12 Tips to Write a Press Release that Compels the Audience

A well-targeted press release can take your business to the next level. That is why you need to know tips on how to write a press release that gets noticed by journalists and convinces the audience.  

A press release itself is a document that tells a newsworthy story about your brand. Press releases are usually published to inform the public about:

- The launch of a new product or service, 

- An event, 

- Winning an award,

- New partnership,

- New investment needed, 

- Business rebranding. 

12 Tips for Writing a Press Release 

Here are 12 simple steps to writing a compelling press release: 

1. Write the Release Date 

In the subject line of the email, include the date you want your release to be published. If it needs to be published immediately, you can simply write 'FOR IMMEDIATE RELEASE'. 

2. Add Contact Information 

Tell journalists how and who to contact about this release. This will allow them to quickly find out more about your release if needed. 

Include a name, phone number and email address. You can also include your company's website and social media handles.   

3. Find a Newsworthy Angle

Press release is a storytelling process. Angle is the foundation of storytelling. Without the right angle, you cannot write a compelling press release. Make sure you use an interesting angle to write the story.     

For example, say your restaurant is looking for new capital to fund the expansion of new locations. Instead of focusing on the search for capital, tell the audience more about the reason for the expansion. 

This will engage the audience as well as potential investors because they need to know the purpose of the new capital.     

Keep the new capital in the headline, but do not leave out the expansion. Here is an example headline: XXX Restaurant Raises Capital to Fund Expansion to YYY and ZZZ City. Then, in the first paragraph, you can tell the audience about the new locations. 

4. Craft a Captivating Headline   

Clearly communicate the main value of your story to grab the audience's attention. It must be something useful and important. Remember that the headline must also be catchy and understandable. So avoid using poetic words, even if they are beautiful. 

If you need inspiration, take a look at some similar news published by top media. Like the top ones, they must have had a catchy headline.   

5. Write the Most Important Information First 

Include the essential information in the first paragraph. It should include the 5 Ws as shown below:

- What is (will be) happening?

- Who is (was) involved?

- Where is (was) the place?

- When will it happen (has it happened)?

- Why is it important? 

6. Give More Context  

In the next paragraphs, include other important details about the story. You can also follow up with research details, testimonials, statistics, etc. to be more convincing. 

Keep it simple and straightforward. To keep readers interested, a press release should be no longer than 300-400 words.   

7. Be Honest 

It may sound cliché, but you really need to be honest while writing a press release. If your customers find out about your lies in the future, they will stop using your product or service. Journalists will not believe your words. 

8. Include a Relevant Quote 

If possible, include a bold, relevant and purposeful quote from a key person in your company, such as the CEO, founder and manager. This will add color to your release. 

9. Add Visuals

Good visualization is essential in this digital age. So adding relevant and high resolution images and/or videos can keep the audience interested in reading your release and gain their trust, especially if it is about a new product.       

10. Do Not Use Industry Jargon  

Even though industry jargon may sound cool, the audience, which is mostly average people, may not understand it. So after writing the release, check and remove any industry jargon. 

11. Add a Powerful CTA

In the last paragraph, add a powerful call-to-action (CTA) to lead the audience to the next step. If you want the audience to buy your product, avoid using the word "through. Instead, use the word "get. 

For example: Get this portable vacuum cleaner online at your favorite marketplace @xxxyyyy and free yourself from cleaning.      

12. End with a Boilerplate   

A boilerplate is similar to an 'about us' page on a website. It is a summary of your company. So tell what your company does and what your goals are in the industry.  

Final Words 

Follow the tips above to write a press release that will get noticed by journalists and engage your audience. If you are not sure how to send it to the journalists, ask a press release distributor like Vritimes to help you.