Best Practices For Writing a Press Release: What Can You Learn From The Top Copywriters In The World
If you're a writer, publisher or entrepreneur, then it's likely that you have written a press release at some point in your career. But how do you ensure that it's perfect? What can you learn from the best copywriters in the world? We've put together our top 10 tips for writing a successful news release example, from how to structure your writing to what kind of images to include with your pitch:
10 Best Practices for Writing a Press Release
Use the 5 W's to start: Who, What, When, Where, Why. A press release should be informative and engaging for journalists. It's not a sales pitch or an advertisement for your company or product.
Include your website address: This is important because it allows readers to easily find more information about you online. Also include an image that shows off what you're offering (or if it's relevant for this type of publication).
Use bold or italics sparingly: Bold text can help attract attention from readers when they're scanning through their copy looking for something interesting; however don't overuse it as it may come off as spammy if used too often in headlines only because there are other options available such as italics which will give similar results but with less impact on readers' eyesight so they won't feel like they're being hit over head by those big red letters screaming "Buy Me!" every time someone opens up one of these things called “newsletters."
1. The first paragraph should include the 5 W's and H (Who, What, When, Where, Why and How).
The first paragraph of your media release template should include the 5 W's and H (Who, What, When, Where and Why). These are also known as the "Five Ws" in journalism.
The Who is who or an organization that is doing the story and why it's important to you audience. For example: "IBM Corporation announced its intentions to build a new headquarters building at [location]." This gives readers something more than just a name—it tells them what they can expect out of this story if they want more information on IBM's plans for their future location.
2. A press release isn't a sales pitch.
A press release isn't a sales pitch. It's not designed to convince you that your product is better than the competition, or that it will help you get more customers. The goal of a press release is simply to get media coverage, and if that means that some people will buy your product as a result of the coverage (and there's nothing wrong with that), then so be it!
But don't believe us? Here are some of our favorite quotes from top copywriters:
“Press releases are like an open letter to the world in which we say what we think about something – including ourselves” - Tim Sauer
"A good headline should be able to sell itself by itself." - Peter Stoltenberg
3. Include your website address.
An important part of any media release example is including your website address. This can be done in a number of ways, but it's generally best to include a hyperlink or direct link to your website in the body of your release. If you're not sure how to do this, ask one of our experts!
Your contact information should also be included and hyperlinked: phone numbers and email addresses are always helpful when contacting reporters or editors directly!
4. Use bold or italics for emphasis sparingly.
Bold or italics can be used for emphasis, but only sparingly. A good rule of thumb is to use them when you have a strong feeling about the message you're trying to convey. If it's just something that needs more emphasis than normal text would do by itself, then bold and italics are your best option—but be careful! It's easy to overdo this type of formatting in creative writing (and even more so when writing press releases), so start small and add more as needed.
Italics are more appropriate for headlines and titles; bold is better suited for body copy text because it makes reading easier on the eyes while still giving off the right amount of impact at any given time.
5. Don't use long paragraphs in your press release. You want to keep your copy pithy and short.
Your press release should be short, pithy and to the point. If you use long paragraphs, then your reader will lose interest and they'll move on to the next article.
To ensure that this doesn't happen, use short sentences and bullet points in your copy. You can also create subheadings for each paragraph so that the reader knows where you're going with this section of the story or how it relates back to previous parts of your story.
Don't worry about using too many words; if it isn't necessary for what you're trying to say then don't write it! Online tools like Hemingway App allow writers like myself who aren’t familiar with grammar rules (like me) as well as those who are fluent with them but still want some help getting started because sometimes these things seem overwhelming at first glance - but once we get into them more often than not everything becomes second nature very quickly anyway!
6. Don't assume that the journalist has specific knowledge of the topic you are writing about.
Don't assume that the journalist has specific knowledge of the topic you are writing about.
Most journalists do not have specialized expertise in your industry or its terminology, so it's important to provide them with all of the information they need to make their article as thorough and accurate as possible. If you can't speak directly about a particular product or service, tell them what research has been done by third parties and how this information informs your own conclusions. This will help you avoid repeating something someone else said (which is often a mistake).
7. Don't bury the lead! What's your hook?
Your lead is the first sentence of your press release. It’s a hook that gets readers' attention and makes them want to read more. The best leads have:
Information that is interesting and newsworthy (i.e., something that would be considered "news" by someone who reads about it)
A strong, compelling statement that will make readers want to read more (i.e., something like “New research shows…”)
8. Include high resolution images related to your press release with contact information if needed somewhere in the actual press release body; typically at the end of the document after a "
Include high resolution images related to your press release with contact information if needed somewhere in the actual press release body; typically at the end of the document after a "Contact Us" section.
It should be obvious that you want to make sure your readers know where to go for more information about your business and products or services, so include some sort of contact information (email address) in this area as well:
In case someone wants to ask any questions about what you're offering/doing, they can reach out directly via email at [email protected].
If they want further details on why someone should buy from you rather than someone else, then provide them with links leading back into one big list containing all kinds of reasons why buying from them makes sense!
Conclusion
In conclusion, a sample press release template is an important part of any marketing strategy. It can help you get your company noticed and get the word out about what you do. But it takes planning, writing skills and creativity to create something truly effective. Just like any other type of writing there are some basic rules that should always be followed when creating these pieces:
Use proper grammar and punctuation
Proofread your work before submitting so that no mistakes slip through! 3) Give yourself enough time before deadline day arrives so that you don't have any last minute panic attacks over having everything done correctly
Keep in mind every major news outlet has their own style guidelines when formatting documents for publication online so check those out first before submitting anything specific about your company or product
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