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How to write a press release

By Kes Cross, Editor

Your client has emailed you with an urgent brief. They’re about to launch a new product or break some important company news and they want you to write the press release. So what is a press release, and how do you put one together that will make journalists sit up and take notice and, hopefully, report your client’s story in full?

What is a press release?

Let’s take a look at what exactly constitutes a press release first. Unlike an article, a press release is bias towards your client’s product, company or viewpoint. It is designed to grab the attention of journalists who will then go on to use the release as the basis for a more in-depth article. So it has to be short, to the point and stuffed full of relevant information. If we take the example of a new product as our basis, there are a few simple facts that your target audience is going to want to know:

• Who is the client?
• What is the product?
• Why is it so special?
• How is it different from everything else on the market?
• Where can a customer buy one?

So the simple ‘what, where, who, why and how’ rule applies. These are all points that need to be answered briefly, concisely and in a way that engages the end user (the journalist) sufficiently to encourage them to pass that information on to their readers in turn.

The trouble is that journalists receive literally hundreds of press releases every day, and each one claims that XYZ is the greatest thing ever, that Company ABC has developed a revolutionary new technique or has significant information to pass on, etc. Inside tip – 98% of press releases get ‘spiked’ or, in today’s modern communications system, the email gets deleted without even being read. So rule number one before you even start writing your press release is:

• Make sure it goes to the right people.

As a writer, this is not normally your responsibility, but have an understanding of the area you are writing about and you will understand what kind of journalists will be reading your press release. By considering who the release is being sent to, you can alter your style and content to make sure it engages them sufficiently to encourage them to take it further and not hit the delete button.

Structuring your PR

The opening paragraph has to convey as much information in a maximum of two sentences, so make every word count. That opening paragraph will determine whether your recipient reads on or if they delete there and then. So in two lines, you have to tell them who the press release is from, why they’re taking the time and trouble to send the release out (the purpose of the release) and enough of a hook to keep your recipient reading. An example would be:

“XYZ, the UK’s biggest online supplier of high end technology, is delighted to announce the launch of their latest product, ABC. The ABC, which incorporates a revolutionary new design that makes it five times faster than its nearest competitor, is set to push forward the boundaries of technology and make information gathering easier, quicker and more cost effective for business users.”

In those two lines, you’ve told your reader who the company is, you’ve given them some credentials in mentioning their position in the marketplace, the product itself and why it’s so good. So in your opening paragraph you have already covered ‘who, what and why’. The remaining body of the press release can then cover the ‘how and where’, giving more details of the product, how it works, why it’s better than anything else on the market and where people can get one.

Pitch and putt

Most press releases are sales pitches, but that message has to be putted in the right direction to garner the right response. One of the strongest tools you have as the writer is to include quotes extolling the virtues of the product and giving a little more credence to the overall pitch. These quotes may not always be supplied, so it may be up to you to ‘make something up’ and then add a name onto the quote. Rule number two:

• Make the quote count

Oh, and rule number three:

• Make sure you spell their name right.

If the quote’s coming from a managing director, don’t use a casual language style that would be inappropriate for someone in that position, so no “It’s AWESOME, dude!” Keep it professional. If your quote source is a high-ranking member of the company, then use a tone that’s appropriate to their position. If necessary, do a little background research on the company and see what kind of tone they’ve used in previous releases.

The devil’s in the detail

With a press release, you will normally be supplied with key information that the client wants to put across. Make sure that every detail is included in the press release. Bullet points are an excellent way to get across details, and journalists like bullet point lists – it makes their job much easier. At the end of your press release make sure that contact details are included under the ‘Notes for Editors’ section. This should include the contact details of the person quoted in the release, the company’s web address and contact details and a short description of the company itself.

And to finish? One simple word…

ENDS.

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