how to write a news release

People want to learn who you are, what you do, and why you should care. Without enough information, consumers could turn away. How you market your business could make all the difference.

Learning how to write a news release is an essential part of your marketing plan. Otherwise, you might fail to expand your reach and generate fresh leads.

Writing a press release is easier than you might think. In fact, they’re pretty short, often ranging between 400 and 600 words. Instead of creating a lengthy blog post, you’ll want to write content that’s concise, clear, and attention-grabbing.

If you fail to write a strong document, however, you could also fail to generate leads.

Here are seven tips that can help you learn how to write a good news release for your business. With these tips, you can keep consumers in-the-know and start boosting brand awareness. Get started with these easy tips today!

1. Know the Focus

Before you learn how to write a news release, you need to think about why you’re writing one.

Without a singular focus, you could struggle to create a clear, concise document. Instead, have a plan before you start writing. What message are you trying to send to your readers?

Better yet, who are your readers? Think about your target audience before you start writing. Understanding your audience will make it easier for you to write the content they care about.

Usually, you’re writing a news release for two different audiences: the news outlets you’re sending the release to and your customers.

What information will journalists care about in regards to your business? What achievements has your company made that they’ll deem newsworthy?

Then, think about your customers. Do they want to know about the new products and services you’re selling? Maybe they want to hear how you’re standing out from competitors.

There are many reasons businesses write press releases. For example, businesses might want to announce:

  • An event
  • A merger or acquisition
  • New products/services
  • Employee announcements

Either way, having a key focus in mind will help you as you begin writing.

2. Have a Strong Grab

About 80% of readers will look at your headline, while only 20% will read the rest of your copy. If you want to learn how to write a news release, focus on starting with a strong grab.

Hooking your readers with a strong, compelling headline will encourage them to keep reading. A bland headline, on the other hand, could get your press release rejected. Journalists read dozens of news releases every day.

You’ll want to stand out.

To write a strong headline, start by making sure the statement is honest. Use exciting, vivid adjectives paired with strong verbs. Once you write the first draft, trim it down so it’s short and simple.

Add a little urgency to your release, too. Then, write a subheading to add a little more detail to your headline.

3. Answer Essential Questions

As you learn how to write a good news release, take the time to look at examples. You’ll notice most news releases all follow the same outline. A good press release should include:

  • The company logo
  • Your contact information
  • The release date
  • A headline
  • The subheading
  • A dateline
  • Your lede/body paragraph
  • The body paragraphs
  • The boilerplate
  • An end notation
  • The final note

Using this outline, fill in as many of the gaps as you can using quick bullet points. Which pieces of information are essential to the release?

If it’s fluff, cut it out.

As you start writing your ledge paragraph, focus on answering the six essential questions: who, what, when, where, how, and why?

Does your press release look too long? Keep the inverted pyramid writing style in mind. The most important pieces of information go on top.

Anything that’s irrelevant, you can cut from the bottom of the page.

4. Add Authority

Adding a quote from a credible resource can give your news release a touch of authority.

Consider adding a quote from a relevant member of your team. Focus on leadership positions, like a CEO, project leader, or stakeholder.

Your quotes should add depth to the piece. If they don’t provide additional value, cut them out.

5. Keep Readers Engaged

As you review your new press release, make sure it keeps the reader’s attention. Otherwise, they’ll stop reading halfway through.

Make sure your news release ends with an interesting, compelling call-to-action (CTA). A CTA will push readers to take action after reading the release.

What do you want readers to do after they see your release? Do you want them to sign up for a conference or buy your new product?

Make sure your CTA is specific. Then, make it easy for readers to complete that action by adding a link to the release.

6. Add Imagery

Adding imagery to your press release can also help you keep the reader’s attention. There are different forms of imagery you can use, including videos, photos, charts, and graphs.

Think about your readers. What type of information are they looking for? Your imagery should enhance the press release by providing additional information.

Otherwise, you might leave readers with more questions than answers.

7. Plan Your Distribution Process

Once you learn how to write a news release, you’re ready for the next step: how to release your press release.

There are different ways you can distribute the release. For example, you can contact news outlets and encourage them to use your release themselves. You can also hire a professional press release writing company.

By working with a professional company, you won’t have to worry about perfecting your press release. Instead, you can trust an experienced company to handle it for you. They’ll make sure your press release reaches a wider audience than before!