Crafting a successful press release requires a strategic approach to ensure that your message captures the attention of journalists, media outlets and other audience types. A well-written press release not only informs but also engages and prompts action. Here’s a comprehensive guide to writing an effective press release.

Like a book title, a press release heading plays a huge role in determining whether the target audience will read the rest of the text. Be as concise as possible, but make sure to convey the message of your release. You might even decide to write your headline after you've written the release body. Here are some points to consider:

Keep it short and sweet: Most people don't read past the headline, so keep it to the point and as compelling as you can, with sensationalizing your news. Create trust between your company and your readers by being honest and transparent.

SEO: Any text marked as a heading in the PR.co editor will have a positive impact on your SEO, and that's especially true for your primary title. Make sure to include relevant key words where possible, and use a H1 setting in the editor.

Use an active voice: Since we communicate mostly in the active voice, using an active voice over a passive one will make your headline quicker and easier to understand to your audience.

Use statistics: If it's appropriate, numbers are a great way to make an impact quickly, as it allows your audience to quantify the value of your story.

Avoid using your brand name: Unless you're announcing a partnership or merger, try to keep your brand name out of your headline as it can feel more like an advertisement disguised as an editorial.

Use humor with caution: Puns and jokes might have their place in your release copy, but headlines are usually kept serious to help maintain a professional image in the press. If you do include something humorous, make sure you consider all sectors of your audience and their potential reactions.

Your opening paragraph should immediately answer the fundamental questions: Who, What, When, Where, and Why. This section needs to be succinct and compelling, providing the essential information right at the start. A strong opening hooks the reader and sets the tone for the rest of the release.

Set this first paragraph apart from the rest of the copy by using a H2 or H3 setting in the editor, or if you prefer, some bold or italicised formatting.

In the body of your press release, expand on the details provided in the opening paragraph. This is where you flesh out the story with additional context, background information, and supporting details. Include quotes from key stakeholders or experts to add authority and perspective to your message. Incorporating data and statistics can further strengthen your points and lend credibility to your release.

Use the PR.co campaign editor to add stand-out quotes that can even be shared directly on X (formally Twitter).

Adding visuals such as high-quality images, infographics, or videos can significantly enhance the appeal of your press release. Visual content helps to break up text, making the release more engaging and easier to read. Moreover, visuals can convey information more effectively and can be crucial in capturing the attention of media outlets.

With the PR.co editor, you can add all sorts of files or embeds to enhance your copy. Check out this list of possible embeds and how to add them, or learn how to add a link to a media kit.

The PR.co editor is designed so that you don't have to add in fonts or colors to your release. Simply write the copy and we'll automatically apply the preset styles for your newsroom.

Always include detailed contact information at the end of your press release. This should consist of the name, phone number, and email address of the media contact person. Providing accessible contact details is essential for journalists who may want to follow up for more information or to arrange interviews.

The editor makes this easy as you can simply add in the details of your existing spokespeople. Add contact details to the body of your release (step one in the editor) if you're mentioning someone external, or specific to that release, and add them in the settings (step two) if they're a regular spokesperson. In this case they'll appear underneath and in a floating box to the right of your release.

The boilerplate is a brief paragraph about your company or organization. It should provide essential information such as the company's history, mission, and core activities. This section gives journalists a quick overview of your organization and its significance.

You won't need to add your boilerplate to the actual press release as it's a default setting that will automatically be added each time. You can edit it by selecting the correct market, then Newsroom settings > General > Boilerplate.

Including links to additional sources or further information can be beneficial. Links can provide journalists with easy access to more detailed background information, related news, or supporting documents. However, ensure that the links are relevant and add value to the press release.

Links can be added in two ways in the editor. Use the in-line links (highlight the text and wait for the menu to pop up) if you don't to interrupt your story, or use the stand-alone links for items or downloadables that can be separated from the text.

Has your story been covered by another outlet? Link news articles to your press release to boost your credibility and trustworthiness. We’ve learned that journalists often use your coverage to source quotes for their stories.

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