- Make sure the topic is newsworthy.
When writing a press release, make sure there is a newsworthy reason or story behind the topic. Keep in mind the target audience and the angle that is suitable for them. Ask yourself if people would want to know about this topic. Press releases are often used to inform the public about your organization’s new hires, clients, or projects.
2. Include a catchy headline.
The title of the press release is crucial because you want people to want to know more. In order to get people to click on something, it has to grab their attention. A catchy headline is necessary to spike the reader’s interest.
3. Provide a strong lede.
For those who don’t know, the lede is the first paragraph of the press release. It should include the 5Ws and H: who, what, when, where, why, and how. This way, the reader knows all the essential information about the company or business, and they know the reason for the release.
4. Follow the inverted pyramid structure.
The first paragraph should be the lede, as mentioned. The inverted pyramid helps structure the rest of the release. After the lede should be the nut graf. Here you give basic details and information about the topic, how it will affect other people, or why they should care. The following paragraph can consist of possible experience and relevance. Quotes are also encouraged because they provide further perspective to the reader. Quotes can be from someone else within the company, like a CEO or CMO. The last paragraph can be about any additional relevant information. As always, make sure to include the boilerplate at the bottom of your release that details the basic information about your organization.
5. Check your grammar and style.
Be sure to proofread to avoid any grammatical errors, or have someone else look over it for you. Press releases should only be about 200-400 words; less often is more when it comes to writing a solid and informative release.
Jocelyn Szulborski, Account Associate