Press releases remain one of the most valuable tactics for securing media coverage, amplifying messaging, and increasing brand visibility. But simply drafting a press release is not enough. To maximize pickup and readership, you need to understand how to optimize structure, content, and formatting.
In this comprehensive guide, you’ll learn insider tips to craft attention-grabbing press releases. Read on for a detailed press release example, template, and checklist to guide your content creation.
Press Release Example:
ACME Inc. Launches Revolutionary New Widget, Transforming the Industry
CHICAGO, March 7, 2022 — ACME Inc., the leading manufacturer of industrial widgets, today announced the launch of its long-awaited Widget 2.0. Poised to revolutionize the widget industry, the state-of-the-art Widget 2.0 provides 5x the productivity and efficiency of previous widgets.
“This is truly a game-changer,” said John Smith, CEO of ACME Inc. “We poured our hearts and souls into creating a widget that would delight our customers. Widget 2.0 allows businesses to save thousands in operating costs while experiencing the quality and reliability ACME is known for.”
After extensive R&D and beta testing, Widget 2.0 is now available in 3 customizable models to suit the needs of diverse industries including manufacturing, healthcare, and aviation. Key features and benefits include:
- Patented PowerCoreTM battery enables 150+ hours of continuous operation.
- Proprietary UltimateControlTM software optimizes widget performance.
- Durable titanium exterior engineered for harsh work environments.
- WhisperQuietTM noise reduction for distraction-free operation.
“The Widget 2.0 is living proof of ACME’s commitment to innovation,” said Jane Davis, VP of Product Development. “Our engineering team leveraged industry-leading tech to develop the most advanced, efficient, and cost-effective widget ever built. We can’t wait for businesses around the world to experience it.”
ACME Inc. will demo Widget 2.0 at the Global Tech Conference March 9-12 at the Las Vegas Convention Center. The widget will be available for purchase on March 15 via the ACME Inc. website and authorized global resellers. For more information or media inquiries, contact:
John Smith, CEO
Email: [email protected]
Press Release Template:
CITY, Date — [COMPANY NAME], the leading [YOUR INDUSTRY] company, today announced [NEWS OR PRODUCT]. [INSERT BRIEF DETAIL ABOUT THE NEWS, LIKE A PRODUCT LAUNCH OR EVENT ANNOUNCEMENT].
“[INSERT QUOTE FROM COMPANY SPOKESPERSON OR LEADER],” said [NAME], [TITLE] of [COMPANY NAME]. “[INSERT ADDITIONAL QUOTE CONTENT, SUCH AS EXCITEMENT ABOUT PRODUCT LAUNCH OR EVENT DETAILS].”
[INSERT PARAGRAPH PROVIDING MORE DETAILS ABOUT THE NEWS OR PRODUCT. COVER IMPORTANT INFO LIKE FEATURES, BENEFITS, AND CAPABILITIES. USE LIST FORMAT IF APPLICABLE.”]
“[INSERT QUOTE ABOUT IMPORTANCE OF NEWS],” said [NAME], [TITLE]. “[ADDITIONAL QUOTE CONTENT].”
[NEXT PARAGRAPH CAN INCLUDE PRICING, AVAILABILITY, AND WHERE TO FIND MORE INFORMATION. INCLUDE BOILERPLATE COMPANY DESCRIPTION IF APPLICABLE.]
For more information or media inquiries, contact:
[CONTACT NAME], [CONTACT ROLE/TITLE]
Phone: [PHONE NUMBER]
Press Release Writing Guide
Follow these key tips and best practices when creating your press release:
Choose an Eye-Catching Headline
A strong headline piques interest and conveys your key message. It should be clear, concise, and free of jargon. For SEO, include target keywords. Think news value – what makes your release worth reading?
Lead Strong With a Powerful Opening
Hook readers instantly with a hard-hitting opening paragraph. It should summarize the news, focusing on the 5Ws – who, what, where, when and why. This sets the stage for the rest of the release.
Elaborate on the News in the Body
Provide details, context, stats, and relevant data to tell a compelling story. Use concise but descriptive language. Break content into short paragraphs for scannability. Include quotes from company leaders or partners to add credibility.
Close with Key Contact Info
Enable media or consumers to easily reach out by including names, titles, phone numbers, and emails. Some releases also add a boilerplate company description.
Press releases are typically 300-500 words to maintain engagement. Releases over 700 words often lose reader interest. Ensure every word counts.
Follow Proper Style and Formatting
Maintain AP Style for grammar, punctuation, and consistency. Include the release date and headline. Follow standard press release structure and indulge no typos or errors.
Include Multimedia and Links
Visually compelling images, charts, videos, or infographics can boost interest. Embed multimedia or link back to assets hosted on your website – this also drives valuable backlinks.
Review and Revise
Proofread closely and test the release on multiple audiences before distribution. Refine anything unclear or unnecessary. Ensure it conveys the impact and value of your news.
Press Release Distribution Tips
Now that you’ve crafted an engaging release, how do you distribute it for maximum visibility?
Leverage Newswire Services
Major distribution platforms like PRWeb, BusinessWire, and PRNewswire push your release to thousands of media contacts. Some allow geographic and industry targeting.
Email to Media Lists
Compile lists of industry publications, local outlets, and niche websites. Email the release to relevant journalists and reporters.
Post on Your Company Properties
Add the release to your company newsroom or blog. Share it across your social media channels to engage followers.
Follow Up Personally
Connect directly via email or phone with reporters who have covered similar topics. Offer to provide interviews, images, or related content.
Monitor and Analyze Results
Track media mentions, social engagement, and website traffic to identify high-value channels and refine ongoing efforts.
Press Release FAQs
How do press releases work?
A press release announces something newsworthy about your company to media outlets and the public. It aims to secure media coverage and get your message and brand in front of larger audiences.
What makes a good press release?
An effective press release conveys timely, relevant news with impact. It leads with the key details, provides quotes and context, follows AP Style, and includes multimedia and contact information. The content and tone must resonate with journalists and audiences.
How much does it cost to distribute a press release?
Cost depends on the distribution service. Major newswires like PRWeb and PRNewswire offer packages starting around $400-500 to reach thousands of media contacts. Free options are posting on your site and emailing media lists.
When should you send out a press release?
The best times to release news include product launches, major company milestones, events/announcements, reports, initiatives tied to awareness days/months, and responses to breaking industry news or trends.
How do I write a press release for an event?
Focus your headline and opening on event details like date, location, speakers, activities. Elaborate on event purpose, history, and importance in the body. Close with registration/attendance details and contact information.
Take Your Media Exposure to the Next Level
An optimized press release distributes your key messages to media, amplifies visibility, and bolsters SEO. But it must provide timely, relevant content packaged professionally. Use this guide and template to master press releases and unlock their power for your brand.