Learn How to Write a Press Release in 8 Steps (+ Template & Tips)

Crafting a compelling press release requires a mix of art and science. Not only do you need to develop an engaging angle, but you also need to present it in a format that journalists and media outlets can easily cover. Fortunately, we’ve got you covered. Follow these steps to create an effective press release for your small business:

Step 1: Download our free press release template, designed to help you create an attention-grabbing press release.

Step 2: Follow our step-by-step guide to writing a press release, including valuable tips to help your story stand out in the crowded media landscape.

With our comprehensive guide and free template, you’ll be able to create a compelling press release that captures the attention of journalists and media outlets and effectively tells the story of your small business.

Sending out your press release to the right channels is crucial to ensure maximum reach and impact. That’s where a reliable press release distribution service like EIN Presswire comes in. They provide affordable distribution services starting at just $99.95, making sure your story gets the mass media placement it deserves and reaches your desired target audience.

With EIN Presswire’s wide network of media contacts and industry-specific distribution options, you can be confident that your press release will be seen by the right people in the right places. Don’t let your story go unnoticed – trust EIN Presswire to help you get the visibility and exposure your small business deserves.

1. Identify or Develop a Media-worthy Story

Crafting an effective press release involves more than just sharing news about your business. It’s an opportunity to control your narrative and reach a wider audience through media outlets. However, to achieve this, your story must be newsworthy and appeal to journalists and their readers.

There are several angles that businesses can take to create a compelling press release, including major business announcements such as expansions, new hires, product launches, industry breakthroughs, and charitable endeavors.

To grab the attention of journalists and their readers, it’s crucial to provide timely, impactful, and valuable information that resonates with their audience. Your press release should be written in a format that’s easy for journalists to cover, and it should offer a unique perspective that’s different from what’s already out there. To determine whether your story is newsworthy, consider the different types of press releases and choose the one that best suits your announcement.

If you’re looking to distribute your press release, consider a reputable press release distribution service such as EIN Presswire. They offer affordable distribution services that help your story get mass media placement and reach your intended audience, starting at just $99.95.

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2. Define Your Audience

When crafting a press release, it’s essential to keep your target audience in mind at every stage of the process. From the headline to the boilerplate, everything should be designed to appeal to your audience and catch the attention of journalists who write for similar audiences.

Defining your ideal reader type is crucial to creating an effective press release. Using a template like our ideal customer profile (ICP), you can create a detailed profile of your target audience, including demographics, lifestyle factors, interests, professional aspects, and behaviors.

This will help you tailor your press release to the interests of your audience and create a headline that grabs their attention. You can also use this information to personalize your pitches when sending your press release directly to journalists, increasing the chances of your story being covered.

3. Format Your Press Release Document

Using the proper press release format can improve the chances of media coverage. According to career journalist Michael DeVault, the perfect press release is one that requires no editing. To achieve this, you should create a press release document consisting of three sections: header, body, and boilerplate.

The header section should be in a 12-point font size, while the main headline should be in 14-point bold, and the subheadline should be in 13-point italics, both centered. You may also consider using bold font for specific information, such as the release date or contact person. For optimal formatting, use either Arial or Times New Roman throughout the entire document. For more helpful tips on formatting, check out our guide to press release best practices.

4. Add Logo, Release Date & Contact Info to the Header

To make sure your press release header section is effective, it should contain a logo, release date, and contact information. Your contact should be someone who can provide more information about the content of your story. Here are some tips on what to add to the header section when creating a press release:

Logo: To increase brand recognition, place your company logo at the top and center of your document above your release date and contact information.

Release date: To give your press release more credibility, add the publication date at the top left-hand side of your document. You can use “FOR IMMEDIATE RELEASE” in all caps if you want your press release to be published immediately or “Embargoed for release until [date]” if you don’t want it published until a specific date.

Contact information: Include the full name, job title, email address, and phone number of the person in your company that journalists can contact with questions or to request further information. This ensures that journalists have all the necessary details to write a compelling story.

5. Write a Headline & Subheadline

Crafting Attention-Grabbing Press Release Headlines: Tips and Examples”

To make your press release stand out, a captivating headline is crucial. In fact, journalists often make coverage decisions based solely on the headline. To make the most of this opportunity, ensure your headline, which should be 60 characters or less, highlights the relevance, noteworthiness, and benefits of your story.

Consider using emotional or intriguing language, incorporating trends and statistics, or showcasing significant events. Identify unique features or shared interests and appeal to the reader’s FOMO or WIIFM. Don’t forget to include SEO-friendly keywords. Looking for inspiration? Check out the following examples of press release headlines that effectively highlight a unique angle.

To enhance the impact of your press release, consider adding a subheadline in italics of up to 120 characters. This offers a chance to elaborate on your angle, specify your target audience, and provide extra context to pique the interest of both journalists and readers.

6. Write Your Lead Paragraph & Press Release Body

Effective Press Release Writing: Crafting a Compelling Lead Paragraph and Beyond”

Unlike in novel writing, the goal of a press release is to grab the reader’s attention from the start. After your headline, the lead paragraph is the most critical element. It’s a concise summary, around two sentences, that encapsulates the essence of your announcement while creating curiosity that compels readers to keep reading.

Subsequent paragraphs should delve deeper into the story’s details, providing quotes from key individuals for a well-rounded perspective. Use hyperlinks, images, and data to support your points and make your press release engaging and informative. Aim for a body length of 500 words or less.

If you need inspiration on how to write a press release that resonates, check out our list of 20 diverse press release examples, from awards announcements to crisis management. Discover what makes each example effective in capturing the interest of both media and its intended audience.

7. Add Your Boilerplate

How to Write a Press Release Boilerplate: Building Your Business Story”

To complete your press release, you’ll need to craft a boilerplate, similar to an “about us” section. This should include a brief description of your company, as well as supporting details that reinforce your story’s angle. Here are some items to consider:

• Your company’s history and experience
• Key executives or founders
• Mission, vision, or values
• Awards and accomplishments
• Industry breakthroughs or patents
• Market share or company size
• Primary audience or service/product
• Business location and community involvement
• Links to video overviews and media pages
• Specific contact for media inquiries
• Access to media resources like images, videos, and logos

The boilerplate is a valuable resource for journalists seeking additional coverage on your business. To maximize its potential, use our step-by-step guide and examples on how to write a boilerplate that captures your company’s story and captivates your target audience.

8. Distribute Your Press Release