Lisa Dyson, Vice President and Senior Strategist
So, your company has an announcement they would like to make, and they have asked you to make that announcement via a press release. A quick Google search will tell you that your release should cover the Who, What, When, Where, and Whys, and you might even be able to track down a release template. That’s great; you’re well on your way! But allow me to offer a few tips and tricks that I have picked up throughout my years as a public relations professional. They might just help you craft a better release and make sure your announcement (assuming it’s newsworthy) gets heard.
4 Tips for Writing A Press Release
- 1. Remember to write the facts, not a 500-word commercial. A good question to ask yourself is, is it newsworthy? If it’s not, you’ll probably find yourself acting as more like an ad agency copywriter than a public relations professional. If you have a newsworthy story, it won’t be hard to share the facts without using overly flowery language and fillers.
- 2. Be human and conversational, but not fake. Journalists are human, and they want to know you have done your research and know what topics they cover. They do not, however, want you to act like you’re an old college buddy (unless, of course, you are). Skip the emojis and “how’s the weather” fillers and give them the info they need to create the content. I’m not saying you should write like a robot, but save the overly friendly banter for your personal contacts.
- 3. Use text formatting for emphasis. Make it easy to capture your dates, times, and locations by using bold, underlines, or italics. Increasing the scanability of your release increases the likelihood of it being read.
- 4. Don’t forget to include quotes: Try to have at least two quotes from relevant experts. Make sure your quotes sound like something a human would say and are factual and relatable.
Don’t forget THIS on Your Press Release
Never forget to include your contact information on your release. While this may seem obvious, I have heard many horror stories where journalists really want additional information to tell a great story but have no clue whom to follow up with to get the facts they need. Ugh, that hurts. Don’t be that person.
You’re Not Quite Finished After You Pitch Your Press Release
If you receive coverage as a result of your release, be sure to say thank you! Again, this might seem like common sense. But often times this simple act of appreciation can be overlooked. Plus, your mother would be proud.
You’re On Your Way to Writing a Press Release that Will Turn Heads
Well, there you have it. In addition to your Google research, you now have some tips and tricks of the trade! If you need additional guidance on crafting the perfect pitch, check out this blog to pitch like a pro and enjoy some pretty amazing Elle Woods gifs, too!
