How To Write A Press Release For Your Business

The press release has long been an invaluable tool for companies of all sizes: a quick and efficient way to get the word out about a big merger, a change of personnel, a new product or service, etc.
How To Write A Press Release For Your Business

The press release has long been an invaluable tool for companies of all sizes: a quick and efficient way to get the word out about a big merger, a change of personnel, a new product, an exciting event or indeed any other piece of news that the organization finds worthy of publicity. Nonetheless, as with most communiqués, there is both a good and a poor way to write a press release; some will have the desired effect of generating attention or inspiring action, others will be read and forgotten or completely ignored. Come and think about it, some are remembered for all the wrong reasons – the result of unfortunate typos or a hectoring tone of voice that does nothing to endear you to the target audience.

In this blog post, I'm going to teach you how to put together a polished, effective press release for your small business: a snappy pitch that, far from triggering immediate deletion, induces journalists to take notice. But let me begin by answering a simple question:

Why do you need to write a press release?

Press releases are announcements that are shared with the media to create favorable news attention. After all, who doesn't want to create praiseworthy media coverage of their product or service? What company worth it's salt doesn't see the benefit of that brand awareness?

However, some corporations struggle to understand the importance of press releases, trying to concentrate instead on launching endless email promotions, posting on social media, and plowing funds into direct marketing.

Nonetheless, this omission may be a lost opportunity. After all, press releases–which usually have a word count of 300 - 400  – don't take long to put together and yet, if done well, they can generate leads, create buzz and help you forge ties with prominent media figures.

In short, press releases provide free publicity. With a wide variety of web sources, news outlets, forums, and other media that aim to publish useful, well-written content on a regular basis, there's no reason to sit down on your news story. Get the word out, and you'll easily make your company more noticeable.

When should you put out a press release?

Naturally, no business should churn out press releases like they’re going out of fashion. Even if what you’ve got to say is earth-shattering, you’ll quickly find yourself consigned to the Junk folder. The key is to write when you’ve got something of genuine value to convey or reveal. Have you just recruited a charismatic new employee? Sure, that’s worth a press release – particularly if said staffer has some pedigree. A business journal or similar publication would be delighted to publish such an appointment. Ditto if you are announcing an exciting new product or service, an upcoming corporate event, a prize-giving ceremony or the fact that you have just won a prestigious industry award.

Ask yourself: is this newsworthy? Is there an audience for this nugget of information? Or do I just want to keep my fingers busy on the keyboard? Be frank and save yourself from writing a press release that nobody cares about.

How to write a killer press release?

A well-crafted press release adheres to a certain style and formatting guidelines because journalists have expectations and time constraints just like anyone else. Depending on whom you listen to, they are also notoriously impatient.

Of course, when you write a press release, you want to ensure that all journalists can quickly search the details and verify the relevant facts. It is important, however, to snare their attention, to keep them reading until the end and to evoke a reaction. Follow these tips, and you’ll do just that.

• Format properly

Journalists are looking for an excuse to hit the trash icon. Don’t give them one. Format your press release in the industry-accepted fashion using one of the many templates available online. Fit your press release on a single sheet of paper. Then focus on writing killer copy.

• Seize attention with an eye-catching headline

The title of the press release should be a mini-press release of its own. In other words, as it arrives in an inbox, the subject line will express its meaning without having to be opened up.

Place your headline in the center of the document itself, under your contact information, and avoid needless verbal clutter.

Take inspiration from this stylish headline in Apple's latest release: "Apple unveils Apple TV+, the new home for the world's most innovative storytellers."

Yeah, and you might consider writing a concise subheading under the main headline. Keep it within 20 words and expand upon the key message of your subject line. If it's entertaining, then the reader will want to read to the end.

• Don’t ‘bury’ the story

Press releases are supposed to be concise. Yet you’d be surprised by the number of businesses who naively believe that their mini-masterpiece will be read to the end, and as such postpone their big reveal like a Game of Thrones cliff hanger. Make sure your news angle is contained in the first few lines, otherwise your carefully-crafted release is destined for the bin.

• Find an angle

Keeping in mind that many recipients don’t really, truly care about what you are saying, it’s worthwhile trying to find an interesting angle.

Does your news tie into something that's currently on the trend? Can you solve a problem that has been in the headlines recently? You may be launching a new carbon fiber road bike on Cycle to Work Day.

Tell the reader what your product or service has to offer and maximize your chances of interaction.

• Make it personal

Are you blasting inboxes intending to maximize coverage? Then you’re probably sending out a generic covering email and alienating journalists who might otherwise shine a spotlight on your content. Take some time to personalize correspondence, showing that you have chosen that person because you feel they would be interested in what you have to say. It may not always be the case, but it will increase the chances of success.

• Use a quote

Even if you're well known to the journalist in question–and let's face it, as a small business you're probably not–it's wise to put a quote in your press release to make it stand out from the spammy press releases that so often reach journalists ' mailboxes. Such clunky releases read as if they were written by the bots, so the inclusion of a quote in your release would show a' human face.' Quote a salesperson, quote a customer who left a glowing review, quote the CEO: just quote someone, and make sure the words are good.


Press releases do not need significant investment. All they need is a little commitment and continuity. When you have news to share, start sharing it. Just make sure you've learned the tips before you click the submit button!

Winnie Chan
Nugget Global

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