As a CommPRO reader, we know you’ve issued press releases before—some have garnered attention, while others have faded into the background. You also know that press release distribution remains a cornerstone of an effective public relations program. 

For many companies, issuing press releases is essential for disclosure and compliance, and for others, it’s a reliable method to disseminate news. However, with thousands of businesses distributing press releases daily, it’s easy for your message to get lost in the noise. Here are some strategies to help your press release stand out and maximize its impact.

1. Create a Compelling Headline

A compelling headline grabs attention and encourages further reading. An effective headline should highlight a significant change or noteworthy event. Support this with a subhead that provides additional intriguing details, enticing the reader to delve deeper. Successful headlines and subheads should be:

• Attention-grabbing

• Supported by an interesting subhead

• Followed by key highlights in bullet points

2. Add Visuals to Tell Your Story

Including visuals such as photos or infographics can make your announcement more engaging. Visuals help bring stories to life, making them more memorable and impactful. An effective press release with visuals should:

• Bring your story to life

• Highlight key facts

• Promote upcoming events

3. Use the Inverted Pyramid Writing Style

The inverted pyramid style ensures that the most crucial information is presented first, followed by supporting details. This writing style is especially useful for busy journalists and readers who need the essential facts quickly. A well-structured press release using this style:

• Presents essential information upfront

• Follows with supporting facts

• Includes quotes from key individuals to add credibility

4. Execute Executive Announcements Effectively

When announcing new executive appointments, start with the individual's name and role, followed by relevant background information. Including quotes from both the hiring company and the new executive can make the announcement more engaging. Effective executive announcements should:

• Open with the new executive’s name and role

• Include relevant background information

• Feature engaging quotes

5. Announce New Products or Solutions Clearly

Clearly announcing new products or solutions involves stating the news upfront and explaining its significance. Providing additional details and quotes from experts adds credibility. Effective product or solution announcements should:

• Place the news front and center

• Answer the who, what, when, where, why, and how

• Use quotes from subject matter experts

• Include both partners’ boilerplates when collaborating

For an effective press release, keep it succinct and ensure perfect spelling and grammar. Craft compelling headlines and subheads to grab attention and follow the inverted pyramid style by presenting the most important information first. Answer the essential questions: who, what, when, where, why, and how, and back your claims with data or statistics to enhance credibility. Use bullet points and bold text to highlight key information, and include quotes from subject matter experts to build trust. Avoid overly promotional language; instead, focus on factual content. Offer visuals to make your release more engaging and impactful. By adhering to these best practices, your press release stands a better chance of catching a journalist’s eye and achieving the desired impact.

Download the free eBooks, “How to Be More Strategic with Your Press Releases“ and "How to Improve Your Media Outreach" available from Notified.