10 Tips for Writing a Solid Press Release

It has long been understood that a well-written press release with newsworthy appeal and relevance will get attention. But many businesses continue to write releases that don’t fit the bill, often hindering their image instead. 

Check out this vintage journalist... smokin' a cigar in the office.

Check out this vintage journalist… smokin’ a cigar in the office.

10 Top Tips To Guide You In Writing a Great Press Release

1. Make it relevant. A news release won’t garner attention if it’s not newsworthy. You have to craft it well. A good rule of thumb: does it read like a news story—is it factual yet engaging, and does it represent you well? If not, go back and re-sketch. Consumers can see the difference between credible news and promotional gun slinging. A sales pitch with lots of superlatives will go nowhere. So skip the hard sell.
2. Always incorporate keywords. You can’t underestimate the importance of search engine optimization. SEO is the fastest way to get your press release into the hands of your target market. You need to know which keywords best convey your service or brand and then incorporate it within the headline, summary, body, and even in the About the company section.
3. Know your audience. Keep your target audience in mind. Speak the language a consumer can understand and relate to. Is your product geared more to a particular audience than another? It’s better to pitch within your market than to be all over the board.
4. A short and sweet headline. When creating a headline, focus on two things:  positioning for search (a keyword phrase) and creating a compelling-clickable title. The best headlines do both by conveying the content of the release. Though there is no standard limit on how many words to use in a headline, Google New’s guidelines suggest fewer than 23 words; and to be displayed on Google’s SERP use 67 characters (letters and spaces combined) or less.
5. Never write in the first person, or use the word “you.” Always write in the third person. Businesses who write in the “you” form potentially risk being targeted as spam. Moreover, it’s unprofessional.
6. Embed, embed, embed. Today’s press release is no longer the announcement of yesterday. Now you can include pictures, audio, video, and other multimedia components. They bring context to your content and give the consumer a chance to interact with you. So it just makes sense to become familiar with the new online template of today.
7. Use simple language. Now that everyone has access to your news release—from the everyday layman to industry experts—skip the industry-specific language, unless it’s essential to communicate your message. You could potentially turn away readers if they can’t understand your terminology. Brevity and clear writing is key.
8. Link it. Everything is on the Web today, so make sure you provide a list of clickable links to your brand website, blog, or social media sites. If you can, try to include anchor texts in three different keywords of the body text, with one linking to an internal page other than your homepage. It goes without saying that wherever you send your reader, it needs to enhance your brand or product.
9. Include quotes. Always include one or two quotes in the body text. Quotes give you authority, making you sound credible. Give reference to the person at the end of the quote, instead of in between sentences.
10. Don’t forget contact information. It’s important that people can contact your business. Besides that, many publishers will not accept your submission without contact details. Include media contact person, address, phone, email, and website.

Hopefully, these tips can help you enhance your PR writing. But if writing a news release feels intimidating, let us take on your press writing for you.

A knowledgeable press release writer can create press that will increase your exposure, putting you in a better position to be picked up by reputable media outlets and other well-established sites—such as bloggers, industry experts, or key-note organizations—thereby directing target traffic to your business, brand, or service.

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2 replies
  1. mrtechsays
    mrtechsays says:

    Great press release article with even better tips!

    I wanted to add a bit of information to the ‘keep it simple’ section. We were always told to write with a grade 3 skill level in mind when in broadcasting school, which I have stuck with all these years and has worked well for me. If a grade 3 student cannot figure out your big words, then don’t expect everyday people to get a sense either. Thanks for sharing with us.


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