How to write an effective press release?

The press release is an important tool in the arsenal of the PR specialist. It is a way of conveying information, but also a powerful instrument for shaping brand image. An effective message can open the door to the media, attract the attention of journalists and reach a wide audience. How do you create a message that not only informs, but also inspires and engages?

What is a press release? 

A press release is an official statement from an organisation to the media and the public. Its main purpose is to communicate relevant information about a company, product or event in a clear and concise manner. However, the role of a press release goes far beyond simple information.

A well-written press release can:

• Build brand credibility by providing reliable and timely information.
• Shape the narrative around the company or product before others do.
• Generate media interest and potentially lead to wider coverage.
• Support business objectives by increasing brand awareness and potentially generating leads.

The press release also has an archiving function. It provides an official record of company events and decisions that can be referred to in the future. For many organisations, especially those listed on the stock exchange, issuing regular press releases is a legal requirement to ensure transparency of operations.

Key elements of a press release

An effective press release consists of several elements that together form a coherent and convincing whole. Let's take a closer look at them.

Catchy title

The title of a press release acts as a first impression. It must catch the journalist's attention in the sea of other information he or she receives every day. Effective title:

• It is concise and specific - ideally within 60-80 characters.
• It contains the most important information or the main message of the message.
• He uses active verbs that add dynamics.
• It avoids jargon and abbreviations that may not be understood by a wider audience.

An example of a good title: "XYZ Company introduces breakthrough plastic recycling technology" instead of "New product from XYZ Company".

Lead

A lead is the first paragraph of a communication, which should contain the essence of the whole information. The journalist often decides from the lead whether the message is worth reading further. Good lead:

• It answers the basic questions: who, what, where, when and why.
• It is concise - no more than 2-3 sentences.
• It contains the most important facts, without unnecessary detail.
• It encourages further reading, leaving room for expansion later in the message.

An example of a good lead: "Cupertino, California - 12 September 2023. - Apple today announced the launch of iPhone 15, the most advanced model in the brand's history, which introduces innovative features such as the new A17 Bionic processor and USB-C port. The event attracted millions of online viewers."

Structure of the message

The lead is followed by an expansion of information. This part of the communication should:

• Provide additional detail and context.
• Be organised according to the inverted pyramid principle - from the most important to the less important information.
• Include quotes from important people in the organisation.
• End with a short summary or call-to-action.

At the end of the message, information about the company (boilerplate) and contact details for the media contact person are included as standard.

How do you write a press release that will attract attention?

The press release should be written in clear and precise language. Avoid long, complicated sentences and excessive use of adjectives. Focus on facts and specifics. Remember that a journalist may use your release as the basis for his or her own article, so the clearer and more factual your text is, the more likely it is to be used.

Although the message is addressed directly to the media, the ultimate recipients of the information are the readers or viewers. Therefore, adapt the language and tone of the message to the specifics of your target audience. If your product is aimed at young people, you can afford more dynamic and modern language. If you are communicating to the B2B industry, use appropriate terminology, but avoid excessive jargon.

The most common mistakes in press releases

• Excessive focus on promotion instead of information.
• Lack of specifics and overuse of generalities.
• Incorrect structure and lack of hierarchy of information.
• Linguistic errors and typos that undermine professionalism.

To avoid them, always proofread carefully, ask someone to read the message before sending it and make sure that every sentence adds value to the message.

Distribution of press releases

Writing a great message is only half the battle. Getting it to the right audience is just as important. In recent times, the distribution of press releases has undergone a significant transformation.

Traditional emailing of communications to editors still has its place, but other options are worth considering:

• Platforms for press release distribution (e.g. PR Newswire, Business Wire)
• Publication on its own website in the "News" or "For the media" section
• Sharing on social media
• Use of tools to target specific journalists and industry influencers

The choice of channels should be tailored to your specific industry and target audience. Different media may prefer to receive information in different ways.

How to analyse the effectiveness of a press release?

Assessing the effectiveness of a press release goes beyond simply counting publications.

It is worth noting

• Quality and prestige of the media that published the information
• The tone and context in which the information was presented
• Publication reach and potential impact on the target audience
• Interaction and commentary on social media
• Impact on website traffic or product interest

Example of a good press release

Let's look at a sample press release that combines all the elements discussed earlier:

[Headline] XYZ Technologies introduces breakthrough water purification technology

Date] Warsaw, 15 November 2023

[Lead] XYZ Technologies, a leader in environmental solutions, today announced the launch of its innovative 'AquaPure' water purification system. The technology promises to revolutionise the water treatment process, reducing energy consumption by 50% while increasing treatment efficiency by 30%.

[Content]. The 'AquaPure' system, developed by XYZ Technologies' team of researchers, uses advanced biological processes combined with nanotechnology. The solution addresses the growing global challenge of access to clean water.

"Our technology has the potential to significantly improve the quality of life for millions of people around the world," says Dr Anna Nowak, the project's chief technologist. "AquaPure purifies water more efficiently while doing so in a sustainable and environmentally friendly way."

The first installations of the 'AquaPure' system are planned for early 2024 in selected cities. XYZ Technologies anticipates that by the end of 2025, the technology could be in place at more than 100 treatment plants across Poland.

[Boilerplate] About XYZ Technologies: XYZ Technologies is an innovative technology company specialising in environmental solutions. Based in Warsaw, Poland, the company employs more than 500 experts and scientists working on technologies that have a positive impact on the planet.

[Contact]. For the media: Jan Kowalski, Communications Director, [email protected], tel. 123 456 789

This sample press release contains all the important elements: a catchy title, a succinct lead, a follow-up with an expert quote, information on future plans and standard company details and a contact for the media.

How to avoid mistakes in press releases?

We most often associate positioning for selected key phrases with website building and content marketing. This is not surprising, as this is where the words most often appear to help a company achieve high rankings One of the most common problems in press releases is the excessive promotion rather than providing accurate information. Rather than using exaggerated adjectives and marketing language, it is worth focusing on the facts and the value the message offers to the audience. Lack of specifics is another mistake - giving numbers, dates or facts significantly increases the credibility of the message.

Messages can also be too long or complicated. It is important that each piece of text brings value and is as concise as possible.

It is also worth bearing in mind the needs of journalists. The press release should be a working tool for them, so it is worth providing ready-made quotes and additional material to facilitate their work.

A final but equally important issue is lack of topicality. Communications should be about new and relevant developments, not about outdated or insignificant issues.

How to improve your press releases?

It is worth looking at which previous press releases have been the most successful and reflecting on why. Gathering feedback from journalists is extremely valuable here, as their perspective can help you improve your content.

Keeping abreast of industry trends allows you to better adapt the style of your messages to media expectations.

Experimenting with the format - for example, adding multimedia or interactive elements - can increase the appeal of the message. It is also worth remembering to optimise for SEO, especially if the messages are published on a website. This will make them more visible in search results, and this will attract more media and audience attention.

Creating effective press releases is an art that requires practice and continuous improvement. Your press release is competing for attention with hundreds of others. Therefore, it is important that it is informative, but also engaging and valuable to your audience. By following the tips above, you will significantly increase the chances that your press release will be read and also used by the media.