How to Write a Press Release: Structure, Tips, and Format

April 2, 2024 Richard Laermer PR Advice

In the constantly changing media reality we live in, a well-written press release remains a useful tool for businesses and organizations to help spread their stories and get noticed – just as it always has been.

The press release, with its limited space of no longer than a page, is challenging to write. Journalists and reporters are flooded with communications, so if you don’t manage to capture their attention at first glance, you won’t be noticed at all.

In this article, we will go through how to write a press release using conscious language, clarity, and a touch of flair. Intrigued? Keep reading to learn how to do it.

What Is a Press Release?

A press release is an official statement made to announce something newsworthy to the public.. It can be shared across websites, social media platforms, and digital news sources.

Structure of a Press Release

While creativity and innovation are always welcome, a well-written press release follows a classic tried-and-true format. Its key components are:

Headline

A good headline can tempt journalists and readers to go deeper into your narrative. Look at it as your only chance to make a first impression.

Tip: Use powerful and active language, and avoid jargon that could confuse readers. For instance, “Revolutionary New Product Redefines Sustainable Living” uses active, bold language instead of “Company X’s Paradigm Shift in the Ecosphere” which sounds unclear.

Dateline and Lead Paragraph

The dateline states the time and location where the article was written whereas the lead paragraph.is a summary that makes readers want to learn more.

Tip: The lead paragraph should answer the who, what, when, where, and why of your story in clear language.

Body Content

The body of your press release is where you bring your story to life, expanding the foundation laid in the lead paragraph. Organize your content logically, adding in relevant details and information where necessary. Clarity should be your guiding principle.The most vital information should take center stage.

Tip: Break up dense paragraphs with subheadings, bullet points, or quotes to make the content more scannable and digestible.

Contact Information

This section should include information such as the name, phone number, email address, and website of the author.

Tip: Double-check the accuracy of your contact information and consider including social media handles or a dedicated press room URL.

What Is a Boilerplate and How to Write a Good One

Think of the boilerplate as an “About” section that lets readers know more about you, the writer. It should include your history, mission, and any other key details. The boilerplate is found at the end of the document.

Here are a few tips to keep in mind when writing your boilerplate:

Make sure your facts are relevant: Collect all the latest statistics and information about your business. Often, numbers convey more than words do.
Pick your angle: Decide what makes your company shine – maybe it’s your legacy, cool culture, money moves, or industry domination, and state it.
Keep it real: Search for the balance between showcasing your products authentically and communicating your brand’s values and mission.
Simplicity is the key: Leave out the jargon and keep it tight. Showcase your company as a top player in its industry.

How to Write a Press Release In 2024

Following the simple, classic structure might seem like something anyone could do.

While this is true, the real question is how to write a good press release that truly will push the editors to move your message forward to their audiences.

Here are some essential tips to help you craft a press release that resonates in today’s world:

Tailor to Target Audiences

Understanding your target audience is the key to crafting a message that truly resonates. Adjust your language and tone to align with the preferences and interests of the readers you aim to reach. Think about the different platforms and media outlets and what works well on each one.

Optimize for Search Engines

As your document will most likely be published in its original form, optimizing it will improve its chances of being discovered by your target audience. Don’t forget to add relevant keywords and/or phrases in the headline, lead paragraph, and body.

Be Authentic and Transparent

Resist the temptation to exaggerate or employ hyperbolic language, as these practices can damage your reputation. Instead, focus on presenting accurate, honest information that builds confidence.

Leverage Artificial Intelligence

As technology continues to shape the landscape of communication, the integration of artificial intelligence (AI) presents exciting opportunities for press release writers. You can even use a tool like ChatGpt to write the release for you, but be prepared to edit, rewrite, and adapt it until it reflects your voice.

Use Inclusive Language and Representation

Use inclusive terminology and avoid biased or insensitive phrasing that could alienate people. Highlight different perspectives and voices as well.

Promote Sustainability and Social Responsibility

Use the opportunity to share updates on your green initiatives and practices. Show the world that you are a socially responsible company committed to positive changes.

What Is a Press Release Kit (And How to Make One)

While a traditional press release shares news, a press release kit takes things a step further by adding additional material and information. The kits are typically used for major news like product launches, event announcements, and rebranding activities. Their goal is to help journalists and influencers to cover your story more effectively.

So how do you put together an awesome press release kit?

First, you’ll want to include the main press release. This is the hook that contains the key who, what, when, and where details.
Secondly, add high-quality multimedia such as photos, videos, graphics, etc. Such assets provide additional context and depth to your story, making it more interesting and shareable across various platforms.
Next, an informative backgrounder is a must. This gives journalists a solid overview to understand the credibility behind the announcement.
Consider including a Q&A document that anticipates potential questions.
Don’t forget to include logistical details like contact info for follow-up inquiries as well as any supplementary fact sheets or data that provide depth.

When it’s time to distribute your kit, there are digital newswire services that can do that with a simple click – a good time-saving alternative to personally emailing it to individuals.

Wrap Up

Knowing how to write a press release means that you know how to find the balance between strategic planning, creativity, and adaptability. Take time to perfect the fundamentals of the structure, and experiment with technologies such as AI to free the full potential of this classic tool in 2024.