How can you write press releases that stand out?

1 Know your audience

Before you write your press release, you need to identify who you are writing for and what they care about. Who are the journalists, bloggers, influencers, or customers that you want to reach? What are their interests, needs, and pain points? How can your press release solve their problems, answer their questions, or inspire them to take action? By knowing your audience, you can tailor your press release to their preferences, expectations, and language.

2 Craft a catchy headline

The headline is the first thing that your audience will see, and it will determine whether they will read your press release or not. Therefore, you need to craft a headline that is catchy, concise, and clear. It should summarize the main point of your press release, highlight the benefits or value of your news, and include keywords that your audience is searching for. Avoid using jargon, clichés, or hype that might confuse or turn off your audience.

3 Write a strong lead

The lead is the first paragraph of your press release, and it should provide the most important information about your news. It should answer the five Ws: who, what, when, where, and why. It should also hook your audience's attention and make them want to read more. Use facts, figures, quotes, or anecdotes to support your lead and make it interesting. Avoid burying the lead or adding irrelevant details that might distract your audience.

4 Use the inverted pyramid

The inverted pyramid is a structure that organizes your press release from the most important to the least important information. This way, you can ensure that your audience gets the main message even if they only skim or read the first few paragraphs. It also makes it easier for journalists to edit or cut your press release without losing the essence. To use the inverted pyramid, follow this order: headline, lead, body, and boilerplate.

5 Keep it short and simple

A press release is not a novel or a report. It is a brief and concise document that delivers your news in a clear and easy way. Therefore, you should keep your press release short and simple. Aim for one or two pages at most, and use short sentences and paragraphs. Avoid using complex words, jargon, or acronyms that might confuse your audience. Use active voice, positive tone, and transitional words to make your press release flow smoothly.

6 Proofread and edit

The last step of writing a press release is to proofread and edit it. You want to make sure that your press release is free of spelling, grammar, punctuation, or formatting errors that might undermine your credibility and professionalism. You also want to check that your press release is consistent, accurate, and relevant to your audience and your news. You can use tools like Grammarly or Hemingway to help you proofread and edit your press release.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?