Writing an Effective Press Release: 8 Essential Points

A well-crafted press release should include essential elements, such as an attention-grabbing headline and clear, concise messaging that aligns with the target audience. It should also be strategically distributed to the right media outlets.
When writing a press release, it is essential to have a clear understanding of its objective. This includes knowing who the target audience is and how to measure the success of the release.
Before embarking on this process, it may be helpful to first understand what a press release is and why it is used.

A press release is a key tool for any organization that wants to communicate with the media. It can greatly assist in announcing new initiatives, promoting products or services, and generating positive media coverage to prevent and address crises. To make sure our efforts are worth it, the press release must be effective.

How, then, can you write an effective press release?

In 8 steps, let’s explore these points drawn from personal experience and discussions with other PR experts.

1. Define simple and clear objectives.

Before you start writing, it is important to define your objectives. What do you want to achieve with your press release? Do you want to announce a new product, generate leads, or simply increase brand awareness? Once you know what you want, you can write your press release accordingly.

2. Target your audience

It is important to determine who you want to reach with your press release. Are you aiming for journalists in your industry? Perhaps you want to engage with influential bloggers? Or do you want to reach a broader audience of mainstream consumers? Once you know who your target audience is, you can tailor your message and writing style accordingly.

3. Write a catchy headline

Your headline is the first thing people will see, so it needs to be catchy and make them want to read on. Use strong words and action verbs, and make sure your title is clear and concise.

4. Draft a punchy first paragraph

The first paragraph of your press release should be just as powerful as your headline. It should summarize the key points of your message and make readers want to read on.

5. Please, provide simple, clear, and concise information: people are busy

Go straight to the point! In the body of your press release, provide accessible, clear, and concise information about your message. Don’t forget to include all important details, such as names, dates and locations.

6. Do not hesitate to use quotes

Quotes can enhance the credibility and interest of your press release. Do not hesitate to include quotes from company executives, customers, or other experts.

7. Include a CTA a.k.a call to action

What do you want readers to do after reading your press release? Visit your website? Attend to your event? Replicate your message in the two-step flow framework? Contact you for more information?
Don’t forget to include a comprehensive call to action.
In the partnership setting, we would say “What is the key ask”?

8. Proofread carefully

Never underestimate the importance of quality control. Before submitting your press release, proofread it carefully for typos, grammatical errors, and layout. You may also ask someone else to proofread it for you. You could undermine your credibility and reputation, and add noise to your message.

By following these tips, you can write an effective press release that will help you achieve your communication objectives.

Here are a few additional resources you may find useful:

• In 2014, DE Brown and Rebecca Imre published A Guide to Creating a Press Release that will be Published, Re-published and Read by Your Target Audience. Write a Great Press Release is a very small book (under 100 pages) that will have you writing compelling press releases in no time.
• More recently, in 2023, Amanda M. Lee published the 23rd installment in the Avery Shaw Mystery series “Press Releases & Puff Pieces”. Although this book seems to be more of a fictional narrative involving press releases, it might offer an entertaining perspective on the subject.

Communication is context-dependent. Please feel free to share your experience and thoughts in the comment section below.