Here’s Exactly What You Should Be Including In A Press Release

Press releases are a key tool for businesses and organizations to communicate important information to print and digital publications and ultimately to their intended audience. They need to be written in a clear, concise, and professional manner to effectively convey the message and grab the attention of reporters and other potential readers. Professionally written press releases are much more likely to be picked up by media outlets, which can then help to generate buzz and increase visibility for the organization.

While the specific elements of a press release will vary depending on the nature of the news or information being announced, there are several key elements that every press release should include in order to be effective.

 

 

Here’s what we think every press release should include:

A compelling news headline

To write a great press release headline, you should focus on making it attention-grabbing, informative, and accurate. Your headline should be concise and easy to understand, and should clearly communicate the key points of your press release.

Use strong, active verbs: Using strong, active verbs can help to make your headline more engaging and compelling. Avoid using passive or weak verbs, and instead, choose words that convey action and excitement.

Keep it short and to the point: A great press release headline should be concise and easy to understand. Avoid using overly long or complex sentences, and instead, focus on using clear and straightforward language.

Use keywords: Including relevant keywords in your headline can help to make it more searchable and easy to find online. This can be especially important for improving your search engine optimization (SEO) and making it easier for potential customers to find your press release.

Make it compelling: Above all, your press release headline should be compelling and interesting. It should be written in a way that encourages readers to continue reading and learn more about your business and the news or information being announced.

 

A strong opening paragraph to your news story

You should focus on making your press release’s opening paragraph brief, to the point, and engaging. Your opening paragraph should provide a clear and concise summary of the key points of your press release, and should be written in a way that grabs the reader’s attention and encourages them to continue reading.

Start with the most important information: The first sentence of your opening paragraph should include the most important and newsworthy information from your press release. This will help to grab the reader’s attention and set the stage for the rest of the press release.

Use strong, active language: Your opening paragraph should be written in strong, active language that is engaging and compelling. Avoid using passive or weak verbs, and instead, choose words that convey action and excitement.

Keep it brief and to the point: Your opening paragraph should be brief and to the point and should provide a clear and concise summary of the key points of your press release. Avoid using overly long or complex sentences, and instead, focus on using clear and straightforward language.

Use quotes or testimonials: Including quotes or testimonials from satisfied customers or industry experts can help to add credibility and interest to your opening paragraph. These quotes can be used to support the key points of your press release and can provide third-party validation of your business’s products, services, or accomplishments.

 

Relevant and interesting information

To ensure that a press release includes relevant and interesting information, you should focus on including only newsworthy and important information that is directly related to your business, its products or services, or other developments. Avoid including irrelevant or unimportant information, as this can detract from the effectiveness of your press release.

Be selective: When deciding what information to include in your press release, be selective and focus on only the most important and newsworthy information. Avoid including information that is not directly related to your business, its products or services, or other developments.

Use clear and concise language: Your press release should be written in clear and concise language that is easy to understand. Avoid using overly complex or technical language, and instead focus on using language that is straightforward and accessible.

Organize your information in a logical structure: The information in your press release should be organized in a logical and easy-to-follow structure. This will help to ensure that your press release flows smoothly and is easy for readers to understand.

Supporting quotes and testimonials

Including quotes and testimonials from satisfied customers or industry experts can help to add credibility and interest to your press release. These quotes can be used to support the key points of your press release and can provide third-party validation of your business’s products, services, or accomplishments.

When including quotes in a press release, you should choose ones that are relevant, engaging, and informative. The quotes that you include should help to support the key points of your press release and should be from reputable and trustworthy sources.

Examples of the types of quotes that you might include in a press release:

Quotes from satisfied customers: Including quotes from satisfied customers can help to add credibility and interest to your press release. These quotes can be used to support the key points of your press release and can provide third-party validation of your business’s products, services, or accomplishments.

Quotes from industry experts: Quotes from industry experts can also be a powerful tool for adding credibility and interest to your press release. These quotes can provide expert perspectives on the news or information being announced and can help to establish your business as a thought leader in your industry.

Quotes from company executives: Quotes from company executives can help to provide

Press release contact information

When including contact information with a press release, you should include all of the necessary information that journalists and other members of the media will need to get in touch with you. This typically includes your business’s website, phone number, and email address. You should also include the name and contact information for a designated press contact within your business, who can serve as a point of contact for journalists and other media members.

In addition to your business’s contact information, you should also include the date and location of the event or announcement being made in your press release. This will help to provide context and make it clear when and where the news or information being announced took place.

Overall, the contact information included in your press release should be complete and up-to-date and should make it easy for journalists and other members of the media to get in touch with you if they have any questions or would like to learn more about your business.

 

A clear and concise summary of the key points of the press release

Including a summary of the key points of your press release can help to provide a clear and concise overview of the information being announced. This can be especially helpful for journalists and other members of the media who may not have time to read the entire press release, but who still want to get a sense of the news or information being announced.

A summary of the key points of a press release can also help to improve the clarity and organization of your press release. By summarizing the key points of your press release, you can help ensure that the most important information is presented in a clear and concise manner and that your press release flows smoothly and is easy to understand.

Including a summary of the key points of your press release can help to improve its effectiveness and make it more engaging and compelling for readers. This can increase the chances of your press release being picked up by journalists and other members of the media, which can help to improve the visibility and credibility of your business.

A press release call to action

A call to action is a statement or directive that encourages readers to take a specific action, such as visiting your website or contacting your business. In a press release, a call to action can be used to encourage readers to learn more about your business or the news or information being announced.

To write a call to action in a press release, you should start by identifying the specific action that you want readers to take. This could be visiting your website, contacting your business, or attending an event or promotion that you are announcing in your press release.

Once you have identified the specific action that you want readers to take, you should craft a clear and concise statement that encourages readers to take that action. For example, you might say “Visit our website to learn more about our new product line,” or “Contact us to schedule a demo of our latest software.”

A well-written call to action can be an effective way to encourage readers to engage with your business and learn more about the news or information being announced in your press release.

Images or graphics that help to illustrate the key points of the press release

When including images or graphics with a press release, you should choose ones that are relevant, high-quality, and visually appealing. The images or graphics that you choose should help to illustrate the key points of your press release and should be engaging and compelling for readers.

Here are a few examples of the types of images or graphics that you might include with a press release:

Product photos: If you are announcing a new product or product line, you should include high-quality photos of the product. These photos should be clear and well-lit and should show the product from multiple angles.

Infographics: Infographics can be a powerful tool for visualizing complex data or information in a clear and concise manner. You can use infographics to help readers better understand the key points of your press release, and to make your press release more engaging and interesting.

Logos or branding elements: Including your business’s logo or other branding elements with your press release can help to establish your brand identity and reinforce your business’s message.

 

Relevant background information about the business (or the event) in the press release

Including information about your business in a press release can help to provide context and background for the news or information being announced. This can be especially important for journalists and other members of the media who may not be familiar with your business or the event or announcement being made.

Providing information about your business in a press release can also help to establish your credibility and trustworthiness. By providing background information about your business, you can help to establish that your press release is accurate and reliable and that your business is a reputable and trustworthy source of information.

The specific information about your business that you should include in a press release will vary depending on the specific news or information being announced. However, there are a few key pieces of information that you should generally include in order to provide context and background for your press release.

Here are some examples of the types of information about your business that you might include in a press release:

Your business’s name and location: You should include your business’s name and location in your press release. This will help to establish your business’s identity and make it clear where your business is located.

A brief description of your business: You should include a brief description of your business in your press release. This should provide an overview of what your business does, and should help to establish your business’s expertise and credibility.

Your business’s mission and values: Including information about your business’s mission and values can help to establish your business’s identity and give readers a sense of what sets your business apart from its competitors.

Relevant background information: If your press release is announcing a new product, service, or event, you should include any relevant background information that will help readers understand the news or information being announced. This could include information about the development process, the benefits of the product or service, or the history of the event.

Here’s an example of a press release: