Before I begin this incredible fact-filled instructional guide, I want to give a shoutout to my amazing CEO, Liz Woodworth, who has been asking me to write a blog for two… no. Scratch that… three years. I have always found an excuse not to do it, namely because our clients need all my love and I’m always glad to give it. They’re our number one priority and will always be, but self-care is trending, and I consider this blog to be just that. Self-care for a Gen Xer who just wants to chat about all things marketing. Let’s get into it, shall we? Let’s talk about press releases.
When it comes to public relations, there is a lot of information out there. It can be overwhelming at best, and you just want your organization to be seen and heard! So what do you do about it? Let’s start with the press release. In today’s ever-changing media landscape, a well-crafted press release remains a powerful tool for sharing news and garnering attention. You just hired Suzie Q., after all, and everyone needs to know about it. Or maybe you just invented the next must-have in your industry and if you don’t tell the world, you can’t corner the market. If you’re fortunate enough to have an in-house marketing team, they can whip that up for you and slide it into the hands of one of the many newswire services such as PR Newswire, Business Wire, GlobeNewswire, etc. who will disperse it to all ends of the journalistic universe. Your team will then share that good news on your social networking platforms and collect the metrics along the way! Voilà, you’ve done it! My work here is done.
In all seriousness. If you have a marketing team, my little how-to probably isn’t for you… unless you love my writing and are devouring every word, and if that’s the case, read on! Let’s say, for the sake of this exercise, you don’t have a marketing team. If you’re a smaller firm or flying solo, consider writing a release on your own. I’m going to answer your question… because I know what you’re thinking. Yes. Yes, you can use ChatGPT, but there are pitfalls there as well, and that’s a blog for another time. For now, let’s just stick to the basics of what you need to include in a killer press release.
Here are the basics:
- Write a Clear and Compelling Headline
Your headline should be concise and attention-grabbing. It’s the first thing journalists see, so make it count. A compelling headline clearly states your news and entices readers to learn more.
- Follow your Headline with a Strong Lead Paragraph
The first paragraph is crucial. It should answer the who, what, when, where, why, and how of your news. This summary gives journalists a quick overview and encourages them to read further. (That’s the plan anyway!)
- Keep your Content Concise and Relevant
Keep your press release focused and to the point. Aim for 300-500 words—the newswire services require this—and ensure that every sentence adds value. Avoid jargon and overly technical language to make it accessible to a broader audience.
- Always Include a Quote (or more) for Depth
Quotes from key stakeholders add a human element and credibility to your press release. Ensure the quotes are relevant and provide insight or perspective that enriches the story.
- Don’t Forget to Provide Supporting Details
Include relevant statistics, background information, and any other details that support your news. This additional information can help journalists understand the context and significance of your announcement.
- Keep it Professional, People!
Maintain a professional and objective tone throughout. Avoid hyperbole and overly promotional language. Your press release should inform, not sell.
- Don’t Forget the Contact Info!
Now that a journalist, investor, (or your mother) is interested in your story, don’t forget to provide contact details for someone who can answer follow-up questions. Include their name, phone number, email address, and any other relevant contact information. If your only interest was your mother, please thank her for always believing in what you do! (I’m projecting. I see it.)
- Add Multimedia Elements
Where appropriate, include high-quality images, videos, or links to additional resources. Multimedia can make your press release more engaging and easier to share across various platforms. Note that this can cost you extra if you’re using a newswire service.
- End with a Boilerplate
Finish with a brief boilerplate about your company. This should include essential information about who you are, what you do, and any other pertinent details.
- Last, but not least–Proofread and Edit
Do not send that little baby out into the internet’s interstellar without ensuring it’s free of errors. Proofread for grammar, spelling, and punctuation mistakes. A polished press release reflects well on your brand.
Still daunted? Don’t be! When it comes to your PR efforts, we’ve got you covered. Our team can help you build strong media relationships, boost your brand’s visibility, and achieve your PR goals with precision and professionalism. Ready to take your PR to the next level? Contact Wood & Co today to learn more about our services and success stories. https://woodcoconsulting.com/
Pssst…
Come back and see me next week where I’ll help you decide how to distribute your release. That’s Part II of this compelling saga. And I haven’t forgotten to talk to you about ChatGPT. That’s on the list to chat about as well. It’s all the rage, isn’t it?
