In an era of social media snapshots and 24-hour news cycles, some might argue that the traditional press release is something of the past. But we are here to argue otherwise. For digital marketers, PR professionals and businesses alike, creating a well-written press release can be one of the most efficient tools.

When a press release is created properly, it ensures that credibility is shared while improving SEO and securing the correct kind of media coverage. Here we’ll discuss the best press release tips to help you cut through all the noise, grab the attention of journalists and build your brand awareness.

The foundation

Before you worry about who will read your news, you need to make sure that your news is worth reading. Remember, journalists receive hundreds of pitches daily, so if your press release isn’t constructed properly, they won’t look at it.

1. Lead with a ‘stop-everything’ type of headline

Your headline is your first (and often only) impression, so it needs to be descriptive and punchy, as well as being relevant. Avoid making vague headlines and focus on the most newsworthy element of your story.

2. Master the lead paragraph (the 5 Ws)

The first paragraph should answer the five Who, What, Where, When, and Why questions, so that a journalist only needs to read the first two to understand what the story is about and whether or not they are interested in it.

This is often called the inverted pyramid style of writing, where you put the most important information at the top of the article, with supporting details below.

3. Write like a reporter

One of the most valuable press release tips is to adopt a journalistic tone. Try to avoid ‘marketing lingo’ with words like ‘revolutionary’ or ‘groundbreaking’. Instead, use objective language with facts and figures to back your argument.

4. Include a compelling quote

Quotes will always be important to add to your story. Use quotes to provide perspective, passion and vision to your story.

Avoiding common pitfalls

Even with the best press release tips in hand, some professionals make these common mistakes:

• Burying the lead: Don’t make the journalist dig for the news in your article/pitch. Make sure they can find it within the first paragraph.
• Too much jargon: Don’t make your article too technical with a lot of jargon, because you want to ensure that anyone from outside your niche can understand your information.
• Formatting errors: Use the correct formatting to avoid looking like a newbie: Headline, Dateline, Lead, Body, Quote, Boilerplate, and Media Contact

Best press release tips

Writing the release is only half the battle. To be able to make your press release land and stick, you need to be able to understand the intricacies of the media landscape. Here’s how:

Think like an editor

Why does this story matter now? You need to ensure that you include new hooks in your story, like:

• Timeliness: Is it happening today?
• Proximity: Does it affect the local community?
• Impact: How many people are affected by this news?
• Conflict or resolution: Are you solving a major problem?

Visuals are non-negotiable

Make sure you provide high-resolution images, infographics, or short video clips, as this will save the journalist time because they won’t need to look for visuals themselves. Also, make sure your assets are easily accessible, such as via Dropbox.

Press release distribution tips

The most impactful press release will be one that is seen by the right audience. Essentially, you could write the most compelling press release, but if no one sees it, there’s no point in it. Here are our top press release distribution tips to follow:

1. Personalise your pitch

Never bulk send an email to a large number of journalists without personalisation. Instead, identify 10-20 reporters who work in your industry and reference their recent work, explaining to them why their readers would want to read your story.

2. Use wire services wisely

Wire services (like PR Newswire) are excellent for SEO and reaching a broad audience, but they shouldn’t be your only strategy. Make sure that you manually outreach, too, to get the best out of your strategy.

3. Timing is everything

Try your best not to send press releases out on Friday afternoons or Monday mornings because this is the time when inboxes are usually overflowing. The best days to send press releases out are Tuesdays, Wednesdays and Thursdays.

4. The Power of the “embargo”

If you have a major announcement, consider offering it to a specific journalist 24 – 48 hours in advance under an embargo, as this will give them time to write a thoughtful piece or prepare an interview. This ensures that when the news hits, you have a high-quality feature that is ready to go live instantly.

Post-distribution best practices

There is also work to be done once you’ve pitched to your journalists. To capitalise on these press release tips, you must follow through afterwards:

• Be available: Always be readily available and reachable in case a reporter wants to get in touch with you for more information. Reporters are always working on tight deadlines, and if they can’t get in contact with you, they’ll move on to the next story.
• Monitor and amplify: Use media monitoring tools to see who pick sup your story, and once the story has been published, share the coverage with your social media channels. This is a great way to demonstrate social proof.
• Analyse the results: Always analyse the after-effects of the coverage and use these insights to refine your strategy for next time.

Mastering the art of the press release takes practice and a keen eye for what makes a story stick. By following these press release tips – from focusing on a strong lead to utilising smart press release distribution tips – you can transform your business announcements into powerful narratives that capture the public’s imagination. A press release is an invitation for the world to engage with your brand. Make sure it’s an invitation they can’t turn down.

Are you looking for your next digital marketing strategy? Get in touch with us at Assisted today!