Start with the important information, then add details later in the release. This is called the inverted pyramid , and the goal of this writing structure is to allow readers to have all the important information in a press release at a glance.
2. Start with a press release template
Follow the standard press release format in your country. You should be able to find a sample press release that shows this:
- What to include
- Order in which to include it
- Layout of the press release
Want to see what a typical press release looks like? Download our FREE press release template .
Tip: Consider saving a branded press release template in PDF format with your contact information and company details so you can work from it every time you write a press release.
If you’re still not sure what to include, take some time to read some press releases from others in your industry. For example, look at how Crytex covers the topic of its video games and creates buzz among enthusiasts, or how Skoda used the World Rally Championship to build its brand.
3. Have a word count in mind
Most press releases are between 300 and 600 words .
- There’s no real right or wrong cambodia telegram data answer to the question of how long a press release should be, but generally speaking, it’s best to keep it as short as possible.
- Some smaller news outlets share press releases in near-unabridged form. Larger publications tend not to do so. So keep your press release short and simple.
- If you have a lot to say, indicate that you remain available for interviews and wait for interested journalists to follow up.
4. Integrate useful and timely statistics
Studies and statistics are incredibly useful tools to include in news releases.
They make your headlines compelling and eye-catching. As a reader, you may have noticed how statistics are common in headlines . By providing relevant, accurate, and interesting statistics, you simply give journalists the opportunity to use these numbers when writing about your product or service.
You can find useful statistics on Statista , a global database platform containing studies, forecasts and statistics for almost every industry. Other useful statistical sites include the Office for National Statistics (if you are targeting a UK audience) and the US Census website (especially the QuickFacts section ) for US-based businesses. There are similar government sites in other countries (editor’s note: INSEE in France).
5. Make the hook obvious
The statistics we just mentioned are a good kuo-hsiung wong founder & coo example of a “hook.” One of the most important things a journalist learns is how to get readers interested in a story.
- The average reader doesn’t care that financial company A has just launched a new retirement product that tracks international markets.
- Readers may be interested in the fact that nearly 50% of Americans have less than $100,000 saved for retirement: Financial Company A’s product offers a low opening balance and flexible monthly payments, making it easy for anyone, even low-income earners, to save.
The essence of the press release remains the same. The difference is in the hook. When writing a press release, it is essential that you explain why the dating data journalist, and ultimately the reader, should be interested in this new product or service.
Anchor things in the season
Another good example of a hook is a seasonal event or “National Dog Day.” No matter what you sell or produce, there’s most likely a day associated with it. If you run a dog boarding business, you might find it helpful to talk about National Dog Day (September 23rd in the United States).
Look through the national holiday calendar and make a list of little-known days that you can use to draw attention to your business.