TL;DR: A great press release puts the news first, cuts the marketing fluff, includes meaningful quotes that add genuine insight, and provides journalists with ready-to-use assets. Focus on clear, evidence-based storytelling that respects journalists’ time, making it easier for them to understand, cover and share your story.
CRAFTING BETTER PRESS RELEASES
Imagine the sinking realisation that a press release you spent hours crafting landed in a journalist’s inbox… and went nowhere. It’s not nice to think about. This sort of situation is a waste of your time and potentially your client’s budget. So, don’t let it happen to you. Here are some tips to write press releases that consistently get read, get covered and get results.
Lead with news
Before crafting your press release, think why this news matters. For example, a product launch isn’t necessarily news on its own. The ‘newsy’ bit is the problem it solves, the market shift it responds to, or the milestone it represents.
Refrain from using marketing ‘fluff’ or writing about your client’s company history, certainly in the first few paragraphs anyway. Why? The news is the part of the press release that will grab journalists’ attention, and you don’t want it to be buried in corporate language. A tip here is to ask yourself: if a reporter only had time to read the headline and the first two sentences, would they understand what the news angle is and why it’s important? You can apply the ‘inverted pyramid’ structure here: lead with the most newsworthy facts and then add context, quotes and additional details further on in the press release.
Also, consider that, in the vast majority of cases, words like “revolutionary”, “cutting-edge”, “world-class”, and “unprecedented” aren’t factual. They align with marketing speak, rather than news, and can trigger a journalist’s scepticism before they’ve reached the main point of the press release. Instead, lean on numbers, comparisons and verifiable claims. For example, “50% faster” instead of “revolutionary speed”.
Quotes should say something
Generic executive quotes such as: “We’re thrilled to offer this innovative solution to our valued customers”, are fillers that journalists wouldn’t hesitate to cut, especially if they’re editing to a word limit. Meanwhile, a strong quote adds a perspective, a number or statistic or a forward-looking statement that can’t be found anywhere else in the press release. A tip? When drafting quotes for client approval, write them as if the spokesperson is answering a reporter’s follow-up question to the press release. Taking this approach can help you to naturally steer clear of generic fluff.
Include media-ready assets
Journalists are often short on time, so you can make their life a lot easier by including supporting assets when you share a press release with them. These include high-res images, executive headshots, data visualisations and media contact details (in case the journalist has follow-up questions). Also, steer clear of file sharing links that expire in just a few days, because the journalist may not have time to click on the link right away.
Ultimately, strong press releases contain enough ‘new’ news, facts and information that a journalist can reference, and they share the story clearly, in a way that respects the reader’s time.
So, the next time you’re about to hit ‘send’ on a press release, picture the journalist’s inbox – packed, skimmed in seconds. A press release built on real news, quotes that say something and sent with assets that save journalists time will make it much easier for them to say ‘yes’.
If all of this sounds straightforward, that’s because it should be. The challenge is often finding the news angle, cutting through the internal jargon and viewing the story through a journalist’s eyes. It’s a skill that comes with experience and one that can have a significant impact on the results a press release delivers.
And that’s exactly where we can help!