Writing Your Own Press Releases That Get Noticed
Posted By Natasha Munson
Posted On 2025-01-08

Table of Contents

  • Understanding the Purpose of a Press Release
  • Identifying Newsworthy Stories Worth Sharing
  • Crafting a Compelling Headline and Lead Paragraph
  • Writing the Body of Your Press Release Clearly and Concisely
  • Including Quotes and Contact Information Professionally
  • Formatting and Style Tips for Maximum Readability
  • Strategies for Distributing Your Press Release to Get Noticed

Understanding the Purpose of a Press Release

A press release is a written communication directed at journalists and media outlets to announce something newsworthy about your business. It serves as a formal invitation for media professionals to cover your story and share it with their audience.

The primary purpose of a press release is to inform the media and public about events like product launches, company milestones, awards, new hires, partnerships, or community involvement. It helps create awareness, establish authority, and build credibility for your brand.

For small businesses, press releases can level the playing field by generating media exposure that might otherwise be out of reach due to limited advertising budgets. When crafted properly, press releases can generate earned media coverage that boosts your reputation and draws potential customers.

Benefits of Writing Your Own Press Releases

  • Cost-effective marketing tool to reach wide audiences.
  • Increases visibility and brand awareness.
  • Positions your business as newsworthy and credible.
  • Creates opportunities for media coverage and backlinks.
  • Helps shape your business narrative and messaging.

Identifying Newsworthy Stories Worth Sharing

Not every announcement merits a press release. To get noticed, your story must be newsworthy - that is, interesting, timely, and relevant to your target audience and the media.

Think about what makes your announcement valuable or unique. Is it a new product solving a common problem? Are you celebrating an important business milestone? Have you partnered with a well-known organization? Has your business done something exceptional or timely?

Consider your audience's interests and what would motivate them to read or share your news. Journalists seek stories that are clear, impactful, and fit the editorial focus of their outlets. Align your news with these expectations to increase your chances of coverage.

It helps to research recent press releases and news stories in your industry to identify trends and what types of announcements get attention. This research can inspire you to position your news in ways that appeal to media gatekeepers.

Questions to Determine If Your Story is Newsworthy

  • Is this announcement timely and relevant right now?
  • Does it offer something unique or new?
  • Will it interest or benefit the audience?
  • Does it connect to larger trends or issues?
  • Can you provide clear facts, data, or visuals to support it?

Crafting a Compelling Headline and Lead Paragraph

The headline and lead paragraph are the most critical parts of your press release. They must grab attention quickly and convey the essence of your story in a compelling way.

Your headline should be concise, clear, and highlight the most newsworthy element. Avoid jargon or fluff; instead, use action verbs and focus on the value or impact of your announcement.

The lead paragraph answers the key questions journalists care about: who, what, when, where, why, and how. It should summarize the core of your story in 1-2 sentences that encourage readers to keep going.

A strong lead paragraph sets the tone and context for the rest of the release. It helps editors and reporters quickly understand your story's importance and decide whether to pursue coverage.

Remember that journalists often skim press releases, so clarity and brevity are essential. Use simple language and get to the point immediately.

Headline and Lead Paragraph Tips

  • Use active, engaging language that highlights news value.
  • Keep the headline under 10-12 words for easy reading.
  • Include key facts and data upfront in the lead paragraph.
  • Avoid buzzwords or overly promotional language.
  • Ensure the lead paragraph answers the “5 Ws” clearly.

Writing the Body of Your Press Release Clearly and Concisely

The body of your press release expands on the details introduced in the headline and lead paragraph. It should provide background information, context, and supporting facts in a logical and easy-to-follow format.

Organize your information in descending order of importance, a style known as the inverted pyramid. This ensures that the most essential details appear first and less critical information follows.

Use short paragraphs, each focused on a single idea, to make the release easy to scan. Avoid long blocks of text or overly technical language that may confuse readers.

Including statistics, results, or case studies can help illustrate the significance of your news. If applicable, mention how your announcement benefits customers or the community.

Be sure to keep a professional tone throughout, maintaining objectivity while still showing enthusiasm for your news. Avoid excessive self-promotion, which can turn off journalists.

Body Writing Best Practices

  • Use the inverted pyramid structure to prioritize key info.
  • Write short, clear paragraphs for easy reading.
  • Support claims with facts, quotes, and data where possible.
  • Maintain a neutral, factual tone with positive emphasis.
  • Avoid jargon and complicated phrases.

Including Quotes and Contact Information Professionally

Adding quotes from key stakeholders, such as your business owner, executives, or partners, adds a human element and credibility to your press release. Well-crafted quotes provide insights, context, or enthusiasm about the announcement.

When writing quotes, keep them natural and relevant to the story. They should complement the facts, not just repeat them. Use the first person ("we," "I") to make them sound genuine.

At the end of the press release, always include your contact information. This section, often called the "boilerplate," should provide media representatives with a way to reach someone for additional details or interviews.

Your contact info should include a name, phone number, email address, and website. Make sure this information is accurate and monitored closely during the press release distribution period.

Tips for Quotes and Contacts

  • Write authentic, relevant quotes that add value.
  • Keep quotes concise and avoid technical jargon.
  • Include a brief company description in the boilerplate.
  • Provide multiple contact options for convenience.
  • Ensure the contact person is prepared to respond quickly.

Formatting and Style Tips for Maximum Readability

The way your press release looks can influence whether it gets read or ignored. Proper formatting enhances readability and helps journalists quickly find the information they need.

Use a clean, professional font such as Arial or Times New Roman, sized 11-12 points for body text. Include ample white space with standard margins to avoid a cluttered appearance.

Headlines and subheadings should be bold and slightly larger to break up text sections. Use bullet points or numbered lists to highlight key information efficiently.

At the top of the release, indicate it is a press release and provide the date and location. At the end, add the ### symbol or "END" to signal the conclusion of the release.

Keep your press release to one page if possible, or no more than two pages. Journalists often receive many releases daily and appreciate brevity and professionalism.

Formatting Checklist

  • Use standard fonts and sizes for readability.
  • Include clear headlines and subheadings.
  • Use bullet points for easy scanning.
  • Mark the release date and location at the top.
  • End with ### or END to indicate the release's close.

Strategies for Distributing Your Press Release to Get Noticed

Writing a great press release is only half the battle. To get noticed, you need a smart distribution strategy that targets the right journalists and outlets.

Start by compiling a media list of journalists, bloggers, and influencers who cover your industry or local area. Personalize your pitch emails to explain why your story fits their audience.

You can also use press release distribution services, some of which offer free or low-cost options for small businesses. Social media channels are great for amplifying your news organically by sharing your release and tagging relevant people.

Timing matters. Send your press release early in the week, ideally mid-morning, to increase the chance of it being seen. Follow up politely if you don't hear back after a few days.

Track coverage using media monitoring tools to measure your press release's impact and gather insights for future releases.

Distribution Best Practices

  • Build and maintain a targeted media contact list.
  • Customize your pitch to each journalist's interests.
  • Use press release distribution platforms to expand reach.
  • Leverage social media to share and promote your release.
  • Follow up respectfully to increase engagement.