How to Write a Press Release

Business Wire

04-05-2025

5 Tips to Increase Open Rates, Coverage, Engagement, and Shares
Crafting an effective press release is essential for capturing the attention of reporters and your target audience. By following best practices, you can increase open rates, gain more coverage, enhance reader engagement, and boost social shares of your news. Award-winning coach Ann Wylie offers five key recommendations to help you write press releases that reporters will love and that will effectively promote your news.
1. Write a Concise Headline
Your headline is the first impression of your press release, so make it count. Skip the jargon, fluff, and unnecessary adjectives. Instead, focus on strong verbs that clearly convey the impact of your news. A concise and powerful headline makes it easy for readers and reporters to understand what your press release is about.
Example:
Instead of saying, "Innovative Company Announces Exciting New Product That Will Revolutionize the Industry," opt for "Company X Launches Product Y to Reduce Energy Costs by 30%."
2. Write for Your Audience, Not for Yourself
Put the reader at the center of your story. Ensure that your news appeals to those who need it by addressing their interests, concerns, and needs. Avoid using overly promotional language or focusing solely on your company's achievements. Highlight how your news benefits your audience or solves a problem they face. This approach makes your press release more relevant and engaging, increasing the likelihood that readers will pay attention and take action.
3. Increase Readability
Make your press release easy to read by breaking up large blocks of text. Use bullet points, italics, bolding, and white space to create a visual flow that guides the reader through your content. Short paragraphs and subheadings can also help maintain reader attention. Enhancing readability reduces the chance that readers will skim over important information or lose interest before reaching the end of your release.
Tips to Enhance Readability:
Use Bullet Points: Highlight key features or benefits.
Incorporate Subheadings: Break the content into manageable sections.
Utilize White Space: Avoid cluttered text to make your release visually appealing.
Highlight Important Terms: Use bold or italics for emphasis.
4. Summarize It All in the First Paragraph
Capture the essence of your news in the first 30 words of your press release. This summary should include the who, what, when, where, why, and how of your story. Providing the most important information upfront ensures that even if readers only glance at the beginning, they grasp the key points. Include links to key landing pages or resources to maximize opportunities for inbound traffic, driving engagement and supporting your SEO efforts.
Example of an Effective Opening Paragraph:
"On July 15, Company X will unveil Product Y, a groundbreaking solution designed to reduce energy costs by 30% for small businesses nationwide. Learn more at companywebsite.com/productY."
5. Think Visually
Enhance your press release by including images, videos, or infographics. Visual elements significantly increase coverage and attention, making your story more appealing and easier to understand. Create visuals specifically designed for reporters to use, ensuring they are high-quality and relevant to your news. Providing multimedia assets can also save journalists time, increasing the likelihood that they will feature your story.
Visual Content Suggestions:
High-Resolution Images: Photos of your product, team, or events.
Informative Infographics: Visual representations of data or processes.
Short Videos: Demonstrations, testimonials, or behind-the-scenes footage.
By implementing these five tips, you can craft press releases that effectively communicate your news, engage your audience, and attract media coverage. A well-written press release not only informs but also inspires action, helping to move prospects through your sales funnel. Focus on clarity, relevance, readability, and visual appeal to make your press releases stand out in a crowded media landscape.
Top Tips to Remember:
By following these guidelines, you enhance the chances of your press release being opened, read, and shared, ultimately increasing the impact of your news.