How to write a successful press release?
Public Relations
Posted 29 Nov 2022
The press release – A earnest and at the same time knowledge conveying PR represents one of the most important research sources of media professionals. It forms a basis of information that aims to generate attention within the public and to be noticed by journalists in particular. This interest can only be successfully aroused if professionalism as well as language correspond and together form a certain seriousness. In order to write successfully and to attract journalistic attention, some aspects should be considered when writing a press release.
Decisive for the success of a press release, is the introduction – here the following applies: the more compact, the better.
Even the U.S. writer William Faulkner understood the basic of a news release: “Write the first sentence in such a way that the reader will definitely want to read the second.” The introduction of a press release must highlight the topic to be covered in a simple and short sentence or paragraph. This is done by answering the W questions (Who? What? When? Where? How? Why? From where? /What source?). The subject should have serious and important news value as background.
Observing the formal aspects of a press release is a matter of course. Accordingly, the length should not exceed one A4 page. Clean formatting with paragraphs and subheadings ensures a comfortable readability and is important to keep the reader interested. But not only the formality, but also the writing style exhibited by the PR affects its success. Precise and factual writing promotes the core added value of the text.
The flow of reading should not be hindered by an excess of technical terms or foreign words. However, if this cannot be avoided, an explanation of these is indispensable. Likewise, the use of examples allows the reader to be actively involved in the subject of the press release, which in turn helps with identification. The use of stimulus words has the same function. Stimulus words are expressions that can be used to trigger certain reactions and emotions in the reader. Within a press release, it is particularly important to evoke positive associations, for example through words such as innovative, tested or common. The reader is given confidence regarding the credibility of the release through descriptive and useful facts.
By using multimedia material, one can also effectively gain such a level of trust. A press release that not only features text, but is supported by multimedia formats such as images, infographics or videos, ensures more successful reach generation. Multimedia material enhances every PR and thus ensures even more attention.
At the beginning of a press release, it is essential to be aware of what and whom you want to reach with the press release. It is major to focus on the relevant main topic and the goal of it. The further structure is always the same, no matter which topic is covered. It is always composed of the following elements: Headline, Teaser or Lead or 1st paragraph and the further text. At the end of the press release, it is helpful to write a short paragraph on the most relevant facts about the company in three to four sentences. The so-called company portrait, also called boilerplate, provides sober and fact-based information, for example, about the year of foundation, the most important business and task areas, performance promises, and the headquarters or company location. Finally, the press contact is absolutely necessary.
For optimal distribution of the press release, it is necessary to address only the relevant target groups. Thus, topics must be chosen that are current and currently have a high interest value, but also an up-to-date, customized and well-maintained press distribution list forms the fundamental pillar for your press work.
– Provide news value!
– Meaningful headlines
– A must: answering the W-questions!
– Short and to the point
– Objectivity and seriousness
– Fact sheet character + multimedia material
Communication Advisor at HBI Helga Bailey GmbH – International PR & MarCom
Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022.
As a Communication Advisor, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.
