📝Intro to Communication Writing Unit 9 – Developing Press Releases

What's a Press Release?

• Official statement issued by an organization to communicate newsworthy information to media outlets and the public
• Concise document typically one to two pages in length that delivers key facts about an event, product launch, or other significant development
• Functions as a valuable tool for companies, non-profits, and government agencies to control the narrative around important announcements
• Designed to generate positive media coverage and shape public perception by providing journalists with the essential details they need to craft a story
• Often used to break news about executive appointments, mergers and acquisitions, financial results, product recalls, or legal matters
• Can also be utilized for less time-sensitive stories such as awards, partnerships, or philanthropic initiatives
• Serves as an official record of an organization's stance on a particular issue or event

Key Elements of a Press Release

• Attention-grabbing headline that summarizes the main news in a compelling way
• Dateline with the city and state where the news is originating from and the date of release
• Lead paragraph that concisely answers the who, what, where, when, and why of the story
  • Should be 35-45 words and read like the opening of a news article
  • Needs to immediately capture the reader's interest
• Body copy that expands on the lead paragraph with supporting details, quotes, and background information
  • Adheres to the inverted pyramid structure, with the most important information at the top and less crucial details towards the bottom
• Relevant quotes from key stakeholders that add credibility and a human voice to the story
  • Typically includes a quote from a company spokesperson or executive in the third paragraph
• Boilerplate at the end that provides a brief overview of the organization issuing the release
• Contact information for the PR representative who can field follow-up questions from journalists

Structure and Format

• Follows a standardized format that journalists are familiar with, making it easy for them to quickly identify key information
• Starts with a company logo or letterhead at the top of the page to establish brand identity
• Uses a bold, centered headline that's written in title case and ideally stays within 10-20 words
• Includes a subheadline in some cases to provide additional context
• Features the city, state, and date of the release at the beginning of the lead paragraph
• Contains short paragraphs of no more than 3-4 sentences each for easy scannability
• Uses block paragraphs with no indentation and a space between each one
• Ends with three hash symbols (###) centered on the page to signify the conclusion of the release
• Includes the organization's boilerplate after the final paragraph to provide background information
• Lists media contact details (name, phone, email) at the bottom of the page

Writing Style and Tone

• Adheres to AP style guidelines which are the standard for news writing
• Uses proper grammar, spelling, and punctuation throughout
• Written in third-person point of view, avoiding the use of "I," "we," or "you"
• Employs active voice to make the writing more engaging and impactful (e.g., "XYZ Company launched a new product" instead of "A new product was launched by XYZ Company")
• Avoids industry jargon, acronyms, or technical language that may be unfamiliar to a general audience
  • If specialized terminology is necessary, it should be explained in plain language
• Maintains an objective, factual tone rather than using promotional or "salesy" language
  • The goal is to inform, not to advertise
• Includes specific details and data points to lend credibility to the story
• Uses short, declarative sentences to convey information clearly and concisely

Crafting the Perfect Headline

• Functions as the first impression of the press release and determines whether journalists will keep reading
• Needs to be attention-grabbing and compelling while still accurately reflecting the content of the release
• Should be written in active voice and present tense, mimicking a news headline
• Capitalizes the first letter of all words except articles, conjunctions, and prepositions
• Stays within 10-20 words or 80-170 characters
  • Anything longer risks losing the reader's interest or getting cut off in search results
• Avoids puns, jargon, or gimmicky language that could undermine the seriousness of the news
• Focuses on the most newsworthy or impactful aspect of the story
• Includes the company's name or stock ticker symbol if relevant
• Can be posed as a question or include a number to pique curiosity (e.g., "Can XYZ Company's New Product Disrupt the Industry?" or "5 Reasons Why XYZ Company Is Poised for Growth")

Dos and Don'ts

• Do proofread carefully for any errors or typos that could undermine your credibility
• Do include specific, verifiable facts and figures to support your claims
• Do use quotes strategically to add depth and personality to the story
  • Make sure quotes are attributed to a specific person with their name and title
• Do include relevant links to your website, product pages, or multimedia assets
• Do optimize the headline and body copy with relevant keywords for better search visibility
• Do consider the timing of your release and align it with the news cycle if possible
• Don't bury the lead - make sure the most important information is communicated upfront
• Don't overstuff the release with too many disparate ideas or angles
  • Focus on one central newsworthy message
• Don't make unsubstantiated claims or include opinions presented as facts
• Don't include more than 3-4 quotes in a single release
• Don't forget to include your contact information for reporters to follow up

Distribution and Timing

• Press releases are typically distributed through wire services like PR Newswire, Business Wire, or Cision
  • These services charge a fee but can help amplify your reach and ensure your release is seen by relevant media outlets
• Many companies also publish press releases directly on their own website in a dedicated "Press Room" or "News" section
• Releases should be distributed early in the day (before noon) and early in the week (Monday-Thursday) for maximum visibility
  • Fridays and weekends tend to be slower news days
• Timing should also consider the news cycle and any competing stories that may overshadow your announcement
• For important releases, consider offering journalists an "embargo" period where they can review the information in advance but not publish until a specified date and time
  • This can help secure more in-depth coverage
• After initial distribution, follow up with targeted pitches to key journalists and influencers who may be interested in covering the story
• Share the press release on your company's social media channels and encourage employees to amplify the news through their own networks

Measuring Impact and Success

• Track how many media outlets publish stories based on your press release
  • Use Google Alerts or media monitoring services to stay on top of coverage
• Measure the reach and engagement of any media placements secured
  • Metrics to track include unique visitors, social shares, and time spent on page
• Monitor social media mentions and sentiment related to your announcement
• Analyze referral traffic to your website from press release pickups and media coverage
• Track any increases in sales, leads, or other business outcomes that can be tied back to the press release
• Assess which messages and angles resonated most with journalists and adjust your strategy accordingly for future releases
• Consider using UTM parameters in any links included in the press release to better attribute traffic and conversions
• Review which journalists and publications were most receptive to your outreach and prioritize them for future pitching efforts