Making Headlines: How to Write a Press Release Effectively (Template Included)
By: Maddie Ulrich
Press releases may seem like a relic from the past in today's digital age, but it’s essential to not underestimate their power. Crafting an effective press release can catapult your brand into the limelight, spark media interest, and generate buzz like no other.
At Brandmint, a content-first advertising agency, we understand the importance of strategic planning and content creation. So, we're here to reveal the secrets of crafting attention-grabbing press releases that make headlines and keep your brand in the spotlight.
What Is a Press Release and Why Does It Matter?
A press release is a formal communication distributed to the media to convey information, establish an official statement, or announce details for public dissemination. Typically, companies share press releases to announce a product, service, or community-oriented news. Press releases can also generate awareness around a topic or internal changes.
Don’t think of press releases as just announcements—they are opportunities! They allow you to tell your brand's story, share exciting news, and connect with your audience on a larger scale. A well-crafted press release can:
Attract Media Attention: Journalists look for fresh, newsworthy content. Your press release can be their ticket to a compelling story.
Boost Credibility: A professionally written press release can enhance your brand's reputation and credibility, positioning you as an industry expert.
Expand Reach: Press releases can be picked up by various media outlets, extending your brand's reach beyond your usual audience.
Support SEO: Include backlinks in your press release to relevant pages on your site. Backlinks that are contextualized with the right keywords can help boost your SEO efforts.
Brandmint’s Press Release Template
A press release template is a great starting point to organize your announcement. At Brandmint, we use a standard press release format to ensure we don’t miss any key information. This includes:
Contact information
Release date
Key information and context regarding the announcement
Download our Sample Press Release Template on Google Docs, and make the template your own. Now that we’ve covered the basics, let's get down to the fun part—writing a press release that grabs attention!
10 Tips to Improve Your Press Release
1. Start with a Captivating Headline
The headline is your hook, your chance to make an unforgettable first impression. It should be concise, attention-grabbing, and relevant. Use strong, active verbs and exciting adjectives to make it pop. For example, "Brandmint Unleashes Innovative Content Strategies to Revolutionize Digital Advertising."
2. Craft an Engaging Lead
Your lead paragraph should answer the classic "who, what, where, when, why, and how" questions. Keep it concise, and summarize the most crucial information. Journalists often skim through press releases, so make every word count.
3. Provide Relevant Details
In the body of your press release, expand on the information you introduced in the lead. Include supporting facts, quotes from key figures in your organization, and any data or statistics that add credibility to your story.
4. Use Quotes Effectively
Quotes are your secret weapon. They humanize your press release and give it a personal touch. Use quotes from your company's leaders, experts, or other stakeholders to add depth and authenticity to your story.
5. Keep It Concise
While it's essential to provide all relevant information, remember that brevity is your friend. Keep your press release to one page if possible. Journalists appreciate concise, to-the-point content.
6. Include Multimedia Elements
A picture is worth a thousand words, so why not include some? High-quality images, infographics, or videos can make your press release more engaging and shareable.
7. Provide Contact Information
Always include the contact details of someone who can answer media inquiries promptly. This demonstrates your commitment to transparency and accessibility.
8. Add a Boilerplate
A boilerplate is a brief description of your company, its mission, and its achievements. It's a handy way to provide context to journalists who may not be familiar with your brand.
9. Proofread and Edit
Nothing kills the impact of a press release faster than typos or grammatical errors. Proofread your release carefully or have someone else review it for you.
10. Pitch the Press Release to the Right Outlets
Press releases are only effective if they’re going to the right audience. While some content can be useful for multiple demographics, you still want to have an ideal reader in mind. When pitching your press release, ask yourself these questions:
Is my press release appropriate for this media outlet’s audience?
Does my content fit into my media outlet’s niche?
Do I need to tailor my content to resonate with a specific media outlet?
Remember, press releases can help expand your reach, but the reach should make sense for the audience you’re trying to build. Consider sending your press release to a mix of general and local, regional, and national publications. Business journals, trade publications, and general news sites are great contacts to help share your message.
Consider Working With an Agency
Writing an effective press release requires strong communication skills. Start with our press release template to format your information. Then, follow our tips to refine your content and include relevant information. Once you’ve written your press release, consider the best places to pitch your piece, looking at the outlet’s niche and audience interests.
Need help with your press releases? Working with a content-first advertising agency allows you to leverage their media connections and streamline your workflow. Contact Brandmint to help craft your perfect press release today!