Introduction:

Craft a Compelling Press Release: Write a well-written, concise, and engaging press release that communicates your news effectively. Use an attention-grabbing headline, provide clear and relevant information, and include quotes, statistics, or multimedia elements that enhance the story.

General Guidelines for creating a Press Release:

Adhere to standard press release guidelines, including proper formatting, word count, and inclusion of relevant contact information. This makes it easier for journalists to quickly understand and use your press release.

The ideal word count for a press release typically ranges between 300 and 500 words. However, it’s important to note that the length can vary depending on the complexity and significance of the news you are announcing.

Press releases should be concise and focused, providing essential information in a clear and compelling manner. Journalists and reporters receive numerous press releases daily, so keeping your release within this word count range increases the likelihood that it will be read and considered for coverage.

If your press release exceeds 500 words, consider reviewing it to ensure that the information provided is essential and directly relevant to the news you are announcing. Trim any unnecessary details or background information that might dilute the impact of your message.

Use a word document to create your press release to either save and email or to copy and paste into a template using a paid media contact database platform.  You can search online for an “example press release template” (example: https://www.smartsheet.com/press-release-templates).

Formatting and Style:

1. Use a Standard Font: Stick to a clear, legible font (such as Arial, Times New Roman, or Calibri) in a reasonable font size (typically 10-12 points).
2. Double-Spaced: Use double-spacing between lines to make the press release easier to read and edit.
3. Include Contact Information: Repeat the contact information (name, title, phone number, and email) at the end of the press release.
4. Use Proper Grammar and Punctuation: Proofread your press release carefully to eliminate errors and ensure correct grammar, punctuation, and spelling.

Tips for a concise and engaging Press Release:

1. Start with a Strong Headline: Craft a compelling headline that grabs attention and summarizes the essence of your news. Use strong and descriptive language to create intrigue and entice the reader to continue reading.
2. Stick to the Key Points: Focus on the most important aspects of your news and avoid unnecessary details or tangents. Answer the essential questions of who, what, when, where, why, and how in a concise and straightforward manner.
3. Use Clear and Concise Language: Write in a clear and concise style, using simple and straightforward language. Avoid jargon or technical terms that may confuse or alienate readers who are not familiar with your industry.
4. Keep Sentences and Paragraphs Short: Break down your content into short, digestible sentences and paragraphs. This improves readability and makes it easier for readers to scan through your press release quickly.
5. Use Bullet Points or Subheadings: Consider using bullet points or subheadings to highlight key information or present data in a more organized and scannable format. This helps readers quickly grasp the main points and find the information they are most interested in.
6. Include Quotes: Incorporate quotes from relevant individuals or key stakeholders to add credibility and a human touch to your press release. Quotes can help provide insights, opinions, or personal perspectives that make the news more relatable and engaging.
7. Provide Supporting Facts or Data: Use facts, statistics, or data to back up your claims and strengthen the impact of your news. However, be selective and include only the most relevant and compelling information.
8. Be Specific and Avoid Fluff: Avoid using unnecessary adjectives, hyperbole, or excessive promotional language. Stick to the facts and focus on what makes your news unique and newsworthy.
9. Edit and Revise: After writing your press release, review it multiple times to eliminate any unnecessary words or repetitive information. Trim down sentences and paragraphs to make them more concise and impactful. Aim for clarity and brevity throughout.
10. Proofread Carefully: Finally, proofread your press release to ensure there are no grammatical errors, typos, or inconsistencies. A polished and error-free press release adds to its overall professionalism and increases the chances of capturing attention.

By following these tips, you can craft a concise and engaging press release that effectively communicates your news and captures the interest of journalists and readers.

Finding media contacts:

Personalize Your Outreach: Identify the publications that are related to the topic of your press release. Publications will be more likely to publish your message if it will connect or resonate with their readership. This is in contrast to a “shotgun” approach that just goes out to as many publications as possible. The goal of your press release is distribution, so focusing your email with your press release to publications that match your content will help with your message adoption.

Identifying Media Contacts: There are few options here to identify publications to send your press release to: manual search, identify publications within a media monitoring platform, or use a media distribution contact list.

• Manual Search: if your company has been contacted by a publication to create a story about your company or industry, then search your email inbox for these correspondences and create a spreadsheet for these contacts (publication name, contact name, and email address at a minimum).  You can also build your own contact list by searching publications you want, by locating the contact section of their website and looking for newsroom contacts.
• Filtered Publications: Using a media monitoring company you can filter your keywords to sort by publication and then filter further to find the publishers with the most reach or the most content matching your keywords.  This is a method to identify publications to target when compiling your own list or when you use a database company to distribute your press release.
• Paid contact database: There are a number of companies that provide searchable contact lists with filter options to locate and add the media contacts you want to your email press release.

Subject line of your email for your Press Release:

One of the most important elements when sending a Press Release is creating a subject line that has the highest level of success possible. Here are some helpful tips to create a clickable email subject line:

1. Keep it concise: Email subject lines should be short and to the point. Aim for a length of around 4-7 words or 40-60 characters to ensure it doesn’t get cut off in recipients’ email preview.
2. Highlight the news angle: Emphasize the newsworthy aspect of your press release. Use strong, action-oriented words to grab attention and convey the importance of the information you’re sharing.
3. Create curiosity: Spark intrigue and interest by leaving a sense of curiosity or mystery. Consider using a compelling question, a teaser, or a hint at something groundbreaking to pique the recipient’s interest.
4. Personalize when appropriate: If you’re sending the press release to a specific individual or organization, consider personalizing the subject line with their name or company name. Personalization can increase open rates and engagement.
5. Incorporate urgency (when relevant): If there is a time-sensitive aspect to your press release, such as an upcoming event or deadline, include that information in the subject line. Urgency can create a sense of FOMO (fear of missing out) and prompt recipients to take immediate action.
6. Use numbers or statistics: Including numbers or statistics in your subject line can make it more specific and compelling. Quantifiable data can capture attention and indicate the significance of the press release.

Distributing your Press Release:

Now that you have constructed, identified where you want your press release to go, and created a great subject line for your email, its time to send it out. Unless you are using a contact database platform for your Press Release distribution, you will be sending your press release from your work email system (note that you can use paid or unpaid email services to get open rate metrics for your emails).

Example email construction:

Dear [Recipient’s Name],

I enjoy your editorials, and appreciate your ability to keep your readers informed about topics in our industry.  Attached is an important press release from (your organization), that we believe will resonate with you and your readership.

Key Highlights:

1. [Highlight 1]: Solve critical [industry/sector] challenges.
2. [Highlight 2]: Unveil unique features that set us apart.
3. [Highlight 3]: Why its important to them or their readers.

We invite you to read the attached document and distribute it within your publication, if you see fit. We believe that this press release is important to the industry you write about, and will help you fill space within your publication on a topic that will connect to your core audience.

For more information or queries, please reach out.

Thank you for your time, and we value your support.

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

[Contact Information]

***Make sure you attach the press release document before you hit send.***