Congrats – your company might be expanding, offering a new product or service, or simply doing something that you think is news-worthy and you want to get the word out. Or you’re in need of some damage control on a public matter. Either way, you’ll need a killer press release to send to media publications and help build positive awareness around your company. Don’t worry, we’ve got you covered.
Here are 4 simple steps you can follow to write a press release that will stand out:
1. Identify the News Hook
In order to get the attention of the press, you’ll need to think like a journalist. That means the first thing you should do when writing a press release is to identify the news hook, or the most newsworthy element of the story that will form the headline and lead of the piece. Generally, the news hook should be about 27 words or less.
Remember, different titles cater to different audiences, meaning the best hook may differ depending on who you are pitching to. For example, a consumer publication may be interested in a different aspect of a story than a trade publication.
This can often be the hardest part of the process. It requires familiarity with your target audience and a strong grasp of what makes a story newsworthy. The best stories have a human angle which resonates with the audience, so ensure that your hook features some humanity.
2. Decide Which Information to Include
Journalists are busy trying to produce a certain number of stories daily, so they don’t have time to read through irrelevant information or fluff.
Use these 6 questions to help you choose the key information to include in your press release:
- Who are the important people in your story?
- What are the key facts the reader should know?
- Where did this news happen, or where will it take place?
- When did this news happen, or when will it take place?
- Why is this something the reader should care about?
- How did this story come about?
Be sure to include quotes from the public, your company, and anyone else that may add value to the story. Journalists like having a selection of sources, especially for longer pieces. Try to include two or three different quotes for them to choose from.
3. Put the Most Engaging Facts First
When writing your press release, start with your eye-catching headline. From there, list the information in order of newsworthiness, with the most important facts first and relevant quotes towards the end. Be sure to weave your brand’s messaging in with the story.
To achieve maximum coverage, you should also have at least one high resolution picture ready to go with your story. Ideally, this image should be embedded or attached to the release, as a journalist will not want to spend time and effort chasing images
4. Include a Company-Specific Footer
Finally, make it as easy as possible for the journalist to answer any questions they might have about your story by including a relevant point of contact and their contact information. Additionally, a company-specific footer should be at the end of your press release in order to provide background information about your brand and include a call to action for journalists or readers to learn more or get in touch. If you’re not sure what this footer should look like, take a peak at the end of this blog article!
Writing a press release can be challenging when you are trying to grab the attention of busy journalists, but it’s also a great way to build positive awareness around your brand. If you need extra assistance writing, pitching, and distributing a press release, the PR experts at Millennium Agency can help. Contact us today to start building your brand awareness.
About Millennium Agency
Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!