Here at XpressWire, our speciality is finding a home for press releases that ensure maximum exposure and benefits for our clients. We also know that the quality of the press release (PR) has just as much of an impact as how well we push it. 

If your business is looking to put out press releases and gain the many benefits that come with them, you have to know how to write them. Luckily, in this article, we’ve outlined some of the top tips to create an amazing press release that will be a joy to read. 

 

Grab with the Headline 

As with anything on the internet, you have to grab your audience’s attention immediately. Many of us don’t read past the headlines anymore, which means it must be eye-catching. When writing a press release, work with the assumption that your reader will only look at the headline and nothing else. This means that your core information has to be included in that headline. If your business is releasing a new product in early May, let the audience know within the headline. 

Best-case scenario, they are intrigued enough to click on the headline and read more. Worst-case scenario, they choose to only read the headline, but either way, at least they have some level of awareness. It is also important to optimize your headline for search engines. This means the information should be delivered in the first few words, anticipating that the headline will be caught by the algorithm, and the full text won’t be shown in the results. 

 

The 5 Ws

 

 

As common industry practice, you want to write a press release that contains all of the relevant information that a reader might be curious about. Generally speaking, these are referred to as the 5 Ws: the who, what, when, why, and where. The ‘how’ can also be included in these. This essentially means that when writing a press release, the reader should be told who it is about, what is happening, when it is happening, why it is happening, where it is happening, and even how it is happening. 

Ideally, the 5 Ws should be covered within the first paragraph or two of the PRs, but must be included nonetheless. The last thing you want is your reader walking away confused about where your product will be available for purchase or when your company name change goes into effect. Make sure that these are covered in every press release, and you should be on your way to success. 

 

Links

In this day and age, press releases are mostly read online, which means that you can insert clickable links into them as you write. The inclusion of links can help you in multiple ways, as it can drive further traffic to your website, drive sales, and much more. 

As such, you should endeavour to include links in any PR you write. The best way to go about this is by creating a dedicated media links section in the PR. These will include your company website, social media links, and even contact information if you want this to be public. Make sure this is done, as it transforms press releases from information pieces to bona fide marketing opportunities. 

 

Sell Yourself 

As we said in our previous point, a press release can be as much a marketing tool as it is a way to announce information. Always remember that industry peers, journalists and potential customers might read these press releases, so it is best to make a good impression. If your business is launching a new product, talk it up and explain why it is better than what currently exists in the market. If your last release was a best-seller, mention that as well. Make sure you give your business as much credibility as possible so that customers will be inspired to patronize you, journalists will want to write about you, and industry peers will walk away with a positive impression.

In all of these, do not neglect the actual point of the press release and make sure you do not enter the realm of boasting or hyperbole.

 

Use Quotes 

One way you can supercharge your press release is by using quotes. As long as you are including words from someone in your organization, the organization you are partnering with, or any other relevant party, it is appropriate. 

More than appropriate, it can make the press release more enjoyable to read and more compelling for customers. So, when crafting a press release, include quotes of appropriate length (a paragraph at the absolute most) within the text and make sure it enhances the reading experience.

 

Mind the Length 

When writing a press release, you need to be mindful of how long/short you make it, as you don’t want to overdo it either way. Too long and you will lose readers’ interest. Too short and you might not properly sell the announcement (if that is your goal), and it might be ineffective.

Typically, a press release should be between 500 and 600 words, including your about section and links. Try to stick to this, and you should end up with a document that strikes the right balance.   

 

Outsource 

 

 

We know that writing a good press release is an art form, and sometimes, you cannot be bothered to do so. The good news is that you can always outsource this task to others. We at XpressWire not only handle press release distribution but also their creation. 

 

Conclusion

A combination of the right press release and maximum exposure can be the key to achieving your goals as a business. In this article, we’ve outlined some of the things to consider when crafting such a release. From appropriate length to including quotes to link placement. Apply these when you’re next writing a press release, and you should be fine. But if you find that you need help with writing or distributing these releases, reach out to us here at XpressWire.