How to write an engaging press release

Just like blog posts and social media updates, press releases are a valuable part of your marketing strategy. They give you the opportunity to share your latest news with the audiences you care about – including, but not limited to, journalists.

The difficult part is knowing how to write them well.

A story-less, advertorial and poorly written press release has a slim chance of standing out and getting picked up by the media. On the other hand, a well written press release can grab journalists’ attention and significantly increase the odds that your release will earn coverage and drive results.

So, how do you write an engaging press release that gets read and covered by the media, and makes a real impact on your business?

In this post we’ll share a few tips on how to write a killer press release quickly that earns your business news coverage.

But first…

What is a press release?

A press release is an official announcement that an organisation issues to the news media and beyond. It’s also referred to as “press statement,” “news release,” or “media release”.

Most press releases are usually one or two-page long. Typically, they emulate a news article format, where the first paragraph answers the “who,” “what,” “why,” and “where”.

When should you send press releases?

You should write and send a press release whenever you have something newsworthy to share, meaning something that your audience and the media’s audience will care about.

For instance, you should consider sending a press release when you’re:

  • Launching a new product or service, significantly improving an existing one or adding extra features to it
  • Re-launching your website or re-branding your business
  • Hosting an important event
  • Partnering with other businesses or experts
  • Sharing interesting research, reports, statistics and insights
  • Receiving an award or reaching a milestone
  • Dealing with a crisis, which allows you to share your side of story before anyone else gets a chance.

Now that you know what a press release is and when to send one out, it’s time to get it down in words to share with the media, your industry and audience.

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