A well-crafted press release can be a powerful tool to generate media coverage, build brand awareness, and share important news with your audience. But many businesses fall into common pitfalls that can cause their press releases to be ignored or fail to make an impact.
To help you get it right, our team of media release magicians have outlined the key do’s and don’ts of writing an effective press release for your brand.
We will start with the do’s!
We will start with the do’s!
1. Craft a Strong, Engaging Headline
Your headline is the first thing a journalist will see. Make it clear, compelling, and newsworthy. Avoid jargon and ensure it communicates the essence of your announcement in a way that grabs attention.
2. Start with the Most Important Information
Follow the inverted pyramid structure. That is, lead with the key message in the first paragraph. Answer the who, what, where, when, why, and how early on so journalists can quickly grasp the story.
3. Keep It Concise and Focused
A press release should be one page, two at most. Stick to relevant details and avoid unnecessary fluff. Every word should serve a purpose in delivering your message effectively. If it’s redundant, remove it.
4. Use a Professional Yet Conversational Tone
Your press release should be formal but not robotic. Write in a way that makes it easy for journalists to pick up your story and run with it. Don’t forget to inject you’re the essence of brand voice and personality to make a genuine reflection of your brand.
5. Include a Strong Quote
A well-placed quote from a company spokesperson or relevant expert adds credibility and humanises the story you are telling. It should provide insight, perspective, or emotion that enhances the release.
6. Provide Contact Information
It seems simple, but if missed can spell disaster. Always include up-to-date media contact details at the end. Journalists need to know who to reach out to for additional information or interview opportunities.
7. Include a Boilerplate
A short company description (boilerplate) at the end of your release provides context about your brand. Keep it to a few sentences summarising your mission, industry, and key achievements and credentials.
8. Use SEO Best Practices
Incorporate relevant keywords naturally to improve search engine visibility. If the press release is published online, this can help increase the chances of discovery by a wider audience.
9. Distribute It Strategically
Sending your press release to the right journalists, industry publications, and newswires increases its chances of being picked up. Tailor your distribution list to relevant media outlets.
10. Proofread Before Sending
Typos and grammatical errors can hurt your credibility. Always proofread thoroughly and, if possible, have someone else review the release before sending it out. An extra set of eyes can never hurt.
Now onto the don’ts.
The Don’ts of Press Releases
1. Don’t Bury the Lead
Avoid long-winded introductions that delay the key message. Journalists don’t have time to search for the news in a release—make it obvious from the start.
2. Don’t Use Excessive Jargon or Buzzwords
Avoid corporate-speak, industry jargon, or over-the-top language. Keep it simple, clear, and easy for a broad audience to understand.
3. Don’t Make It an Advertisement
Remember, a press release is not a sales pitch. Focus on newsworthiness and avoid overly promotional language. Journalists are looking for stories, not commercials.
4. Don’t Overload with Unnecessary Information
Stick to the essentials. Too much background information or unrelated details can dilute your key message and make the release less impactful. Further information can form part of your wider media kit or be included in a “notes to the editor” section of the release.
5. Don’t Forget to Include a Call to Action
Guide readers on the next steps, whether it’s visiting a website, attending an event, or contacting a media representative. Make it clear what you want the audience to do.
6. Don’t Use All Caps or Overuse Exclamation Marks
Writing in all caps or adding multiple exclamation marks looks unprofessional and can make your release seem less credible. Stick to a clean, professional style.
7. Don’t Assume Journalists Will Do the Work for You
Your press release should be complete, with all necessary information. Journalists won’t spend time rewriting vague or incomplete releases.
8. Don’t Send It Without a Newsworthy Angle
Before drafting, ask yourself: Is this truly newsworthy? If the answer is no, reconsider sending a release. Find a compelling hook that makes it valuable to journalists and their audience.
9. Don’t Forget About Multimedia
Whenever possible, include relevant images, infographics, or video links. Visual elements can make your release more engaging and increase the chances of it being used. Journalists are also busy, having a suite of resources to support your story can help to get it over the line.
10. Don’t Send It to Irrelevant Media Outlets
Mass-blasting your press release to random journalists is ineffective. Research and send it only to those who cover your industry or have shown interest in similar topics.
Final Thoughts
A well-executed press release can be a game-changer for your business, helping you gain media exposure and build credibility. By following these do’s and don’ts, you’ll increase your chances of crafting a release that captures attention and delivers real impact.
Not sure where to start with your press release strategy? Chat to our Ardent team today for expert PR guidance and tailored media outreach support.