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. 

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.