How do you write a press release that captures media attention?

As a former journalist now in B2B SaaS marketing, I've experienced both sides. I have gone through thousands of PR copies and written a fair few myself. Here's the thing for marketers: don't just focus on the product or company. Contradictory right? Some may argue that PR should be about that. To some extent, yes. But the key here is not the technology/solution/product/service that you are promoting. The catch is 'What is the benefit or value of your announcement for your target audience?' For instance, when launching a new enterprise technology solution, emphasize how it addresses your audience's business challenges. The C-suite ( your target readers) are more interested in outcomes than the technology itself.

A press release is beneficial to a journalist when they are either not present at the occasion or when the topic at hand has some facts and figures that require being accurate. In either case, the job of the press release creator is to make the life of the publisher easy. The heading should reflect newsworthiness otherwise despite being filed by the journalist, it will not fly with the editor. The subheadings, not more than two, serve as an explanation to your heading and help the filer use it in the introductory paragraph. The press release should mention the full names and designations of important people present. The last para should be dedicated to the history and the line of work of the organization.

The Press release process should begin inhouse. A thorough assessment of what the Press release seeks to achieve will ensure that once sent, it does not languish among the many other documents fired off to media/bloggers etc. Identify the media that will find what you are talking about useful and relevant. Tailor the content to these outlets. Be very deliberate in who you send it to. Create separate releases for the different media outlets - One size does not fit all. Outlest will respect and appreciate your consideration, thereby enhancing your chances of your release seeing the light of day.

Before writing a press release, clearly define your objective. Whether it's announcing a new product, sharing an exciting development, or inviting media to an event, understanding your purpose will help you craft a focused and compelling message.

A press release covers the who, what, when, where and why of the event/occasion succinctly. In order to capture the interest of a publication/editor, the heading must be crisp and to-the-point, mentioning the big player in the write-up. The body must explain what the event is all about in as concise a manner as possible, without leaving out the important details such as names and designations of important people. The boiler plater, which is usually the conclusion of the press release, gives a brief introduction about the organization (s) mentioned in the write-up.

An interesting headline is always welcome. But 'Catchy' doesn't mean weird or for the sake of it. Don't be cryptic. The headline should be clear, concise, and give the readers a decent idea of what to expect from the PR.

Depending on the topic, headlines can be bolder than one would naturally be inclined to write. Here is an example...instead of "Colonoscopy Age Now Lowered to 45" you can write: "45? It's Time to Schedule Your First Colonoscopy." Unless you have access to PR Newswire, it is challenging to get attention to larger press outlets. Remember, "Fortune Favors the Bold."

The headline is the first thing journalists will see, so it needs to be attention-grabbing. Make it concise, informative, and intriguing, conveying the essence of your news. A strong headline increases the likelihood of media professionals reading your press release.

Depending on the topic, headlines can be bolder than one would naturally be inclined to write. Here is an example...instead of "Colonoscopy Age Now Lowered to 45" you can write: "45? It's Time to Schedule Your First Colonoscopy." Unless you have access to PR Newswire, it is challenging to get attention to larger press outlets. Remember, "Fortune Favors the Bold."

Here's how to craft an attention-grabbing press release: Unique angle: "Five Ws" - Who, What, When, Where, Why. Bold headline: concise, intriguing, sets the tone. Engaging lead: quick summary of vital info. Supporting details: facts, quotes from experts. Visuals: images, videos, infographics enhance impact. Contact info: accessible media spokesperson. Professional tone: clear, objective language. Proper format: organized, error-free presentation. Concise: limit to one page for clarity. Distribution: use newswires, website, social media. Follow up: engage journalists, offer info. Master these steps for press release success!

Journalists are busy and receive numerous press releases daily, so it's crucial to present the most important information upfront. The inverted pyramid style starts with the most essential details, gradually providing additional context and supporting information. This structure allows journalists to quickly grasp the key points and decide if your news is newsworthy.

Incorporating quotes from key individuals within your organization or relevant experts adds credibility and human interest to your press release. Quotes provide valuable insights, opinions, and personal perspectives that can make your news more engaging and quotable for journalists.

Journalists appreciate concise and well-organized press releases. Stick to one or two pages, focusing on the key information. Use clear and straightforward language, avoiding jargon or overly technical terms that might confuse readers. Make sure your writing is compelling and easy to understand, capturing the essence of your news in a succinct manner.

Actually, I somewhat disagree. I just wrote press release that was twice as long because that's what it took, and it garnered a significant amount of interest. You certainly don't want to write a novel, but write what you need to write to adequately sell your story.

Yes, KISS is so good to remember about writing press releases. But, back to point number one. What is your purpose to give a press release? If it was after an emergency or sudden event. Then yes, give as short as possible. Due to the sudden event we still collecting facts, but the media and press should be briefed that we are aware of recent circumstances. After the facts are collected, then we could give a longer press release about the actual event based on the collected. facts. It it not about words counts or how long is, but the concise non ambiguous word use in a press release.

Take the time to carefully proofread your press release before sending it out. Typos, grammatical errors, or confusing sentences can diminish your credibility and professionalism. Edit your content for clarity, coherence, and flow, ensuring that it effectively communicates your message.

Like with all writing, correct spelling and grammar is essential in order to maintain professionalism. It's easy to misread your own work, no matter how skilled you are, so getting a second set of eyes to look over your work should an un-skippable step in any writing process.

Write it as you would write a news article or “ish”. I mean that I’be written press releases that were almost published with few minor changes. As a journalist but also being on the other side I’d say think as a journalist: why is it newsworthy? Help them write the article, so to speak, give them all they need and make their life easier. As said before they get tons of emails and PR if yours have all it needs, plus thinks as they think it will make the cut.

I write press releases that capture media attention by making the headline compelling and the opening paragraph newsworthy. I keep the language clear, professional, and devoid of jargon. I include a relevant and captivating quote to humanize the story. Supporting facts and data provide credibility.