Asking “how to write a press release” is a bit like asking “how to catch a fish.” Are you letting people know about a new addition to your team or a new product feature? Are you going for bottom fish or salmon?
What we’re getting at here is that it depends on what kind of information you are trying to disseminate to the press and the public at large that determines how to write a press release.
In the following article, we’re going to delve into the highly variable world of press releases, how to write them for a range of different purposes using a tried and true press release template, and some press release examples to demonstrate how these principles are put together in the real world.
We have a lot of experience reaching out to journalists and capturing their attention–through platforms like HARO, Qwoted and others.
Let’s dig in.
A harsh reality about dealing with journalists and the press in general
Whether you’re just starting to learn about incorporating press releases into your business or have been at it for a while with lackluster results, an important thing to keep in mind when trying to make inroads with the press is that journalists respond to just 3% of pitches.
What’s more, even if a press release might feature information that a given journalist would find interesting and highly valuable, if your title is boring, you’re going to get overlooked.
That’s why we’re going to detail the steps you need to follow to write an effective press release that a) gets your point across and b) stands out in the memory of a journalist or writer who may very well be receiving or looking at hundreds of these a day.
These are universally applicable tips that you can use regardless of the type of press release you’re writing (which we will cover in later sections).
Here we go.
A step-by-step guide to writing an effective press release that gets you noticed
Follow these steps and incorporate them into your press release templates and you stand a much better chance of being noticed and your PR picked up.
Step 1: make sure your press release is newsworthy
Journalists cover the news, and the only way they are going to give your press release the time of day is if it’s newsworthy.
Here are a few ways you can make your press release stand out as particularly newsworthy.
Unique data and research
Journalists like being the first to cover something and, even more, they love data because it allows them to create a much more compelling narrative about the subject matter.
Jack the news (aka, “newsjacking”)
It’s the outlier stories that are truly breaking or that provide journalists with truly unique scoops, but that’s ok. Even if what you are offering up isn’t “breaking,” there is a very effective content marketing tactic known as newsjacking that can make up the difference.
This is where you find ways to include or inject your brand into current news so as to make it more relevant and newsworthy. If something has gone viral on social media, for instance, you can often hitch your own press release to it in a way that allows you to ride the wave.
The catch is that you need to have it ready for immediate release.
Making your pitch relevant to industry trends is a good way to get them seen. A good way to look out for these trends is to keep an eye on what the most popular journalists and influencers in your industry are covering.
A good way to do this is to track stories on Linkedin, Instagram, and Twitter using hashtags.
You can also use tools like JustReachOut to find journalists and their most recent publications based on the keywords you choose.
Forge an emotional connection
Stories that touch emotions will be more impactful and lead to more traction in the press. If you are able to create an emotional response to your brand, there’s a big chance that your audience will be more willing to engage.
Step 2: Start with a good headline
If you could only make one thing about your press release absolutely flawless, you would, without a doubt, want to choose your headline.
It’s the first thing anyone is going to see.
You want your headline to catch the reader’s attention and compel them to open it–or, at the very least, star it/set it aside to be read later.
The foundational principles of a good press release headline are:
- Make use of action verbs
- Be as comprehensive as possible
- Be direct/to the point
If you find yourself struggling to come up with a headline, chat GPT is a great tool for this kind of thing. Have a look.
Step 3: make your lead count
Your lead is your opening paragraph and, after your headline, it is what will make or break your press release success.
Typically around 35 to 45 words (maximum), it’s a summary of the most important part(s) of your press release.
Aim to address and answer the five “W” questions as succinctly as possible here. Those would be:
- Who is involved in the story (as in the person or company)?
- What is happening (as in, what is your press release about)?
- When did the event happen (or when is it going to happen)?
- Where did the story or event take place?
- Why would the information you are presenting be relevant to readers of a given media outlet?
Step 4: cover all relevant details in your body paragraphs without overwhelming
You want your body paragraphs to convey all of the relevant information about a particular story and/or your brand’s relevance/involvement. Relevance is essential.
To that end, understand that all effective press releases make use of the inverted pyramid press release format to accomplish this. This allows you to include the most essential details right near the top of the release, with less important information going below.
Step 5: include quotes that back up what you’re saying
Quotes from experts and relevant supporting sources are a good way to increase credibility and authority in the eyes of your reader. The key is to ensure that any quotes used are relevant to the article.
Step 6: include your organization’s boilerplate
Boilerplate text refers to standardized copy that your organization uses to describe itself, its mission, its core values, etcetera. When you put together your boilerplate for a press release, you’re basically putting all your business aspirations, marketing objectives and any other corporate facts into a single paragraph.
This is where you might also include your company logo.
Again, ChatGPT is your friend here:
You might need to go through and trim the output a bit.
Step 7: include your media contact information
You need to include media contact details if you want the press to contact you about your press release. This should include your email, a phone number and, where applicable, a dedicated media or PR department contact.
The different types of press releases
Now that we’ve covered what goes into a good press release, it’s time to explore the different types of press releases. While a newsworthy press release will always use the time-tested steps we laid out above, the way you write press releases does vary based on your intentions.
Additionally, don’t be afraid to use a free press release template as your foundation when writing your own. Places like Canva and Visme can be great sources of ready-made, visually appealing templates.
Press release example 1: the Product Launch press release
Lead
Adobe (Nasdaq: ADBE) introduces Creative Cloud Express, a groundbreaking web and mobile product designed to democratize creativity. Empowering users of all skill levels, Creative Cloud Express facilitates the effortless creation and sharing of rich multimedia content, ranging from social media posts to marketing materials. Leveraging Adobe's cutting-edge technology, the platform features drag-and-drop content creation, offering thousands of templates, 20,000 premium Adobe fonts, and 175 million licensed Adobe Stock images. Fueled by Adobe Sensei, the AI/ML framework behind flagship applications like Photoshop and Premiere, Creative Cloud Express marks a new era in accessible content creation and collaboration on the web.
Boilerplate
Adobe, a global leader in digital experiences, announces the launch of Creative Cloud Express, a user-friendly web and mobile product that redefines creative content creation. Aiming to fulfill its mission of enabling "Creativity for All," Adobe introduces a unified, task-based platform that empowers individuals, regardless of skill level, to produce and share compelling multimedia content. With features like drag-and-drop functionality, thousands of templates, and the integration of Adobe Sensei, Creative Cloud Express brings professional-level creativity to everyone. This launch underscores Adobe's commitment to catalyzing the creator economy and providing added value to its Creative Cloud subscribers.
Media Contact:
Press release example 2: New research findings press release
Location:
NEW YORK & MAINZ, GERMANY--(BUSINESS WIRE)–
Lead
Pfizer Inc. (NYSE: PFE) and BioNTech SE (Nasdaq: BNTX) achieve positive topline results from their Phase 1/2 study (NCT05596734) evaluating mRNA-based combination vaccine candidates targeting influenza and COVID-19 among healthy adults aged 18 to 64.
In comparison to a licensed influenza vaccine and the companies’ Omicron BA.4/BA.5-adapted bivalent COVID-19 vaccine administered concurrently, the trial demonstrates robust immune responses to influenza A, influenza B, and SARS-CoV-2 strains with the lead formulations.
Boilerplate
Pfizer Inc. and BioNTech SE announce promising results from a Phase 1/2 study assessing the safety, tolerability, and immunogenicity of mRNA-based combination vaccine candidates against influenza and COVID-19.
Conducted among healthy adults, the trial reveals encouraging immune responses to influenza A, influenza B, and SARS-CoV-2 strains when compared to licensed influenza vaccines and the companies’ Omicron-adapted COVID-19 vaccine. The safety profile aligns with that of the Pfizer-BioNTech COVID-19 vaccine. Moving towards Phase 3 clinical development, these results mark a significant step in realizing a comprehensive portfolio of respiratory combination vaccines, streamlining immunization practices globally.
Press release example 3: Emergency Announcement Press Release
Lead
Kaseya, a leading provider of IT and security management solutions for managed service providers (MSPs) and small to medium-sized businesses (SMBs), swiftly responds to a ransomware attack on its VSA customers over the Fourth of July holiday weekend. Rapid remediation and mitigation measures saved thousands of businesses from severe impacts, ensuring business continuity despite the attack.
Boilerplate
Kaseya, a prominent provider of IT and security management solutions, successfully navigated a ransomware attack targeting its VSA customers during the Fourth of July holiday weekend. With swift remediation and mitigation efforts, the company averted extensive disruptions, safeguarding the operations of small to medium-sized businesses and managed service providers. Collaborating with law enforcement, government cybersecurity agencies, and industry experts, Kaseya identified the root cause of the attack and proactively engaged in mitigating its impact. The collaborative efforts with the FBI, CISA, Department of Homeland Security, and the White House underscore the commitment to accountability and swift resolution. Kaseya reassures its customers of ongoing support and emphasizes the importance of vigilance in the aftermath of the attack.
Press release format 4: A press release announcing a new hire/personnel-related news
Lead
The Walt Disney Company (NYSE: DIS) Board of Directors announces an extension of Robert A. Iger's tenure as Chief Executive Officer, now set to continue through December 31, 2026. The unanimous decision to extend Iger’s contract by two years reflects the Board's recognition of his exceptional leadership, ensuring continuity during the company’s ongoing transformation and allowing ample time for a seamless CEO succession plan. Mark G. Parker, Chairman of The Walt Disney Company, emphasizes Iger's unparalleled ability to drive growth and financial returns, affirming the decision's alignment with shareholder interests.
Boilerplate
The Walt Disney Company's Board of Directors extends CEO Robert A. Iger's term until December 31, 2026, recognizing his exceptional leadership and strategic vision that has driven the company's transformation and positioned it for future success. The extension, voted unanimously, emphasizes continuity during the ongoing corporate evolution and provides the necessary time for a meticulously planned CEO succession. Iger, a globally renowned business leader, returned to Disney in 2022 and has since led a significant enterprise-wide transformation, emphasizing creativity and positioning the streaming business for sustained growth. The Board's decision reflects its commitment to shareholder interests and a smooth transition to new leadership.
Media Contacts
Press release example 5: Award Announcement Press Release
Location
WESTFORD, Mass., Jan. 18, 2022 (GLOBE NEWSWIRE)
Lead
Kadant Inc. (NYSE: KAI) proudly announces its recognition as a winner of the 2021 SEAL Business Sustainability Award in the Environmental Initiatives category. The SEAL Awards acknowledge Kadant for its measurable contributions to sustainability and innovative initiatives positively impacting the environment. The award underscores Kadant's commitment to environmental stewardship and sustainable business practices, showcasing its heritage of developing technologies that support eco-friendly industrial processing.
Boilerplate
Kadant Inc., a global supplier of critical components and engineered systems for process industries, celebrates its win of the 2021 SEAL Business Sustainability Award in the Environmental Initiatives category. This prestigious award recognizes Kadant's substantial contributions to sustainability and its commitment to innovative initiatives with positive environmental impacts. The company's dedication to environmental stewardship and sustainable business practices is highlighted, reflecting its heritage of developing technologies that enhance process efficiency and promote resource-intensive industries' sustainability.
The reality of press releases
Most press releases go unread–especially from smaller companies. Press coverage is, by and large, particularly from large news outlets and big online media outlets, is dedicated to covering the big players in an industry.
Even a well written press release isn’t guaranteed to get you media coverage. You need to know where to send and showcase a press release and how to do it effectively if you want coverage.
There are a lot of different paid PR services out there (and some free ones). The purpose of this article isn’t to tell you which ones you should use or which ones make the most sense for your business or industry.
Here are three of the most popular ones:
The main thing to understand when it comes to digital PR services is that they all do and promise similar things (i.e., to help you get your news release in front of journalists and writers covering your industry).
Dofollow has sent out thousands of cold emails to journalists and writers over the years, with quite a lot of success, and the most actionable thing we can say to you when it comes to breaking through the noise and getting bloggers, influencers and journalists to notice you is to try and develop a personal relationship.
We see ourselves and our agency as relationship builders and that’s how you will ultimately have the most success in the very cut-throat world of digital PR.
Wrapping up
Writing press releases is one of those things that you get better at over time. You learn not only how to present information in the most concise and succinct way possible, but how to get the writers and journalists covering your industry to notice you.
Done well, a good news release will not only increase brand recognition and get people visiting your website, but will also help you with your link building.
Quality websites are always on the lookout for updates–especially ones that are backed by data and research–to turn into new content.
Get in touch with dofollow today to chat more about our full-service, contract-free, performance-based link building services.