4 dos and 3 don’ts of writing a press release
Thea - Customer Support Agent
Last Update há 2 anos
When you write a press release, it’s best to follow traditional guidelines. If you want your newsworthy press release to be picked up by a media outlet, you should follow these suggestions.
Do consider the angle of your press release
Focus on how your announcement provides value to your target audience. That’s your angle (and your hook). When it serves people, it’s worth sharing. Conveying a clear perspective or angle will attract more press attention. Consider the outlet you’re sending your release to—a television station may respond to a different angle than a public radio station or a newspaper.
Consider how your story impacts the community. Is there any controversy around this event? Is there progress being made to address a specific problem? How might your press release evoke an emotional response from the reader?
Do include the five Ws
The five Ws are who, what, when, where, and why. This is the most important information in the press release. Important information should be shared early in your press release so that the journalist reading it doesn’t have to search for vital details, such as when and where the announcement or event is taking place and who will be there.
Do use keywords
If your press release is sent out by a distribution service, it will usually be searchable across the web. These distribution services also send your press release directly to journalists’ inboxes. Using keywords in your headline and summary will make your press release show up on search engines and make it easier to find key information.
Do hyperlink or source any references you cite
If you use any references in your press release, use anchor text to hyperlink the source. You might choose to reference data, quotes, or other information that needs to be cited. Journalists will often ask where you got your information or for the source of your data, so putting that information up-front will answer those questions before they’re asked.
Don’t go long*
Press releases should be clear and concise. Journalists don’t have time to read multiple pages, especially when they receive dozens of press releases a day.
*An exception to this rule includes press releases whose goal is to convey complicated and nuanced information, such as those announcing a medical study, a technological breakthrough, etc.
Don’t forget to edit
Press releases are formal, professional documents. You don’t want your press release to have any mistakes. Thoroughly revise and edit your release before sending it, keeping an eye out for typos, misspelled names, incorrect dates, and missing information.
Don’t be redundant
Each component of your press release is another chance to convey your angle and show that your event is newsworthy. Avoid making your headline, subhead, and first sentence the same. The paragraphs in your press release should each contain unique information and should easily flow together.