Learn how to write a press release that demands attention with these expert tips, ensuring your news gets noticed by the right audience.
A well-crafted press release can be a powerful tool for gaining media coverage and building brand awareness. However, with the flood of press releases that journalists and editors receive daily, it’s critical that yours stands out from the crowd.
Whether you’re launching a new product, announcing a company milestone, or promoting an event, a press release that demands attention is key to securing the media coverage you need.
In this article, we’ll walk you through the steps to write an effective press release that grabs attention, communicates your message clearly, and increases the chances of it being picked up by the media.
1. Craft a Compelling Headline
The headline is the first thing a journalist sees, and it often determines whether they’ll read further. To capture attention, your headline should be clear, concise, and convey the core message of your press release in an engaging way.
Avoid jargon or overly complex language—journalists appreciate headlines that are to the point but still intriguing.
Tips for writing a strong headline:
- Keep it under 10 words if possible.
- Focus on the main news element (e.g., launch, partnership, milestone).
- Include a key benefit or impact that will interest readers.
- Use active language and avoid vague phrases like “announces” or “introduces.”
Example:
“XYZ Launches Groundbreaking App to Revolutionize Health Monitoring”
This headline clearly states what’s new, the core benefit, and generates curiosity about how the app will revolutionize health monitoring.
2. Write a Captivating Opening Paragraph
Your opening paragraph should immediately grab the reader’s attention while summarizing the key details of your announcement.
This paragraph should answer the essential “who, what, when, where, and why” questions. Aim for no more than 3-4 sentences that clearly explain the purpose of the press release.
Example of a strong opening paragraph:
“XYZ, a leader in wearable health technology, today launched its revolutionary HealthGuard app, designed to monitor vital signs in real-time and provide personalized health insights. Available now for iOS and Android, the app promises to transform how individuals track and manage their health.”
This paragraph provides the key information (launch of the app, who created it, and why it’s significant) in a concise manner.
3. Focus on the Key Message
Every press release should have one clear message or story. Avoid overloading the release with unnecessary details or multiple angles, which can dilute your primary message. Stick to the most important information that will resonate with your audience and the media.
Think about what is newsworthy about your announcement. Is it a major product innovation? A significant partnership? A major milestone like a funding round or acquisition? Your press release should clearly highlight this newsworthy element throughout the body of the release.
4. Add Quotes for Human Interest
Including quotes from key stakeholders—such as the CEO, product manager, or partners—adds a human element to your press release and provides context. Quotes can express excitement, emphasize the impact of the news, and give a sense of authenticity that engages the reader.
However, avoid overused phrases like “We’re excited to announce…” Instead, use quotes that provide additional insight or unique perspectives on the news.
Example quote:
“HealthGuard will empower users to take control of their health with real-time insights that have previously only been available through costly medical devices,” said Jane Doe, CEO of XYZ. “This technology is the next step in making preventative health care accessible to everyone.”
This quote gives a sense of the product’s impact while conveying enthusiasm for the launch.
5. Keep It Brief and Scannable
Journalists are often working on tight deadlines and don’t have time to read long, dense press releases. To make your press release easy to digest, keep it under 500 words, break up the text into short paragraphs, and use bullet points where appropriate.
A scannable format increases the likelihood that journalists will read and use your release.
Additional formatting tips:
- Use subheadings to break up sections.
- Keep sentences concise and to the point.
- Highlight key facts with bullet points if needed (e.g., product features, event details).
- Include hyperlinks for easy access to more information (but don’t overdo it).
6. Provide Relevant Background Information
In addition to the news itself, your press release should offer brief background information on your company or product.
This gives journalists context about your brand and why your announcement matters. A short paragraph at the end of the press release, known as the “boilerplate,” is typically used for this purpose.
Example boilerplate:
“About XYZ:
XYZ is a leading innovator in wearable health technology, committed to making preventative healthcare more accessible. Since its founding in 2015, XYZ has developed a range of cutting-edge devices and apps that help users monitor their health in real-time.”
The boilerplate should be concise but provide a clear understanding of your company’s mission and relevance.
7. Include a Clear Call to Action
Make sure your press release concludes with a clear call to action (CTA). This could be an invitation for journalists to contact you for further information, a link to download the product, or instructions for how to attend an upcoming event. A strong CTA ensures that readers know what to do next.
Example CTA:
“For more information about HealthGuard, or to schedule an interview with CEO Jane Doe, please contact [contact information].”
Including contact information for your media or PR team is essential for making it easy for journalists eProductWars.com to follow up if they’re interested in covering the story.
8. Double-Check for Errors and Polish the Writing
Before you send out your press release, take the time to proofread carefully for any typos, grammar mistakes, or formatting issues. An error-free, polished press release reflects professionalism and makes it more likely that your news will be taken seriously by journalists.
You should also ensure that your press release follows the standard format:
- Headline and subheadline
- Dateline (city, state, date)
- Opening paragraph
- Body with supporting details
- Quotes
- Boilerplate (about your company)
- Contact information
Conclusion
Writing a press release that demands attention requires a combination of clarity, brevity, and a newsworthy angle.
By crafting a compelling headline, focusing on a clear message, and presenting your story in an engaging format, you’ll increase your chances of getting the media coverage your announcement deserves.
Remember, a well-written press release is not only a promotional tool but also a way to build relationships with the press, making it an essential part of your communication strategy.