Write a press release worth reading
Listen, there’s no secret formula for writing a press release. The press releases worth reading are those you send to journalists who you’ve built a strong and valuable working relationship with; meaning, journalists who have found constant value in the information you provide them. But if you’re establishing a new working relationship with a journalist, here are my recommendations for writing a press release..
Find ways to keep it relevant with a news or trending topic
This is extremely important and should be considered early in the press release writing process. Here’s why: journalists identify their reports by considering what timely topics are the most impactful and how they can best inform the public on the issue at hand.
For example, in early January, across all major news networks, you’ll see reports on healthy eating, exercising, and how you can take small steps to improve your well-being. The “new year, new me” mentality is on everyone’s mind and that's why it's a relevant topic in January. It’s not rocket science.
So, before drafting your press release, watch the latest headlines and what topics are driving social media conversations - Twitter is a great tool for this.
Add multimedia to your press release
In your press release, you’re essentially selling a story. It’s your mission to convince journalists to open your email and hook them in the first 5 seconds. The truth is that you can’t always rely on words to explain why a pitch is newsworthy, you should show them why.
Got photos? Good! Video or b-roll? Even better. But think outside the box with embedded gifs, Instagram reels, or Tiktoks! These visual elements can contextualize your pitch and make it worth engaging with.
Spice up your headline
Journalists will likely read the headline of your press release and decide if it’s worth continuing. And remember, they receive dozens, if not hundreds, of press releases a day. Make yours stand out! Hell, make it sexier than the press release itself. Keep out the jargon and make it the subject of your email.
I tend to write my best headlines after writing the press release. It forces me to use creativity and think of new ways to share the message in just a few words.
Keep your press release to a single page
Being on the receiving end of press releases, I can tell you that journalists will not spend a lot of time reading press releases, especially those that are 3-4 pages long. You do not need to squeeze every single piece of the story in your press release - it’s the reporter’s job to tell the whole story.
In some cases, it will be impossible to keep your press release to a single page but try to fit it in no more than 2 pages!
Keep quotes brief, to the point and from the heart
Something that makes me cringe is when I see politics begin to play a role in press releases and suddenly, I’m forced to include quotes from 4-5 people. This is so unnecessary! In most cases, there should be 2-4 quotes from 1-2 people. Not everyone involved needs to be quoted in the press release. It’s overkill, trust me.
When including quotes, keep them interesting and heartfelt. Depending on the subject of the press release, keep the quotes about the potential impact and change around your announcement.
Add a personalized message with your press release
If you’re crafting a press release for a smaller specific media audience, consider writing a personalized message to the journalist introducing yourself and why you think the press release would be of importance to them. Or, if it’s a journalist that you have a good relationship with, consider writing a nice hello message to accompany your press release. This helps maintain healthy, personal relationships with your media contacts.
