Press Release: How to Write One That Grabs Attention

What is a Press Release?

A press release is a written statement or official announcement distributed to the media to inform the public about something newsworthy. Organizations or individuals use press releases to communicate important events, product launches, updates, or significant developments. 

The main purpose of a press release or news release is to share important news with the media and the public. Here’s why they’re useful:

• Announce Events: Press Statements let people know about significant events like product launches or partnerships.
• Get Media Coverage: They help attract attention from journalists to increase the chances of being featured in news stories.
• Control the Message: Organizations can present their news in the way they want, highlighting key points and facts.
• Build Media Relationships: Regularly sending out news releases can help create good connections with journalists which leads to better coverage over time.
• Engage Stakeholders: They keep investors, customers, and employees informed about what’s happening in the organization.

What Are the Parts of A Press Release?

A media alert consists of several key parts that work together to deliver important news in a clear and organized way. 

Typically, the press release format consists of the following sections:

• Headline: This is the eye-catching title that summarizes the main news.
• Dateline: This section includes the release date and the location where the news is coming from.
• Lead Paragraph: The first paragraph is where you grab attention. It should answer these questions: who, what, when, where, and why?
• Body: The body of a press release provides more detailed information where you expand on the story.
• Boilerplate: At the end, you’ll find a boilerplate statement. This is a brief description of the organization or individual issuing the press release.
• Contact Information: Finally, include contact details for a media representative. 

Take a look at this press release sample template to see how all key parts are formatted. 

How Long Should a Press Release Be?

When it comes to the duration of a press release, it’s important to focus on length rather than time. A good press release should typically be one to two pages long, or about 400 to 800 words. This length allows you to provide enough detail without overwhelming the reader.

How to Write a Press Release

Although press release writing isn’t something everyone is familiar with, a step-by-step approach can make the job easier. Below are straightforward steps that can help you write a news release that can make headlines in an instant. 

Step 1. Start with a Catchy Headline

Begin with an eye-catching headline. This is the first thing people will see, so make it engaging and to the point. A great headline should summarize what your media release is about in just a few words—try to keep it around 10-12 words. 

Use strong, active verbs to make it pop! For example, “Local Bakery Launches Exciting Vegan Dessert Line for Earth Day” is both informative and grabs attention.

Step 2. Include a Dateline 

After your headline, add a dateline that mentions the city and the date of your announcement. This gives readers context about where the news is coming from. It usually looks like this: “New York, NY – April 10, 2024.” This helps set the scene for your announcement.

Step 3. Write a Strong Lead Paragraph 

Next, write a strong lead paragraph. This is super important because it should cover the main points of your announcement. Try to answer the five Ws: 

Who, what, when, where, and why. 

Keep it brief and make sure the most important info is upfront. 

For example, “The Sweet Spot Bakery is excited to announce its new vegan dessert line, launching on May 1st, 2024, with five delicious flavors!”

Step 4. Develop the Body

Now, it’s time for the body of the press release. This is where you can provide more details about your announcement. Explain why it’s newsworthy and relevant. Adding quotes from important people, like the CEO or a project manager, can help make your message more relatable. 

For instance, you might say, “We wanted to create tasty treats that everyone can enjoy, no matter their dietary needs,” said Jane Doe, founder of The Sweet Spot Bakery.

You can also include any relevant statistics or facts to back up your news. If you have some great numbers or past successes, share them! This helps make your announcement feel more credible.

Step 5. Add a Boilerplate

At the end of your news release, include a boilerplate statement. This is just a short paragraph about your organization that gives readers background information. It usually includes a brief overview of your company, your mission, and any notable achievements. 

For example, “The Sweet Spot Bakery has been serving delicious baked goods to the New York community since 2010. Our mission is to create tasty treats for everyone to enjoy.”

Step 6. Provide Contact Information

Always include contact information for someone who can answer questions. This section should be easy to find. List the contact person’s name, their job title, phone number, and email address. 

For example:

Step 7. Proofread and Edit 

Before you send out your media release, make sure to proofread it carefully. Check for clarity and make sure it’s free of jargon. Look out for any grammar or punctuation mistakes to keep things professional. 

Make sure everything flows nicely from one section to the next. It’s a good idea to have someone else read it too, just to catch anything you might have missed.

Step 8. Distribute Your Press Release 

Once your press release is polished, it’s time to distribute it. You can send it directly to journalists by creating a list of relevant media outlets. Personalize your emails to make a stronger impact.

For news release submissions, you can use distribution services like PR Newswire or Business Wire to reach a broader audience. Don’t forget to publish it on your website’s news section and share it on your social media channels to reach your existing audience.

Types of Press Releases

There are several types of press releases, each serving a different purpose. The most common ones are:

• Product Launch
• Event 
• Corporate Announcement
• Crisis Management 
• Research Findings 
• Awards and Recognition 

Press Release Examples

Now that you have gone through writing steps and guidelines on how to write a press release, there's one more step that can make the writing process easier: checking out some examples.

Here are a few press release examples you can look at.

Press Release Writing Tips 

Follow these tips to polish your press release to reach the maximum amount of audience. 

• Focus on the News Angle: Think about what makes your announcement newsworthy. Why should people care? Highlight that in your writing.
• Use the Inverted Pyramid Style: Start with the most important information in the first paragraph, and then provide additional details as you go along. This way, readers get the essential information right away.
• Know Your Audience: Tailor your language and content to the audience you want to reach. Understanding who will read your press note helps you connect better with them.
• Include Relevant Quotes: Adding a quote from a key figure in your organization can give a personal touch and make your press statement more relatable.
• Utilize Bullet Points: When listing important details or features, consider using bullet points. They make information easier to digest.
• Add Visuals: If possible, include images or links to videos. Visuals can help your press release stand out and provide a richer experience for readers.
• Optimize for SEO: Incorporate relevant keywords to help your press release rank better in search engines. This will make it easier for journalists and readers to find your news.
• Add a Call to Action: If you want readers to take a specific action, like visiting your website or attending an event, include a clear call to action at the end.

To conclude,

If you want to write a press release that will be successful, make sure to follow the guidelines listed above. By doing so, your press release has a better chance of being picked up by news outlets.

If you are not sure how to write a press release, we can help. We can help you write a perfect press statement for you and distribute it to the right journalists and publications.

At SharkPapers.com, we have a team of skilled writers who have an educational background in journalism. They know how to write a press release that will reach the public successfully.

Just reach out to our paper writer service, and we’ll make your press release writing journey easier.