How to Write & Distribute Press Releases
Writing and distributing press releases is an essential skill for any organization looking to share important news. A well-crafted press release can help you gain media coverage, attract new supporters, and raise awareness for your cause. However, knowing how to create compelling press releases can make all the difference in landing your pitch.
Understanding the process of writing and distributing a press release can seem daunting at first, but by following a few key steps, you can ensure your message reaches the intended audience. This article will guide you through the basics of creating a press release, the steps to write it effectively, how to distribute it, and how to measure its success. Let's dive into the essentials of press release writing and distribution to make sure your news gets the attention it deserves.
Understanding the Basics of a Press Release
A press release is a professional document used to communicate important information to the media. The primary purpose of a press release is to capture the interest of journalists and news outlets, encouraging them to cover your story. The release must be clear and concise, presenting the key details of your news in a plain language.
Press releases typically follow a standard format. They start with a headline that summarizes the main news in a few words. This is followed by the dateline, which includes the release date and location of the news. The first paragraph, known as the lede, should answer the “five Ws”: who, what, when, where, and why. Additional paragraphs provide supporting details and context, while the final paragraph, a.k.a. the boilerplate, includes a short description of the organization.
Press releases also include contact information so journalists can follow up for more details. Adding quotes from key representatives in your organization can make the release personable. Overall, a well-crafted press release should be engaging, easy to read, and free of jargon or fluff. Learn more about the do’s and don'ts of writing press releases here.
Step-by-Step Guide to Writing a Press Release
1. Craft a Strong Headline: The headline is the first thing reporters read, so make it compelling. It should be clear and concise, summarizing your main news in a few words.
2. Write a Clear Lede Paragraph: The lede, or first paragraph, should cover the who, what, when, where, and why to give readers a quick overview. This summary of essential information ensures that even if readers don’t read the whole release, they will understand the main points.
3. Provide Supporting Details: Use the following paragraphs to add more details. Explain the significance of the announcement, provide background information, and include any relevant statistics or facts.
4. Include Quotes: Adding quotes from key individuals can make your press release more personable. Quotes provide a human element and can highlight the impact of your news. Learn how to write better executive quotes here.
5. Add Contact Information: Make it easy for journalists to reach out for more information. Provide the name, phone number, and email address of a contact person.
6. End with a Boilerplate: This is a brief paragraph about your organization. It should include basic information like your mission, history, and any notable achievements.
Effective Strategies for Distributing Your Press Release
Once you've written your press release, distributing it strategically is crucial for gaining meaningful media coverage. The following strategies can help ensure your press release reaches the right audience:
1. Build a Media List: Create a list of media contacts relevant to your industry. This list should include journalists, producers, and editors who cover your cause or industry and your local business news contacts.
2. Send Personalized Emails: Avoid generic mass emails. Personalize each email by addressing the recipient by name and mentioning why your press release is relevant to their audience.
3. Optimize for SEO: Ensure your press release is optimized for search engines. Use relevant keywords, and include links back to your organization's website. This will improve your press release's online visibility.
4. Post on Your Website: Make sure to publish the press release on your organization's website. Create a dedicated press section where visitors and journalists can easily find more news about you.
5. Share on Social Media: Use your organization's social media platforms to share the press release, and include a clear call-to-action for your followers. Tag relevant media outlets and influencers to increase visibility.
Measuring the Success of Your Press Release
Measuring the success of your press release helps you understand its impact and improve future campaigns. Here are some key metrics to track:
Media Coverage: Track how many media outlets picked up your press release and look at metrics like unique viewers, ad equivalency, and sentiment. Look for mentions in newspapers, magazines, and online news sites.
Website Traffic: Monitor your website traffic to see if there is an increase following the release’s publication. Tools like Google Analytics can help track visitors and identify which pages they visited.
Social Media Engagement: Check social media platforms for mentions, shares, likes, and comments related to your announcement. High engagement indicates that your message resonated with your audience.
Inbound Inquiries: Measure the number of inquiries or leads generated from the press release. This can include emails, phone calls, or form submissions.
SEO Performance: Analyze the SEO impact of your press release. Look at the ranking of relevant keywords and the number of backlinks gained from other websites.
Writing and distributing a press release is an essential tool to help organizations communicate important news with their stakeholders. By understanding the basics, the do’s and don'ts, and being strategic in distribution, you can create press releases that capture attention and generate meaningful coverage.
Did you know: Kristen specializes in helping nonprofits share their stories! 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.
