A press release can be one of the most effective tools for creating buzz around your brand, product, or event. However, writing one that gets noticed by journalists, bloggers, and your target audience requires more than just a catchy headline. To stand out in the sea of press releases flooding newsrooms every day, you need a strategy that blends compelling storytelling with strategic marketing. Here’s how to craft a press release that not only attracts attention but generates excitement.
1. Start with a Strong, Attention-Grabbing Headline
The headline is the first thing your readers will see, so make it impactful. A great headline should be concise, clear, and engaging. It should summarize the most important aspects of your announcement, while making the reader want to know more. Avoid jargon and be straightforward, but also try to infuse some personality.
Research: According to PR Newswire, 80% of press releases are ignored by journalists due to a lack of compelling headlines. If you want your press release to stand out, it’s crucial to craft a headline that speaks to the essence of your story and hooks the reader.
Tip: Use action verbs and make your headline newsworthy. For example, “Innovative Tech Startup Revolutionizes E-commerce with Groundbreaking AI” is far more compelling than “New AI Product Launched by Tech Company.”
2. Craft a Captivating Lead Paragraph
The first paragraph is your chance to grab attention, so don’t waste it. In this opening, briefly explain what the announcement is about, why it matters, and who it affects. Answer the basic questions of who, what, when, where, why, and how—these are essential to letting the reader know if the press release is relevant to them.
Research: According to Muck Rack, 41% of journalists claim that the lead paragraph is the most critical section of a press release. A strong lead can determine whether your story gets picked up or tossed aside.
Tip: Make sure the lead answers the 5 Ws and H clearly and concisely. You can elaborate later in the body, but keep it snappy in the opening.
3. Tell a Story with the Body
Once you’ve captured your reader’s attention, the body of your press release should focus on the story behind the announcement. Use compelling quotes, anecdotes, and relevant data to give it substance. This is where you highlight the significance of your announcement. Avoid being overly promotional; instead, focus on why your news matters to your audience.
Research: A 2019 study by the Content Marketing Institute found that 75% of journalists prefer press releases that are story-driven rather than overly promotional. Adding a narrative element increases engagement and makes your release more memorable.
Tip: Include quotes from executives or experts to lend authority and authenticity to the release. Journalists love adding expert opinions to their coverage.
4. Keep It Newsworthy
While your press release is about promoting your brand or product, it should focus on the news angle. Journalists are interested in stories that have wider implications, so frame your announcement within the context of trends, current events, or industry developments. Ask yourself: Why should people care about this? If the story doesn’t seem important or timely, it may not get picked up.
Research: PR Newswire reports that 61% of press releases get ignored simply because they aren’t newsworthy enough or don’t provide fresh, timely, or compelling information.
Tip: Try to link your press release to something trending. For example, if you’re launching a new tech product, mention how it addresses current challenges in the industry.
5. Include High-Quality Visuals
Images and videos make your press release more engaging and shareable. A well-chosen visual can enhance the story, offer a visual representation of the product, or show the impact of your announcement. These elements make your release more appealing to both journalists and audiences, increasing the chance of media outlets picking it up.
Research: PressPage reports that press releases with multimedia elements (photos, videos, or infographics) are three times more likely to be picked up by the media compared to those without.
Tip: Provide high-resolution images or videos in the press release that are easy for journalists to use. Infographics can also make complex information more digestible.
6. Add a Call-to-Action (CTA)
A strong press release doesn’t just inform—it also drives action. Include a clear call-to-action that tells readers what you want them to do next. Whether it’s visiting your website, attending an event, or contacting your media relations team for more information, your CTA should be clear and easy to follow.
Research: According to HubSpot, 80% of press releases that included a clear and actionable CTA saw a higher engagement rate compared to those without one.
Tip: Make the CTA simple and easy to act upon, such as “Visit our website for more information” or “Contact us today to schedule a demo.”
7. Optimize for SEO
To ensure your press release gets found by the right people, optimize it for search engines. This means using relevant keywords naturally in your headline, body, and boilerplate. This helps journalists and readers find your release online and increases its potential reach.
Research: A study by Cision found that 80% of journalists use Google to search for story ideas. Optimizing your press release for SEO can make it easier for journalists to discover your content, increasing the likelihood of coverage.
Tip: Include key phrases that journalists might search for when looking for information about your industry or product.
8. End with a Strong Boilerplate
A boilerplate is a standard paragraph that appears at the end of your press release. It gives the reader background information about your company, including what it does, its mission, and any important details that provide context. It’s your opportunity to provide more information about your brand without coming across as overly promotional.
Tip: Keep the boilerplate concise, but make sure it tells a compelling story about your company. If possible, link to your website or social media profiles.
9. Distribute Effectively
Once your press release is polished and ready, distributing it to the right channels is key to generating buzz. You can use press release distribution services or reach out directly to journalists and media outlets that cover your industry. Make sure you target the right audience and personalize your approach to increase your chances of coverage.
Research: Newswire statistics show that press releases sent to targeted media lists are 50% more likely to be picked up by journalists compared to those sent to generic or broad media outlets.
Tip: Take the time to build relationships with journalists or influencers who might be interested in covering your story. A personal pitch often works better than a generic distribution.
10. Follow Up
After distributing your press release, follow up with journalists and influencers who you think might be interested in your story. A polite, brief follow-up email can help ensure your release gets the attention it deserves.
In Conclusion: Writing a press release that generates buzz is both an art and a science. By crafting a compelling headline, focusing on a strong lead, telling an engaging story, and distributing your release effectively, you can maximize the impact of your announcement. Remember, newsworthy content, a well-crafted narrative, and effective outreach are the keys to a press release that gets noticed.