A well-crafted press release can be a powerful tool for businesses to generate buzz, attract media attention, and make the most of a wider, organic reach.
When done right, new press can certainly reach a wide audience and attract new interest.
However, it’s crucial to follow a strategic approach to ensure your press release stands out from the crowd. In this blog post, I’ll be guiding you through the essential steps of writing an impactful business press release that will capture the attention of media outlets.
Start with a Compelling Headline:
The headline serves as the first impression of your press release, so make it captivating and concise. Clearly convey the newsworthy angle of your story in a way that grabs attention. It should be informative, engaging, and encourage the reader to continue reading.
Craft a Strong Opening Paragraph
The opening paragraph must answer the essential questions: who, what, when, where, why, and how. Keep it succinct while including the most important details. Journalists are busy, so make sure the first paragraph provides a clear summary of your announcement.
Develop the Body
The body of the press release should expand on the key information. Include relevant quotes from executives or stakeholders to add credibility and human interest. Incorporate facts, statistics, and supporting details to back up your claims. Make sure the content is well-organized, easy to read, and flows logically. 200-250 words is plenty.
Focus on the “Hook”
To make your press release stand out, find a unique angle or hook that will captivate the media and their audience. It could be a groundbreaking innovation, a significant milestone in your business, or an interesting industry trend. Provide context and explain why your announcement matters.
Incorporate Relevant Multimedia
To enhance the visual appeal and increase the chances of media outlets picking up your press release, include high-quality multimedia assets. Attach relevant images, videos, infographics, or other visual content that complements your story. Ensure the files are properly labeled and easily accessible.
Include Contact Information
At the end of the press release, include the contact information of a designated spokesperson or media relations representative. Provide their name, email address, and phone number to facilitate follow-up inquiries or interview requests.
Optimise for SEO
Incorporate relevant keywords throughout your press release to increase its visibility in search engine results.
Consider the phrases and terms your target audience may use when searching for related information. However, avoid excessive keyword stuffing and focus on delivering valuable content.
Proofread and Edit
Before sending your press release to media outlets, proofread it carefully to ensure it is error-free.
Check for spelling mistakes, grammar errors, and formatting inconsistencies. Consider seeking feedback from colleagues or hiring a professional editor to polish your press release.
Distribution Strategy
Identify relevant media outlets, both traditional and digital, that align with your target audience and industry.
Research the preferred submission methods and follow their guidelines precisely. Some outlets may require an exclusive or embargoed release, so be sure to respect their requirements.
Writing an effective business press release requires a combination of storytelling, concise information, and strategic distribution.
By following these steps, you can maximize your chances of capturing the attention of media outlets and successfully promoting your brand. Remember to adapt your writing style to suit different platforms and maintain a professional tone throughout. With practice, you’ll become proficient in crafting compelling press releases that engage journalists and amplify your business message.
About the Author
Catherine Jarvis Clothier is a digital marketer and online presence specialist living and working in Kent, UK. She has worked in unusual UK businesses for over 10 years across the South of England, particularly in automotive and therapy-based enterprises. Catherine specialises in social media, SEO and web design. She can be contacted here for online business consultations.
