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It’s not a bad idea to have a standard-issue press release with some contact information and details about upcoming dates. Try to be pithy, and get to the point. No one cares your band is on tour except you and your parents, so don’t lead with that right out of the gate.
The strong leads are more specific, refer to actions rather than events, and imply or describe a conflict.  All of these elements are attention-grabbers.  The more of them (and others – celebrity names, human interest) you can include in a headline, the more likely people are to read your release.
This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders.
Once you submit your release, MailChimp allows you to see which recipients opened your email. This allows you to follow up with certain reporters of interest to determine if they need any additional quotes or details for their story regarding your release. You can also A/B split test your emails to see which subject lines have higher open rates.
While some of the best press release distribution services will only provide a limited number of helpful tools, 24-7 Press Release has a large knowledge base and tons of helpful content related to press release distribution.
If all goes according to plan, and your press release gets picked up by the media, your job still isn’t finished. To keep the buzz going, you can release a second wave of distribution by sharing the specific stories that news outlets write based on your press release.
You must limit your press release to one page (or two, if you must), but that doesn’t mean you can’t show people how to learn more. Providing relevant links to your company’s website, where prospective writers can learn more about your mission and what you’ve already accomplished, is a crucial element to the release. Don’t make writers search on their own for more information — guide them as quickly as possible to your website, and keep their interest piqued.
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The human brain processes images 60,000 times faster than it does text. Use that to your advantage in your press release. Visuals capture a reader’s attention, and allow people to more easily digest information.
It might seem trivial, but the most important part of your press release is the headline. Most journalists are incredibly busy, and their inboxes are overflowing with generic press releases. Unless you’ve got a snappy subject line, chances are that your press release will go straight in the bin without getting read. So, what constitutes snappy?
The job of the press release title is to grab attention and encourage the journalist to read more. Don’t labour over what title might look good in print – most journalists/editors will change the title to suit their readership.
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Other than the headline, this is the most important aspect of your book press release. You might want to lead with something impactful, such as a controversial statement or an emotionally engaging sentence related to the book you are promoting.
Update: if you’re interested in our thoughts on paid-for news wire sites, check out our mini-review of paid-for press release distribution services, alternatively read our survey about how and why journalists use press release distribution services.
To be more effective, small business owners should try sending their press releases to a few dozen journalists who have recently covered similar stories in their local paper or in a trade magazine. They should send the release at least a few weeks in advance of whatever is described in the release (for instance, a new product, service or an event) actually happens.
This last sentence or two focuses on the future. If you’re supporting a candidate, for example, you can say what date the election is held, and what the stakes are. If you’re advertising an event, you can note that it’s annual and the next one is already scheduled. Simply wrap up by looking ahead in some way. This is a very short paragraph, sometimes only a sentence!
The next time you’re tasked with promoting your brand’s news and content, use these templates to write a release that works, and then download PR Newswire’s Quick & Easy Guide to Sharing Your Press Release with the World. This how-to walks through the steps to take when preparing your press releases for distribution.
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Make it clean, crisp, and applicable to your audience. Odds are whoever you sent your press release to has a dozen just like it in his/her inbox just waiting to be ignored. If you want yours to be chosen, it’s got to be good. Not only does it have to be good, but it has to be as close to ready for press as possible.
I hope you’ll refer to this list often, help me keep it up to date, and share it with other SEO’s, online marketers, and DIY business owners. If you’d like to submit a site for review or suggest a correction, please contact me. I’d love to hear from you!
No matter what it is, a press release must read like a news story. When writing about a positive press release, you must ensure to use appropriate keywords so that it can be optimized and come on the top of the search engines.
This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here:
When you consider press releases, if it’s not a content format you’re familiar with, you might think of traditional methods, which include writing a press release and then working with journalists and local media outlets to ensure it’s distributed.
Press releases typically end with a short description of the company or organization that’s issuing the release, along with a call to action. The call to action could be to participate in the event being promoted, to take a test drive of the product, or simply to find out more by contacting the author of the press release [source: PR Leap Blog].
Regarding #15… Use MailChimp? Sure, if you want it to go directly to their spam folder. Not good advice. Hard to take advice seriously from a guy who provides a professional picture of himself with a cigar in his mouth. Otherwise, some good nuggets of info in the other tips.
I want to be a trusted resource for that media so I’m trying to give the journalist all the information when they need it so they don’t have to go anywhere else, says Gillian Pommerehn, director of public relations for Crosby Marketing, which is based in Annapolis, Maryland, and whose clients include the U.S. Department of Agriculture and DuPont.
News reporters are under a tremendous amount of stress to churn out stories. Consequently, any news item delivered to them press-ready is a blessing. Translation: if you can craft a press release that already reads like a quality news story, it’s far more likely to get published. So, how do you write a news story?
SUBSEQUENT PARAGRAPH(S): The rest of the press release should contextualize and provide additional information about the finding. Why is it exciting or unexpected? Nitty-gritty experimental details should be left out in favor of describing how the finding advances scientific knowledge, reinforces a key idea, or provides a new method. Importantly, however, the finding must not be overhyped or oversold. A brief quotation from a researcher involved in the work or from a colleague familiar with the importance of the finding can also be included, but be sure that they agree to be quoted.
Always remember that many editing teams are overworked and understaffed. If you can make life easier for them, you’re more likely to get coverage. If you write a press release that’s close to the way the editor will actually publish it, it may see publication with minimal editing. But if you fill it with fluffy advertising copy, don’t use proper AP style, etc., the editor will surely delete this kind of fluff. Everybody says they’re the leader. Don’t waste the editor’s time. The place to put a description is in the company information section of the release. But keep it accurate and factual.
Once you have ended the text of the press release, it’s a good idea to put one final note at the bottom that encourages someone who would like more information to reach out to you. Something like: “If you would like more information about this topic, please call [Name] at [Phone number], or email [email address].”
Here, you can find background descriptions of local businesses, detailed service listings, and articles on an array of consumer topics, creating a valuable repository for all types of free press releases.