What to Include (and Avoid) in a Press Release

  • By: mvadmin
  • Date: April 9, 2022
  • Time to read: 3 min.

Writing a press release is an excellent way to get your business or event into the news without buying advertising, but there are things to keep in mind if you want to get it read.

There are many ways to advertise your business online; however, a news release service, also known as press release distribution, could help you out if you have a story. This can help in several ways: more website visitors to your website, the brand name of your business can be increased, possibly help to improve your search engine rankings.

6 Things to Keep in Mind When Writing a Press Release

  • Pitch a Relevant Story. How does this relate to the type of topic that my readers care about?
  • Make the Critical Information Easy to Find. Put the contact info right up top, followed by a sentence or two summarizing what it’s about. The Five Ws are critical.
  • Max out Your Subject Field and Headline. A catchy subject line without overselling. And then get to the point.
  • Think Like the Audience. Know the publication or website, and write for that audience.
  • Make It Topical. Attempt to tie in a company’s news, whenever possible, with a regional or national trend, but don’t stretch facts.
  • Keep Trying. If you’ve pitched a relevant story, maybe the person who received it is overworked. Persistence is usually a good method.

8 Reasons Why Journalists Ignore Your Press Release

  • The Subject Header Isn’t Appealing. Journalists are busy and can receive dozens of press releases a day, make your headline compelling and to the point without being too clever, e.g. puns or wordplay.
  • You’ve Buried Your Key Point Isn’t Appealing (known as the “top line” in journalism). Put your key point or takeaway up top, not buried near the end.
  • It’s Too Long or Wordy. You should be able to sum up your story in 10 words. An effective way to think of it is how would a news TV announcer would introduce your topic, i.e. “After the break…Why you should never eat lunch at your desk.”
  • It Sounds Too Much Like a Sales Pitch. Journalists are looking for a story, not covering your company. When writing, ask yourself if anyone outside of your business would be interested in what you’re saying. How would it help them solve a problem or make their day easier?
  • It’s Full of Jargon. Just use plain English and avoid big words and anything that makes it sound like a university essay if you think you were telling a friend (or even a child) about the story.
  • Your Quotes Are Boring. Quotes aren’t for statistics. And they should tell a story and use visual imagery and anything that appeals to the senses to bring the story alive.
  • Not the Right Publication. Finally, make sure you’re sending it to the right kind of media outlet. Websites on car accessories probably don’t cover pet accessories much.
  • Avoid Stereotypes. Don’t assume the reader is male or the media outlet’s target customer.

If you’re looking to have a press release written, a company like NewswireNEXT can help your prepare and distribute one.