Press Release Writing: What you need to know to create a professional press release

A press release is a formal announcement disseminated to media outlets, aiming to inform the public about significant events, product launches, or other noteworthy developments within an organisation. Crafting an effective press release is essential for capturing media attention and conveying your message accurately. This guide outlines the key components and best practices for creating a professional press release.​

1. Understand the Purpose of a Press Release

A press release serves to notify journalists and media entities about newsworthy events, facilitating accurate and timely public dissemination. It's a strategic tool in public relations, designed to generate media coverage and inform the public about significant organisational updates.​

2. Essential Elements of a Press Release

A standard press release comprises several critical components:

• Headline: A concise and compelling title that summarises the announcement.​

• Subheadline (Optional): Provides additional context or a secondary angle to the main headline.​

• Dateline: Includes the release date and originating city, establishing the timing and location of the news.​

• Lead Paragraph: Addresses the five Ws- who, what, when, where, and why- offering a succinct overview of the announcement.​

• Body: Expands on the details, incorporating quotes, statistics, and pertinent information to support the announcement.​

• Boilerplate: A brief "about" section that provides background information on the issuing organisation.​

• Contact Information: Details of the person media representatives can reach out to for further information, including name, phone number, and email address.​

Image: Courtesy of Prowly

3. Crafting an Effective Headline

The headline is the first impression of your press release. To make it impactful:

• Be Specific and Direct: Clearly convey the essence of the announcement.​

• Use Active Voice: Engage readers with dynamic language.​

• Keep It Concise: Aim for a headline length of 10 words or less.​

An effective headline captures attention and encourages further reading.​

4. Writing the Lead Paragraph

The lead paragraph should immediately address the core details of the announcement:​

• Who: The individuals or organisations involved.​

• What: The event, product, or development being announced.​

• When: The timing of the occurrence or release.​

• Where: The location relevant to the announcement.​

• Why: The significance or purpose behind the announcement.​

This approach ensures that journalists quickly grasp the newsworthiness of the release.​

5. Developing the Body Content

The body provides detailed information supporting the lead paragraph:​

• Elaborate on Key Points: Offer additional context, background, and specifics about the announcement.​

• Include Quotes: Incorporate statements from key stakeholders to add credibility and human interest.​

• Provide Supporting Data: Use statistics or factual information to substantiate claims.​

Organise the content in descending order of importance, a structure known as the inverted pyramid, to ensure essential information is prioritized.​

6. Crafting the Boilerplate

The boilerplate is a standardised section that offers a brief overview of your organisation:​

• Company Overview: Summarize the organisation's mission, history, and key offerings.​

• Unique Selling Points: Highlight what differentiates your organisation from competitors.​

This section provides journalists with necessary background information, facilitating accurate reporting.​

7. Providing Contact Information

Ensure that media representatives can reach out for additional details:​

• Designated Contact Person: Name a specific individual responsible for media inquiries.​

• Contact Details: Include phone numbers, email addresses, and, if applicable, social media handles.​

Clear contact information fosters open communication and encourages media engagement.​

8. Formatting and Style Considerations

Adhering to standard formatting enhances readability and professionalism:​

• Use Professional Letterhead or Logo: Brand the press release with your organization's identity.​

• Maintain Consistent Font and Spacing: Use a clean, legible font and appropriate spacing.​

• Limit Length: Aim for 400 to 500 words, keeping the content concise and focused.​

Proper formatting ensures that your press release is taken seriously by media professionals.​

9. Common Mistakes to Avoid

To maintain the integrity and effectiveness of your press release:​

• Avoid Jargon: Use clear, straightforward language accessible to a broad audience.​

• Refrain from Hyperbole: Stick to factual information without exaggerated claims.​

• Ensure Accuracy: Double-check all facts, figures, and names for correctness.​

Being mindful of these aspects preserves credibility and fosters trust with media outlets.​

10. Distributing the Press Release

Once your press release is finalised:​

• Identify Relevant Media Outlets: Target publications and platforms that align with your announcement's content.​

• Use Press Release Distribution Services: Consider utilising services that specialise in disseminating press releases to a broad audience, such as us here at Soundwire Music PR

• Leverage Personal Media Contacts: Directly send the press release to journalists or editors with whom you have established relationships.​

Strategic distribution maximizes the reach and impact of your press release.​

Conclusion

​Crafting a professional press release is a vital skill for effectively communicating significant news and announcements to the media and the public. By adhering to a structured format and focusing on clarity, relevance, and accuracy, you can create compelling press releases that capture attention and convey your message effectively.​

For a visual walkthrough of the press release writing process, consider watching the following tutorial:​