The New Guidelines for Writing Consideration-Grabbing Press Releases

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Enterprise continues to be sluggish for a lot of small enterprise house owners nowadays, which makes advertising and marketing much more essential than common. With a lot consideration paid to social media advertising and marketing, a number of the extra conventional advertising and marketing techniques are ignored—like press releases.

Are press releases nonetheless an efficient advertising and marketing software for a small enterprise? Sure, if you understand how to observe right this moment’s guidelines for getting consideration.

Press releases are largely launched on-line by way of information providers or press launch providers right this moment. This implies along with being seen by journalists, writers, podcasters, and bloggers, they may additionally flip up in search outcomes when your potential clients are on-line.

Listed below are the important thing parts each press launch ought to have:


Make your headline attention-grabbing, instantly conveying what the discharge is about. Utilizing key phrases in your headline will help it present up in search outcomes. Your headline ought to be 100 characters or much less in order that extra of it should present up in search outcomes. Shorter headlines are additionally simpler to share on social media and nonetheless have the entire headline present up.


This can be a quick sub-headline that gives further info increasing on the headline.


Town and state the place your corporation is situated and the date of the discharge (“San Francisco, CA, July 15, 2020”). Journalists in search of native information profit from understanding the place your corporation is situated, and the date ensures they don’t use outdated releases.

First paragraph

In a couple of sentences, this paragraph ought to briefly clarify an important info in your launch, together with the 5 Ws (Who, What, When, The place, and Why). Embody your organization identify as properly. Most individuals received’t learn past the primary paragraph, so don’t pass over any essential info.

Physique copy

Clarify the data you’re sharing in additional element. Break it into quick paragraphs. Your physique copy ought to sound pure (not stuffed with trade jargon) and embrace related key phrases, with out being “stuffed” with too many key phrases.


Close to the tip of your physique copy, embrace a quote or two out of your firm president or CEO (in different phrases, you) that journalists can use to enliven their articles. Embody your full identify and title (“Samantha Smith, CEO of XYZ Corp., says…”). You may also embrace a quote from a happy buyer or consumer reinforcing what you’re pitching. However keep in mind, hold it quick.


Providing journalists images, infographics, movies, and different visible parts they will use will help differentiate your launch from the remaining. Should you’re sharing information a couple of product, particular person, or occasion, you possibly can embrace images in your launch. Nevertheless, you also needs to make high-resolution images accessible for people who request them.

To keep away from issues that may come up by sending images, graphics, or movies as attachments, it’s greatest to place these parts on the model of the discharge that you just submit in your web site. Create a Information Room or Press Room part to your press releases and bulletins. Then embrace hyperlinks to the discharge in your web site within the press launch that you just ship to journalists. (Make the hyperlinks trackable and also you’ll even be capable of see how a lot visitors your press releases drive to your website.)


On the finish of your launch, embrace a call-to-action (CTA)—one thing you need the reader to do. This might be so simple as “For more information about XYZ Co.’s upcoming Summer Fundraiser, visit or call (xxx) xxx-xxxx.” Once more, make it as simple as potential for the reader to know what you need them to do.

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Boilerplate is one transient paragraph about your corporation that you just embrace on the finish of each press launch. Embody firm identify, what your organization does, when it was based, and every other info that you really want recipients to know.

Media contact

Listing a spokesperson for your corporation who will probably be accessible to rapidly reply to inquiries. Present a number of methods to contact them (telephone, e-mail, social handles, and many others.) since journalists could need to get in contact other ways.

Press releases ought to be one to 2 pages in size. Embody hyperlinks when mandatory (equivalent to to search out out extra info) however don’t go overboard; too many hyperlinks can get your launch marked as spam by press launch distribution websites and serps.

Want extra assist? PRLog suggests taking a look at its Most Viewed Press Releases to get concepts for a way profitable press releases are written. You’ll find press launch templates on-line and use websites equivalent to PR Distribution, PR Web and to distribute your releases.

The artwork of the pitch

In fact, the rationale you’re writing a press launch is to pitch the media. Listed below are some suggestions for pitching your product or your corporation to the media:

Do your homework. Analysis the particular person and publication you’re contacting earlier than you pitch. Many of the pitches I decline are as a result of they’re irrelevant to my beat (what I write about).

It’s truly not all about you. Deal with offering worth to the recipient’s readers, viewers, or listeners, equivalent to fascinating statistics, information, or how-to info. In case your pitch is simply too promotional and seems like an advert, chances are high will probably be declined or ignored.

Timing is every little thing. As a normal rule, the perfect time of day to ship pitches is early morning to midday; the perfect time of the week is Monday by way of Wednesday.

Reply rapidly. If somebody responds to your pitch, reply ASAP. Journalists, bloggers, podcasters, and many others. are busy. Should you don’t reply them, they’ll transfer on to somebody who will reply rapidly.

Craft nice e-mail topic strains. An e-mail’s topic line is what makes the distinction in whether or not your e-mail will get opened or ignored. Make your topic line intriguing, however not hyperbolic.

Hold it quick. Most individuals want receiving pitches which might be between 100 and 200 phrases. Take it from me—if you’re wading by way of 500 pitches every week, shorter is best.

RELATED: 16 Creative Ways to Get Press Coverage for Your Small Business

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