How To Write the Best Press Release in 5 Steps

Press releases have, and always will be, the public relations golden ticket to media coverage. It's no doubt that these little documents have evolved over the years, but even with new additions, they will always remain an essential part of  industry communication.

Without a solid press release, it's difficult to get media coverage and foster media relations. So, how do you know if yours stands true to industry standards? Try out these five steps (plus a bonus one) and read-up on key terms used in the PR industry before you begin! Before you know it you'll be on your way to creating releases that journalists open, read, and actually appreciate.

1. Use Proper Formatting

Just like an English paper, press releases have specific formatting. Here are a few critical components to include:

• Headline (and sub-header if appropriate) - More on this below, but don't be boring with this one!
• Location - Start the first paragraph with the location of the news in bold (i.e. MINNEAPOLIS, MN -).
• Date - Always include a date of release; typically this is done in APA format (Mon. day, year). If it is an urgent matter, include "FOR IMMEDIATE RELEASE" in the upper left corner of the page
• Boilerplate - This is the "about us" paragraph for your company to give a high level overview of what you do. It can also be replicated in future releases.
• End Notation (###) - This is to inform readers that there is no additional content/copy. 
• Media Contact Info - Always include contact information for the person you want media to get in touch with. Include first and last name, company, job title, phone number, email, and social media channels.

If you're looking for examples on how to write a press release using appropriate formatting, check out our Leighton Interactive Newsroom here. Or, you can use these examples from The Balance and HubSpot.

2. Craft a Catchy Headline

When you’re reading a newspaper or magazine, what makes you want to read an article? A catchy headline. Journalists and reporters get hundreds of press releases a week, so it's even more important to create a headline that is informative, captivating, and encourages curiosity. Consider using a statistic or number in your headline and make sure it relates to the information in the press release.

3. Answer the five "Ws" 

The five “Ws” – who, what, when, where, and why. Journalists are busy people, so get to the point right away by answering these five Ws in the first paragraph of your press release. The rest of the paragraphs in the body should support and expand on your five Ws, but they should not provide new information that isn't stated in the first paragraph.

4. GET TO THE POINT

Did you know that journalists typically spend less than one minute reading a press release? That means you better get to your point quickly and make sure it's interesting. Research suggests that PR pros should aim for 400-500 words of copy and use numbers/quotes when they can (and when it makes sense). You should also try to include keywords for optimization, eliminate your opinion on the topic, and write in the third person. These tactics should keep you on track and help you get to your point quicker and more effectively.

5. Befriend Multimedia

The world's leading PR software, Cision, states that when a press release includes photo, video, AND other media it increases views by nearly 77 percent (when compared to text only).

Don't forget this detail! Journalists want to read (and watch) interesting content. Instead of boring them with text, you should wow them with media. Some types of media could include:

• Project or Biography Photos 
• Video Quotes/Interviews
• Infographics
• Sound Clips
• Downloadable Documents (i.e. PDF, Excel, etc.)
• Downloadable Offers (i.e. Research, Case Studies, etc.) 

6. GET PERSONAL (BONUS STEP!) 

After completing steps 1-5, your work isn't over yet. Getting personal is a simple (but essential) step to execute when sending your press release to media. Providing personal touches and exclusivity is a great way to show a journalist that you genuinely care about them and their organization.

For this step, address the journalist or reporter by first name and introduce the topic of your release. Explain why/how it is relevant to the journalist's media outlet, their beat, and most importantly their readers. If you can't answer those, it's time to go back to square one and ask yourself why you are writing this press release and why you are sending it to that contact.

Last but not least, remember that practice makes perfect! Keep these six steps in your back pocket, stay current on PR trends and changes, and soon writing the perfect press release will become second nature.