7.2 Press Release Writing and Distribution
2 min read•july 23, 2024
Press releases are essential tools for communicating news to the media and public. They require careful crafting to grab attention and convey key information effectively. From headlines to boilerplates, each component plays a crucial role in telling a compelling story.
Creating impactful press releases involves mastering the art of concise writing and strategic distribution. Effective headlines, well-structured content, and thoughtful timing can make the difference between a release that gets noticed and one that gets overlooked in today's fast-paced media landscape.
Press Release Fundamentals
Components of effective press releases
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- grabs attention, concisely summarizes main point, typically bold and larger font
- includes city, state, date, placed at beginning of first paragraph
- answers 5 W's (who, what, when, where, why), provides most important information upfront, captures reader's interest
- provide additional details and context, include quotes from relevant sources (CEO, spokesperson), use prioritizing most important information
- is brief "About Us" section at end, provides background on company or organization
- includes name, phone, email of PR contact for journalists to follow up
Crafting headlines and lead paragraphs
- Headlines use action verbs (launches, unveils, announces) and , kept short and punchy under 10 words, avoid jargon and complex terminology, capitalize first letter of each word except articles (a, an, the) and prepositions (in, on, at)
- Lead paragraphs summarize key points in 1-2 sentences, use clear and concise language, avoid burying important information, aim to grab reader's attention and encourage further reading
Press Release Content and Distribution
Quotes and facts in press releases
- Quotes add credibility and authenticity, provide human element and personal perspective, should be relevant and support main message
- Attribute quotes to specific individuals with titles (John Smith, CEO of Acme Inc., said...)
- Supporting facts reinforce main points, provide context and background
- Use statistics (47% increase in sales), research findings (study by University of X), or other data to back up claims
- Help journalists understand significance and newsworthiness of story
Distribution and timing of releases
- Distribution channels:
- (PR Newswire, Business Wire) for broad reach
- Company website and social media accounts (Twitter, LinkedIn) for direct audience engagement
- Targeted media outlets based on industry (TechCrunch for tech), geography (local newspapers), or audience (parenting magazines)
- Industry-specific publications and blogs (trade journals, niche websites)
- :
- Avoid releasing on weekends or major holidays when competition for attention is high
- Aim for early in week (Monday-Wednesday) and early in day for maximum visibility
- Align with relevant events (product launches, conferences), announcements (partnerships, hires), or seasonal trends (holiday gift guides)
- Provide advance notice for embargoed releases to give journalists time to prepare coverage
Key Terms to Review (21)
Accuracy: Accuracy refers to the precision and correctness of information presented in public relations materials. It is essential for building credibility, trust, and maintaining a positive relationship with audiences. Ensuring accuracy involves thorough research and fact-checking, as errors can lead to misinformation and damage an organization’s reputation.
Active voice: Active voice is a grammatical structure in which the subject of the sentence performs the action rather than receiving it. This style is often favored in writing, especially in press releases, as it tends to create clearer and more direct communication. By emphasizing the subject's role in an action, active voice can make content more engaging and easier for readers to understand.
Audience reach: Audience reach refers to the total number of people who are exposed to a particular message or content, often used to measure the effectiveness of communication strategies. It's crucial for understanding how far information travels and which segments of the population are receiving it. By gauging audience reach, communicators can adjust their strategies to ensure their messages are effectively targeting and engaging their intended audience.
Body paragraphs: Body paragraphs are the main sections of a written piece that elaborate on the primary message and provide supporting information. Each body paragraph typically contains a clear main idea, relevant evidence, and analysis that ties back to the overall purpose, making them crucial for effective communication in press release writing and distribution.
Boilerplate: A boilerplate is a standard text or paragraph that can be reused in different documents without significant changes. It often includes essential information about an organization, such as its mission, background, and key achievements, making it an essential component in press releases and various other PR materials.
Contact Information: Contact information refers to the details that allow individuals or organizations to be reached, such as phone numbers, email addresses, and physical addresses. In public relations, this information is crucial for ensuring that media outlets and other stakeholders can easily communicate with the organization regarding press releases, events, and other announcements.
Crisis press release: A crisis press release is a specific type of communication issued by an organization to address and manage a significant event or situation that threatens its reputation or operational stability. This form of press release is crucial in providing clear, accurate information to the public and media during a crisis, helping to control the narrative and mitigate potential damage. It often emphasizes transparency, accountability, and the steps being taken to resolve the issue at hand.
Dateline: A dateline is a line at the beginning of a press release that indicates the date and location of the news being reported. It helps set the context for the reader, providing essential information about when and where the news originated. Including a dateline ensures transparency and helps journalists understand the relevance of the news in relation to time and geography.
Event press release: An event press release is a written communication that announces and provides details about an upcoming event to the media and public. This type of press release serves to generate interest and coverage for the event, highlighting key information such as the date, location, purpose, and any notable guests or speakers involved. It is an essential tool for organizations to effectively communicate the significance of the event and engage their target audience.
Headline: A headline is a brief, catchy phrase or sentence that summarizes the main point of a press release or other public relations material. It serves as the first impression for readers, drawing them in and enticing them to learn more about the content. Effective headlines often incorporate strong action verbs, keywords, and a clear focus to grab attention and convey the essence of the story.
Inverted pyramid style: The inverted pyramid style is a writing technique commonly used in journalism and public relations where the most important information is presented at the beginning of a piece, followed by supporting details in decreasing order of importance. This approach allows readers to quickly grasp the main point of the content without needing to read the entire text. It is particularly effective in press releases, where clarity and brevity are crucial for capturing attention.
Lead paragraph: A lead paragraph is the opening section of a news article or press release that captures the essence of the story and entices the reader to continue reading. This paragraph is crucial as it provides essential information, including the who, what, when, where, why, and how of the event being reported. The lead paragraph sets the tone and context for the rest of the piece, making it a key component in effective communication across various public relations channels.
Media Coverage: Media coverage refers to the reporting and dissemination of news and information about a particular event, organization, or issue by various media outlets. It plays a crucial role in shaping public perception and can greatly influence the success of public relations efforts, as it determines how effectively a message reaches and resonates with target audiences.
Media list: A media list is a curated compilation of journalists, editors, and influencers within specific media outlets, organized to facilitate targeted communication in public relations efforts. This list helps PR professionals ensure that their press releases and other materials reach the right audience by including relevant contacts who are likely to be interested in the news being shared. A well-maintained media list is crucial for effective outreach and can enhance the chances of media coverage.
Media outlet: A media outlet is an organization or platform that disseminates news and information to the public, which can include newspapers, television stations, radio channels, online news websites, and social media platforms. These outlets play a crucial role in shaping public perception and opinion by providing coverage of events and issues, making them essential for effective communication in public relations.
Newswire Services: Newswire services are organizations that distribute press releases and other media content to a wide range of media outlets and journalists. These services help companies and organizations reach a larger audience by making their news available to various newsrooms, websites, and other platforms that might be interested in publishing the information. Using newswire services is essential for effective press release writing and distribution as they streamline the process of getting news into the hands of those who can share it with the public.
Proactive Communication: Proactive communication refers to the strategy of anticipating and addressing potential issues before they arise, often by providing information or updates to stakeholders in a timely manner. This approach helps organizations build trust and credibility, as it demonstrates a commitment to transparency and responsiveness. By actively managing communication, organizations can prevent misunderstandings and mitigate crises.
Reactive communication: Reactive communication refers to the process of responding to inquiries, feedback, or crises that arise unexpectedly, rather than proactively initiating contact. This type of communication is crucial in managing situations where public perception can be negatively impacted, as it allows organizations to address issues head-on and provide timely information to stakeholders. Effective reactive communication often involves press releases, media statements, and other forms of outreach designed to clarify the organization's position and maintain trust with the public.
Target audience: A target audience is a specific group of people identified as the intended recipients of a message, campaign, or communication strategy. Understanding who the target audience is crucial for creating effective messaging, setting goals, and ultimately achieving desired outcomes in public relations efforts. By accurately identifying and analyzing this group, practitioners can tailor their strategies to resonate with the audience's interests, behaviors, and needs.
Timing Considerations: Timing considerations refer to the strategic planning of when to release information, particularly press releases, to maximize visibility and impact. This involves understanding the optimal moments for distribution based on factors like news cycles, audience engagement, and relevant events that could influence media coverage.
Transparency: Transparency in public relations refers to the practice of openly and honestly sharing information with stakeholders, allowing them to see the inner workings and decisions of an organization. This principle fosters trust, credibility, and accountability, essential for maintaining positive relationships with the public and the media.