Standing out from the crowd is a challenge. Amidst the information overload, press releases remain a crucial tool for sharing important news. However, the key to success lies not just in delivering the message, but in grabbing attention.
A well-crafted, attention-grabbing press release can amplify your message, boost your brand's visibility, and drive engagement. But how do you create one that stands out?
This guide will provide you with effective strategies and essential elements for crafting compelling press releases. Whether you're a seasoned PR professional or a beginner, these insights will help you navigate the world of press releases and achieve media success.
The Art of Crafting Attention-Grabbing Press Releases
Now that we've established the importance of press releases, let's delve into the art of crafting ones that not only convey your message but also grab attention and stand out from the crowd.
Understanding the Structure of a Press Release
A press release follows a specific structure that helps to convey your message clearly and professionally. It typically starts with a headline that grabs attention, followed by a lead paragraph that provides the most important information.
According to Zee Azimi, Chief Marketing Officer at CanXida, “The body of the press release then elaborates on the details, and it concludes with a boilerplate, which gives information about your company.”
For example, if you're launching a new product, your headline could be something like "XYZ Company Unveils Innovative New Product." The lead paragraph would then provide key details about the product launch, such as the product's name, its features, and the launch date.
The body would delve into more details about the product, the inspiration behind it, and quotes from key people in the company. The boilerplate would then provide a brief overview of your company and its mission. (More on this, later below!)
The Role of LSI Keywords and SEO in Press Release Writing
Latent Semantic Indexing (LSI) keywords and Search Engine Optimization (SEO) play a crucial role in making your press release more discoverable.
LSI keywords are terms and phrases related to your main keyword. They help search engines understand the context of your content.
For instance, if your press release is about launching a new coffee machine, LSI keywords could be "brewing", "espresso", "cappuccino", and "coffee beans".
Harrison Jordan, Founder and Managing Lawyer at Substance Law, says “Incorporating LSI keywords naturally into your press release can improve its SEO, making it more likely to appear in search results when people search for related terms. This increases the visibility of your press release, helping it reach a wider audience.”
The Importance of a Click-Worthy Title
The title of your press release is the first thing people see, so it needs to be compelling enough to make them want to read more. A click-worthy title is concise, intriguing, and gives a sense of what the press release is about, and increases the Click-Through Rate (CTR).
A good title should be no more than 70 characters, as longer titles can get cut off in search engine results. It should also create curiosity or convey urgency to encourage clicks.”
For example, instead of a title like "New Product Launched by XYZ Company", a more captivating title could be "XYZ Company Shakes Up the Market with Groundbreaking Product".
Including your main keyword in the title can also help improve its SEO. So, if your main keyword is "groundbreaking product", make sure it's included in the title, says John McKay, Digital Marketer at MoreBetter Singapore.
Crafting Captivating Introductions
The introduction of your press release is your chance to hook your readers. It should provide a compelling reason for them to continue reading.
Start your introduction with a powerful statement or an interesting fact that encapsulates the essence of your news.
For example, if your press release is about a new eco-friendly product, your introduction could start with a statement like "In a game-changing move for the eco-conscious consumer, XYZ Company has launched a product that...". This not only hooks the reader but also immediately highlights the significance of your news.
Robert Herrera, President & Automotive Specialist at COR Wheels, says “Remember, the goal is to pique the reader's interest and make them want to read more. So, keep your introduction concise, engaging, and packed with value.”
5 Examples of Attention-Grabbing Press Releases
Here are five examples that stand out due to their effective communication, structure, and relevance. Source: PRLabs.
1. Product Launch: Revolv3's Funding Round Announcement
This press release effectively communicates the successful funding round of the fintech company, Revolv3. It clearly states how the funds will be used to improve the product's features, indicating a promising future for the company. This announcement not only increases the brand's visibility but also enhances its business credibility.
2. Event Press Release: TimmyStevens Co's Brand Awareness Event
TimmyStevens Co's press release for their brand awareness event is a great example of an event press release. It provides the necessary details such as the theme of the event and where it will be held. However, it could have been improved by highlighting who would benefit from attending the event.
3. Crisis Communications: Shenandoah Telecommunications' Response to COVID-19
Shenandoah Telecommunications' press release in response to the COVID-19 crisis is an excellent example of crisis communications. They address the crisis from the perspectives of several stakeholders, including parents, business owners, and employees, who all face unique challenges when quarantining for COVID-19. They also offer a free service upgrade to alleviate stakeholders' concerns.
4. Charity Press Release: McDonald's and the Trussel Trust Collaboration
This press release announces the collaboration between McDonald's and the Trussel Trust to reduce hunger and poverty. It clearly states the direct action being taken by McDonald's and encourages action and discussion on the wider problem of food waste.
5. New Hire Press Release: Nahan's New Executive Announcement
Nahan's press release announcing their new executive is a great example of a new hire press release. It highlights the new executive's experience, his credentials in the industry, and hints at what he’s going to do going forward. They also provide the opportunity to share or discuss this news on social media platforms. A picture also helps.
Each of these press releases stands out for its effective communication, clear structure, and relevance to their respective audiences. They provide a good benchmark for crafting attention-grabbing press releases.
10 Essential Elements of a Press Release
Understanding the key elements that make up a press release is crucial. Let's explore these elements, from a captivating headline to supporting data and statistics.
The headline is the first thing that people see, so it needs to be captivating. It should be a concise summary of the news that you're announcing, but also intriguing enough to make people want to read more.
Jack Kennedy, Director at Kennedy Digital, says “A good headline is direct and to the point, but also leaves a bit of mystery to encourage the reader to delve into the details.”
For example, instead of "Company X Launches New Product", a more captivating headline could be "Company X Revolutionizes Industry with Groundbreaking Product".
Concise and Captivating Sub-Heading
The sub-heading is a chance to provide a bit more detail about your news, while still keeping things concise and interesting. It should support the headline and provide a bit more context, without giving everything away. The sub-heading should entice the reader to continue on to the body of the press release, adds Steve Elliott, the Franchise Owner of Restoration 1 Minnetonka.
For instance, following the previous example, a good sub-heading could be "Innovative design and advanced technology set to disrupt the market".
Compelling Lead Paragraph
The lead paragraph is arguably one of the most important parts of the press release. This is where you provide the essential details about your news. The lead should answer the "5 Ws": Who, What, When, Where, and Why. It should be compelling and packed with information, but also concise and easy to understand, says Tiffy Cu, Travel Blogger at Asiatravelbug.
For example, "Company X, a leader in the industry, is set to disrupt the market with the launch of their groundbreaking product on date at location. This innovative product, featuring advanced technology, is expected to significantly enhance user experience."
Brandon Armstrong, CEO of Quinable Inc. says via email interview “Quotes add a human element to your press release. They provide a personal perspective on the news, making it more relatable to readers. Quotes can come from key people within your company, such as the CEO or the head of product development. They should provide insight into the significance of the news, the inspiration behind it, or the impact it's expected to have.”
For instance, This product represents a significant milestone for our company and our commitment to innovation.
Supporting Data and Statistics
Data and statistics provide concrete evidence to support your news. They add credibility to your press release and make it more compelling to journalists and readers. Any claims made in the press release should be backed up with relevant data and statistics, says Josh Topolski, CEO of Triio.net.
For example, if you're announcing a new product that improves efficiency, provide data that shows exactly how much efficiency is improved. Or, if you're announcing impressive company growth, provide statistics that highlight this growth.
Remember, the data and statistics you provide should be accurate, relevant, and verifiable.
Jacob Forbis, Owner & Lead Video Producer of The Customer Story explains, “Multimedia assets such as images, videos, and infographics can significantly enhance your press release. They provide a visual element that can make your news more engaging and easier to understand.”
For instance, if you're launching a new product, include high-quality images or a video of the product in action. If you're sharing complex data, consider creating an infographic that makes the data easy to digest.
Any multimedia assets you include should be relevant to your news and should add value to the press release.
It's important to include clear and detailed contact information in your press release. This makes it easy for journalists or interested parties to reach out for more information or to arrange interviews.
Tiffany Parra, Owner of FirePitSurplus.com further explains, “The contact information should include the name of the media contact or spokesperson, their role, phone number, and email address. It's also a good idea to include your company's address and website.”
Relevant Links and CTAs
Including relevant links in your press release can provide additional context and information. You might link to your company website, a product page, or a relevant blog post.
Jessica Shee, Digital Marketing Expert at iBoysoft, says “A Call to Action (CTA) can also be included to guide readers on what to do next. This could be something like "Visit our website for more information" or "Contact us to arrange an interview". The CTA should be clear, concise, and action-oriented.”
The boilerplate is a short paragraph that provides background information about your company. It usually appears at the end of the press release and includes information like when your company was founded, what it does, and its mission or vision.
Adela Belin, Lead Content Strategist at Writers Per Hour, adds “The boilerplate gives journalists and readers a better understanding of your company and its relevance to the news you're announcing.”
Release Date and Embargo Information
The release date tells journalists when they can publish the information in your press release.
Joseph Passalacqua, CEO of Maid Sailors adds, “If you want to control when your news is published, you can include an embargo, which is a request for journalists not to publish the information until a certain date and time. This allows journalists to prepare their coverage in advance, but they agree to wait until the embargo lifts to publish it.”
It's important to clearly state the release date and any embargo information at the beginning of your press release.
How to Actually Write a Press Release: The Simple Step-by-Step Guide
Now that we've covered the basics, let's dive into a detailed, step-by-step guide on how to actually write a press release. From newsjacking to distributing your press release, we'll cover it all.
Identify Your News
Before you start writing, you need to identify the news you want to announce. This could be a product launch, a company milestone, an upcoming event, or any other newsworthy item. Make sure your news is timely, relevant, and interesting to your target audience.
- Tom Miller, Director of Marketing at FitnessVolt
Define Your Audience
Identify who your target audience is. This could be journalists in your industry, your customer base, potential investors, or any other group that would be interested in your news. Understanding your audience will help you tailor your message to their interests and needs.
- Sumeer Kaur, Founder of Designer Lehenga
Craft a Captivating Headline
Your headline is the first thing people will see, so make it count. It should be concise, engaging, and give a sense of what your news is about. Use action words and keep it short – ideally under 70 characters.
- Sean Clough, President of Harmony Lab and Safety Supplies
Write a Compelling Lead Paragraph
The lead paragraph is your chance to hook your readers. It should provide the most important information about your news and answer the "5 Ws": Who, What, When, Where, and Why. Keep it concise and make sure it provides a compelling reason for readers to continue on to the rest of the press release.
- Gene Fitzgerald. Head of Marketing at BOS
Develop the Body of the Press Release
The body of your press release should provide more detailed information about your news. This is where you can include quotes, supporting data, and any other relevant details. Remember to keep your language clear and straightforward, and avoid jargon.
- Michael Sanders, Finance Expert at SmartFinans.no
Include Relevant Quotes
Quotes add a human element to your press release. They can come from key people within your company and should provide insight or commentary on the news. Make sure any quotes you include add value to the press release and help to tell your story.
- Craig Campbell, Co-founder of Digital PR Campaign
Provide Supporting Data
If you have any data or statistics that support your news, include them in the body of the press release. This could be data about a new product's performance, statistics that highlight company growth, or any other relevant data. Make sure any data you include is accurate and verifiable.
- Frede Serrano, Strategic Sourcing Director of National Dispatching
Add Multimedia Assets
Consider including high-quality images, videos, or infographics with your press release. These can make your news more engaging and help to tell your story in a more visual way.
- Alex Safavinia. CEO of Explainer Videoly Pte. Ltd.
Write a Boilerplate
The boilerplate is a short paragraph that provides background information about your company. It should include details like when your company was founded, what it does, and its mission or vision.
- Robert Dalton, Founder of HUALALAI
Include Contact Information
Make sure to include detailed contact information at the end of your press release. This should include the name, role, phone number, and email address of the person who can provide more information about the news.
- Joyce Dawson, Founder of All Day Parenting
Proofread and Edit
Before you distribute your press release, make sure to proofread it carefully. Check for any spelling or grammar errors, and make sure all the information is accurate and up-to-date.
- David Owens, Digital Marketing Expert at CPR Training
Distribute Your Press Release
Once your press release is polished and ready to go, it's time to distribute it. You can send it directly to journalists, post it on your company website, share it on social media, or use a press release distribution service.
Remember, writing a press release is about more than just announcing news – it's about telling a story in a way that engages your audience and encourages them to take the desired action.”
How to Get Maximum Media Coverage for Press Releases?
Once you've crafted your press release, the next step is to maximize its reach. Let's look at strategies for attracting media attention and how to use press releases for prospective collaborations, investor interest, and audience expansion.
Strategies for Attracting Media Attention
Attracting media attention is crucial for maximizing the impact of your press release. Here are a few strategies to help you achieve this:
1. Target the Right Media Outlets: Not all media outlets will be interested in your news. It's important to target those that cover your industry or topic. Research journalists and outlets that have covered similar topics in the past and reach out to them directly.
- David Martinez, VP Enterprise & OEM Accounts at Cybernet Manufacturing.
2. Craft a Compelling Pitch: When you send your press release to journalists, accompany it with a personalized pitch. This should be a short and compelling message that explains why your news is relevant and interesting to its audience.
- Michael Ferguson, CEO of StockMarketGuides.com.
3. Use Social Media: Don't just rely on email to get your press release noticed. Share it on your company's social media channels and consider reaching out to journalists on social media as well.
- Richard Kennedy, Managing Director at Arken Digital.
4. Follow Up: If you don't hear back after sending your press release, don't be afraid to follow up. Journalists receive a lot of pitches, and it's possible that they missed yours.
- Michael Hess, Tech Expert at Code Signing Store.
Use Press Releases for Prospective Collaborations, Investor Interest, and Audience Expansion
Press releases can be a powerful tool for more than just announcing news. They can also be used to attract prospective collaborations, spark investor interest, and expand your audience.
1. Prospective Collaborations: A press release announcing a new product or initiative might catch the eye of a company looking for collaboration opportunities. Make sure to highlight the unique aspects of your product or initiative that make it an attractive opportunity for collaboration.
2. Investor Interest: If you're announcing company growth, impressive sales figures, or other positive news, this could attract the interest of investors. Include key data and statistics in your press release to make it more compelling to potential investors.
3. Audience Expansion: Every press release you issue is an opportunity to reach a wider audience. By crafting a press release that is interesting and relevant, and by distributing it widely and strategically, you can attract new customers, followers, or subscribers.
Remember, the key to maximizing media coverage and leveraging press releases effectively is to think strategically, be proactive, and always highlight the unique and newsworthy aspects of your news.
Lisian Ajroni, CTO of AJRONI Web Design Agency, concludes “Crafting an attention-grabbing press release is both an art and a science. It requires a clear understanding of your news, your audience, and the key elements that make a press release effective. From crafting a captivating headline to providing relevant quotes and supporting data, each element plays a crucial role in conveying your message and engaging your audience.”
But remember, a press release is more than just a one-off announcement. It's a powerful tool that can boost your brand's visibility, attract media attention, spark investor interest, and even open doors to new collaborations. By following the strategies and steps outlined in this guide, you can craft press releases that not only stand out from the crowd but also help you achieve your communication goals.
So, whether you're announcing a new product, sharing company news, or looking to attract media coverage, take the time to craft a compelling press release. The effort you put into it can pay off in the form of increased visibility, media coverage, and audience engagement. Happy writing!