5 Tips for Writing a Standout Press Release

Whilst we live in a world of summarising news in 140 characters, press releases still remain a great means of promoting your business and should be included in your overall communications mix.

Believe it or not, there is a formula to writing a press release. Here are five tips that will get you and your business noticed:

TIP 1: Make sure it’s newsworthy

When a journalist writes an article about your brand it’s a great endorsement of your products or services, but how do you attract their attention with your release? The main aim is to make it newsworthy and to do this, you really need to know your audience. Your story has to add value to other businesses rather than be a means of self-promotion so when writing your press release, consider the news you’re sharing. Is it a story a journalist would jump on, or just another dry release announcing something unimportant?

Some good examples of newsworthy releases include the launch of a new product or service, growth of a business via funding, publishing white papers or announcing new team appointments. These are very basic ideas for releases, feel free to be as creative as you can be to attract the attention and gain the exposure that you want.

ACTION: Before you draft your release think as both a journalist and a reader. Would this story appeal to you? If not then don’t write it.

TIP 2: Write a compelling headline

The headline and the opening paragraph of your release are the most important elements for grabbing the attention of your audience, so you need to get to the point quickly and effectively. The headline, in particular, can be the difference between a journalist reading or deleting your email or the click of a button on the internet for the full article to be viewed by your target audience.

ACTION: Leave your readers wanting more. Think of a quirky headline which summarises the main message of your story.

TIP 3: Keep it short and simple

To you the story you’re telling is very interesting as it’s one close to your heart. To your audience it needs to be more… It needs to hook them in, engage with them, interest them and tell them everything they need to know in a maximum of 500 words.

This is quite a task for one press release but is achievable. Think of the main points of your story and build your release around them. Don’t go into too much detail but also don’t leave anything important out and avoid using industry jargon unless industry publications are your target. There is a fine balance between too much and too little so it may take you a little while to get your release just right.

ACTION: It’s an old journalist cliché but one that works! Answer these questions within the main body of your release to make sure you tell your audience the full story: Who? What? Where? When?

TIP4: Use a quote from interested parties

The most successful press releases use quotes from involved parties. So if your release is about the opening of a new branch in a new region for your business, the manager of the branch or the business owner would be the perfect person to share a quote.

ACTION: Avoid using generic quotes like “I’m excited about this news.” Say why you’re excited and what this means for the company, your customers and the regions where you operate.

TIP 5: Get it out there

Whilst the main aim of your release is to attract the attention of journalists, make sure you distribute your release far and wide, as your story could be of interest to bloggers or other online publications. Once your release has been distributed, wait a couple of days to gage responses from journalists – if you don’t receive any then don’t be afraid to call them and follow up!

ACTION: Share your story via your website and social media platforms. It’s all good publicity for you and your business.

By Kathryn Dishman, Managing Director, KD Communications.

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Do you need help to promote your micro business? Get in touch with us for help with your PR. Call 07941694702 or email enquiries@kdcommunications.co.uk


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