media outlets and share our fantastic stories in a convenient way. The media is always looking for ways to engage their viewers and listeners and keep them tuned into their stations.
When do we use them?
You can use a press release anytime you have something newsworthy to share. Some of the best topics include:
New innovations, research, products and services
Charity updates and fundraising
Awards and accolades to or from the company and employees
Changes in leadership, partnerships, mergers and acquisitions
Events and conferences
How to write a press release
Are you ready to start your press release? Awesome! Here are a few things to think about.’
You need a hook. If you are going to get your story covered by the news, you will need to ensure it’s catchy enough to grab their attention (and their viewers!).
Quotes and stats are gold! If you can throw in a meaningful quote or a juicy stat that relates to your story, use it!
Put your most important information first. Get the best part of your story out in the first couple of sentences. This will captivate your audience and make them want to keep reading.
Remember, you are writing this for a public audience, not the news! Picture who you want to tell this story to and imagine speaking directly to them. Maybe it’s future employees or customers or investors. Talk to them through the news outlet!
Add a call to action. What do you want them to do with this information?
Download your own press release template.
Get a free press release template to help you pitch your story to the media.
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