Do's and Don'ts of Writing Press Releases

Public relations as a profession can be traced back to 1900 — that’s a long time. Now, more than 120 years later, it’s easier than ever to find ways to connect with stakeholders and communicate important news. While the way PR pros communicate has evolved, one thing remains the same — the value of the good old-fashioned press release. 

A well-written press release can help share your organization’s message, attract media attention, and engage supporters. However, writing an effective press release requires a clear understanding of what works and what doesn’t.

In today's fast-paced media environment, journalists and editors receive many press releases daily. To make yours stand out, it must be clear, concise, and compelling. A press release needs to grab attention quickly while conveying your message in simple terms. This involves using the right structure, avoiding common mistakes, and focusing on the key elements that make a press release effective.

Understanding the do’s and don'ts of press release writing can significantly improve how your organization’s news is received. By following best practices, you can create press releases that inform and inspire action. Let's dive into the essentials of writing press releases that capture attention and effectively communicate your company’s mission.

The Importance of Clear and Concise Information

Clear and concise information is key when writing a press release. Journalists often have limited time to read through numerous emails, so if your press release is too wordy or confusing, it may be dismissed. Keeping your message straightforward helps ensure that your main points are understood quickly.

Start with a strong lede, or opening, that answers the “five Ws”: who, what, when, where, and why. This section lays the foundation for the rest of the release. Each sentence should add value, providing necessary details without unnecessary fluff. Avoid jargon or technical terms that may confuse the reader. Plain language is more accessible and helps the media immediately understand the value of the news you share.

Short paragraphs and bullet points help make the information easily digestible. Breaking down relevant information into skimmable sections ensures readers can quickly grasp the essentials. The goal is to provide a straightforward, compelling story highlighting your news’s importance and why it matters.

Do's: Best Practices for Writing a Press Release

1. Focus on the Essentials: Start with a strong headline that grabs attention. Ensure the first paragraph answers the who, what, when, where, and why. Provide the most crucial information upfront.

2. Be Fact-Based and Objective: Stick to the facts and avoid exaggerated claims. Journalists appreciate accuracy and reliability in press releases.

3. Use Quotes Effectively: Include one or two quotes from key individuals in your organization. Quotes add a personal perspective and can highlight the impact or significance of the news.

4. Be Brief but Informative: Aim for no more than 500 words, which ensures you’ve included enough detail without overwhelming the reader.

5. Include Contact Information: Provide contact details for someone who can answer media inquiries. This can be included at the end of the release or in the header space. 

6. Add a Boilerplate: Include a short paragraph about your organization at the end of the press release. While rarely printed, this section gives a brief background to reporters unfamiliar with your organization.

Don'ts: Common Mistakes to Avoid

1. Overloading with Information: One of the most common mistakes businesses make is trying to include too much background information. Press releases should be to the point and have a singular focus. Avoid adding irrelevant details that distract from the main message.

2. Using Jargon: Avoid using technical terms or jargon that might confuse readers. Stick to clear language that everyone can understand.

3. Being Too Promotional: Press releases should inform, not sell. Avoid sounding too promotional or using marketing hype. Focus on the news and its significance rather than trying to pitch your organization.

4. Ignoring the Target Audience: Tailor your press release to the interests of the media outlet or journalist you are sending it to. A one-size-fits-all approach rarely works.

5. Neglecting Formatting: Poor formatting can make reading your press release difficult. Ensure you’re following the standard press release format with clear headings, short paragraphs, a boilerplate, and necessary contact information.

6. Skipping Proofreading: Mistakes can hurt your credibility. Always proofread your press release for spelling, grammar, and factual accuracy before sending it out.

Crafting a Compelling Headline and Lede

The headline and lede are the most important sections of a press release. The headline should be concise and intriguing, summarizing the main point of the press release in a few words. It should grab interest immediately and entice the reader to want to learn more.

The lede, or the first paragraph, is where you hook the reader with the core message. It should answer the key questions: who, what, when, where, and why. This summary of essential information ensures that even if readers don’t read the whole release, they will understand the main points.

• Be Specific: Avoid vague language. Clear and specific information in the headline and lede helps draw in the reader.

• Use Active Voice: Active voice makes your writing more dynamic and direct. For example, rather than saying, "The event will be hosted by Dunder Mifflin Race for the Cure," say, "Dunder Mifflin Race for the Cure will host the event."

• Highlight the Impact: Leverage data and stats to help demonstrate the significance of your news.  

• Keep It Short: Both the headline and lede should be brief. The headline should ideally be under 10 words, and the lede should be no more than three sentences.

Writing an effective press release is a learning experience. It requires balancing clear communication with engaging storytelling. By using the do’s and don’ts in this guide, you can create compelling press releases that inform reporters and communicate your organization’s mission. 

Need help writing a press release, securing earned media coverage, or developing a PR strategy? Learn how K.E.Baker Public Relations’ PR Services can help you communicate with impact – schedule your free consultation today.