How to Write a Press Release (With Template for Download)
How Can a Press Release Help Your Business?
Every piece of content your business puts out into the world matters, and press releases are no exception. But what exactly is a press release, and how does it differ from the other forms of communication?
Unlike a blog post that educates and informs your audience or a sales sheet that sells your product or solution, a press release disseminates newsworthy information about your business. It serves as the official means by which your company can announce new partnerships, product launches, or significant business achievements to the press and public.
Five Benefits of a Press Release:
Whether you write your own press release or have an agency or writer do it for you, the strategic value of press releases in your communication mix is undeniable—and here’s why:
- Boosts visibility and brand awareness: Press releases get your business in front of the eyes of journalists, stakeholders, and customers. They help increase your brand’s visibility and, over time, boost recognition.
- Improves Search Engine Optimization (SEO): When your press release gets picked up by news outlets or blogs, these publications often include a link back to your website. These backlinks help enhance your site’s authority and visibility on search engines, which can improve your overall search rankings.
- Establishes credibility: Issuing a press release about your accomplishments, new releases, or company milestones—particularly when you do so with some regularity—establishes your business as a recognized authority in your field.
- Gives you more bang for your marketing buck: With the power to reach a wide audience, including potential customers, investors, and the media, press releases are a highly effective way to supplement your marketing efforts without the high price tag that comes with traditional marketing campaigns.
If you’re a nonprofit organization, press releases serve as an invaluable tool for raising awareness, promoting in-person or virtual events, and communicating your impact. They can even be used to call the community to action, helping to drive donations and volunteer efforts that are vital to your nonprofit’s success.
Importance of Knowing How to Write a Press Release
Though often overlooked, press releases are an essential component of a business’s communications strategy. A well-written press release calls positive attention to your business in a way that resonates with your target audience and adheres to journalistic standards.
How to Write a Press Release
Before you begin, keep in mind that with a press release, you’re communicating a piece of news, not promoting a product or service. Stick to the facts. With the exception of the expert quote (more on that later), your press release should be free of marketing speak, opinions, and emotion.
Start by nailing down your angle. To do this, ask yourself the following questions using the ‘5 Ws and H’ framework:
- WHO are the key players? Are any other parties involved? Who does this news affect? Who can benefit from this information?
- WHAT is the big news?
- WHY did it happen, and why is this important?
- WHERE is this news happening/geographical area/location of business?
- WHEN did or will it happen?
- HOW did it come about?
With the core elements defined, it’s time to start writing. The hard part is done. Because press releases tend to follow a cookie-cutter format, all that’s left to do is fill in the details (in complete and cohesive sentences, of course).
Here are the essential components:
- Timing: At the top of your release, clearly indicate whether it is ‘For Immediate Release’ or ‘Under Embargo’ (to be released at a later date). If the latter, specify the exact date the information can be publicly disclosed.
- Title: The title should clearly state the crux of the news, grab the attention of your audience, and compel the reader to read more.
- Subhead: Elaborate on the headline with a subhead that provides additional insight or highlights a key element of the news. This should further intrigue the reader and succinctly present the core message or consequence of the announcement.
- Intro: Start with the date and location of your release, followed by a high-level announcement of the news. This is typically two sentences.
- Details: Expand on the details of the news with background information that adds more color and context.
- Expert quote: Include a two- or three-sentence quote from a key figure in the company or relevant party to provide insight or reinforce the main message of the release. This is where you can add more of the human element, including opinions, feelings, or anything you want to say about your company as it relates to the story.
- Additional information: Add any tertiary details that may be relevant, such as upcoming events related to the announcement or links to further resources for in-depth information.
- Boilerplate: Conclude your release with a succinct paragraph about your company. Think of this as a simplified version of the “about” copy from your website.
- Contact: Provide clear contact information, including the name, phone number, and email address of the primary contact person within your organization. This ensures that journalists or interested parties can easily reach out for additional comments or questions.
Need a jumping-off point for your next announcement? Download our free Press Release template to get started!
Paradigm Marketing and Design: Your Press Release Pros
Writing a press release doesn’t have to be overly complicated, but it does require a bit of strategic thinking and attention to detail to ensure your news is communicated effectively and reaches the right audience. Not sure where to start? Paradigm Marketing and Design can help. Contact us for a free consultation to learn more about how a press release can boost your brand’s visibility, enhance your SEO efforts, and establish your business as a leader in your industry.
About the Author
Stephanie Young is a seasoned Content Strategist with Paradigm Marketing and Design, where she helps clients boost their brand image, drive engagement, and increase conversion rates through the development of unique and persuasive messaging that is meaningful to their audience. Her sweet spot is turning complex internal jargon into real-people language that educates, informs, and compels audiences to take action.
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