How to Write a Professional Press Release
Vilan (vē-län) Trub, Marketing Content Lead, Business WireThis article details exactly what content should populate a press release and where it should be found within the release. Use the following as a template and make sure to amplify its message through the use of a commercial newswire such as Business Wire.It's important to remember that while subheadlines are terrific for outlining your news release’s key points, they are not seen by the reader until the news release is clicked on. Make sure your news release headline showcases the full impact of your news to increase the open rates and usage of your release.Create an Intriguing Headline That Lets the Reader Know What the Release is AboutSubheadlines are not seen by readers until the news release is opened so include all pertinent information in the headline
CITY, STATE (or CITY, COUNTRY) – Start the release by stating the brand making the announcement and the news being announced. Make sure to include hyperlinks to all official websites. Journalists rake through countless emails every day so it’s important to fill them in on the newsworthy content of your announcement right away to let them know if this release fits in with their beat.
Explain the industry effected by the announcement and what the targeted audience can expect from this news.“Include a quote that highlights the benefits of this announcement for the brand’s targeted audience and what the brand hopes to accomplish,” attribute this quote to a decision maker at the organization who had influence in the news being announced and state their role.Offer background details about the brand behind the announcement, some recent accomplishments and brief details sourced from the company’s mission statement.“Include a second quote that goes into more detail about the announcement and what led to it, expected results,” attribute this quote to someone with the brand who intimately knows the details surrounding the announcement.OR, if the announcement is regarding a partnership:“Include a quote describing the benefits of this partnership both for the two organizations as well as clients and customers,” attribute this quote to someone from the other brand.Conclude the release by including final details such as websites, social platforms such as Facebook, Twitter and other accounts.ABOUT THE BRANDInclude a company boilerplate describing the company history and highlights.CONTACT INFORMATIONInclude contact information of someone who will be responsible for handling media inquiries.This is what a press release should look like and standard lengths range from 500-1000 words. It’s important to also include multimedia such as images and video and a logo that links to the company page. Digital technology has transformed the way people consume news making multimedia an expected asset. Providing a high quality image or video will help amplify your message and impact reach. A press release is news and journalists need to be engaged in order to cover your story so focus on the newsworthy aspects of your announcement. With the right targeting and distribution you’ll be reaching interested parties covering your beat so give them what they’re looking for.Also make sure to utilize Business Wire's included social media tools as well as selecting applicable hashtags and cash tags.
