How to Write an Effective Press Release

You probably read your daily news from a trusted newspaper, website or social media channel like Twitter. But how do journalists get their news? One way to effectively get the attention of journalists and deliver news to them is through press release writing and distribution.

A press release is an official document produced and issued to media to draw attention to a timely announcement or occasion. The public may not know about the professional coaching industry, and a press release can be a strategic way to announce an event or inform audiences on subjects that range from the release of new data findings to emerging developments, among other things.

Press releases provide key news announcements and pique the interest of journalists. Journalists may reach out to you to expand on the subject through an editorial piece.

Writing a press release is a chance to tell your story and highlight coaching with a concise approach that will engage journalists and target audiences.

But how do you write an effective press release? The following key points will help you build a structured and impactful press release:

Know Your News

There is no content worthy of publishing without a timely news angle. Identify what the news angle is by gathering everything you want to communicate and then asking what important pieces of information the public will find useful, such as:

• What am I writing about and why is it important?
• Is it timely information? Why does this announcement matter right now?
• Who am I targeting, and why would their readers be interested?

Once you’ve answered these key questions, you can begin to write your release.

Hunt for the Headline

Now that you’ve identified your newsworthy points, you need to prioritize what to highlight. The top point to highlight will be included in the headline and the first sentence of your press release (called the “lede”). If a journalist only has time to read the first sentence, ask yourself what is the key point they need to know?

It is important to make a statement in the title that will draw audience attention and relay the main message effectively. The headline should provide the important information and a news angle so journalists know what the news is at first glance.

Consider the Structure

Press releases follow a structure for consistency and professionalism across industries. If your announcement doesn’t follow this structure, you might throw off a journalist who won’t take the time to find out what it is you’re saying. Here are must-haves in every press release:

• Your logo above the headline. This tells audiences who you are and builds brand awareness
• Before the opening line, you need to include the city, state and date to provide location and ensure timeliness
• Include quotes from credible individuals who can serve as a face for the organization or event. Quotes add a human touch to the piece, providing representation and strategy, as well as possible interview opportunities with media
• The boilerplate is a brief paragraph that serves as the “about us” section of your company, with the mission statement and history of successes usually included. It should be the same in any press release you send out.

Mind the Length

Press releases should be no longer than one page, if possible, or two pages at the very most. Journalists are pressed for time, so be sure to include the important information in a concise way.

Remember, the goal of your press release is to generate interest—you can provide additional supporting information in an interview.

Lastly, two key points to include in the release are links to access information outside of the document, providing journalists and audiences with additional resources, and your contact information. It is important for people to know who to reach out to if they want to learn more or request an interview to write a story.

Pitch Proactively

You’ve written your release; now you want journalists to cover it. Make sure you have distributed across relevant channels and that you are reaching out to the right reporters. Without anyone listening, your press release is just a document, not a story. Journalists’ subject expertise can give you positive exposure and help spread brand awareness.

You can learn how to target the right reporters here.

Press Releases Help Get Attention for Your News

Writing an effective press release will help you develop your brand and communicate effectively with journalists. It is your chance to promote your company and expand your public presence by providing a timely and specific announcement. With the right news element and structure, you are likely to garner effective results.