How to Make a Press Release
Press releases are powerful business tools. They provide a direct line to journalists, bloggers, and media outlets, expanding your reach and lending you third-party credibility.
But what is a press release, and how do you write one that stands out? What is the optimal press release format, and how do you send it to ensure it reaches the right people? Here's everything you need to know to get your business in front of a larger audience.
What Is a Press Release?
A press release is a newsworthy story written by an organization to attract the attention of journalists, editors, and influencers. Writing a press release gives companies an avenue to get their story out in the world, whether to share product launches, new leadership, awards, events, or any other newsworthy announcement.
Press releases picked up by publications are a form of earned media. They expand a business's reach and credibility and also create a powerful web of backlinks to help drive traffic to a company's website.
What To Include in a Press Release
The recommended press release format is designed to grab journalists' attention and communicate your message. Here are the essential elements of a press release outline:
Headline: It should be concise, accurate, and attention-grabbing to draw the journalist’s interest immediately.
Dateline: Include the company's city, state, and release date, providing context and relevance.
Lead Paragraph: Summarize the main points of the story to grab the reader’s attention right away.
Body Paragraphs: Provide the rest of the information in an easy-to-digest format. Bulleted lists or data can be helpful for complex announcements.
Boilerplate: This should be a brief description of your company, typically including a link to your website or another landing page for further information.
Contact Details: This is essential for journalists to know who to contact for more information and how to reach them.
Press Release Template Example
Here is an example of a sample press release template. This outline is for a product launch, but the format can be applied to any announcement:
FOR IMMEDIATE RELEASE
Media Contact (This can be placed at the top or bottom of the release)
[Name]
[Title]
[Email Address]
[Phone Number]
[Company] Launches Life-Changing New Product
[City, State] – [Date] – [Company Name] Announces the Launch of [New Product Name], a Revolutionary [Product Category]
Lead Paragraph
What is exciting about this product or service? What problem does it solve? Who will benefit the most? Briefly describe the new product, highlighting its key features and benefits.
Body Paragraphs
Elaborate on the product's functionalities, technical aspects (if relevant), and competitive advantages. You can include a quote from a company executive or other authoritative figure expressing their enthusiasm or approval.
Boilerplate
Briefly describe your company and its mission. Include a website link and a call to action, inviting readers to learn more.
You can adapt this format to fit your announcement. Take a look at this example on Issuu:
How Long Should a Press Release Be
A press release should fit on a single page, generally between 300 and 400 words. This short length allows journalists to grasp the newsworthy information quickly. If a journalist is interested and wants more information, they will contact the media contact listed on the release.
A short and direct press release is easy for busy people to review quickly. A concise brief helps you prioritize your key points and clarify your core message.
There is some flexibility. If you can share your message in fewer than 300 words, go for it! If your message is complex or needs some explanation, going up to a page and a half will not affect the impact of your press release.
Issuu Insider Tips on Creating a Press Release
Crafting a standout press release is an art, and with Issuu, it's easier than ever to master this craft. Here are some insider tips to make your press releases not just effective but unforgettable:
Incorporate Links within your press release to direct readers to additional resources, such as product pages, company websites, or related news articles. This will easily enrich the reader’s experience and drive traffic to desired pages.
Leverage Issuu's Social Posts feature to create eye-catching visuals that complement your press release. A well-designed social post can serve as a teaser, enticing journalists and influencers to read more
Break down your press release into digestible, mobile-friendly Articles. This allows you to highlight key points, quotes, and essential information in a format that's easy to read and share.
Use Fullscreen Sharing to present your press release in a visually immersive way. This feature turns your message into a stunning fullscreen experience, and it’s an excellent way to capture the attention of media professionals who receive countless releases daily.
Enhance your press release's reach by embedding it directly onto your website or blog. Issuu’s Embed feature allows you to seamlessly integrate your press release into any digital platform, providing easy access for visitors and increasing the chances of it being picked up by search engines.
Get Your News in Front of Everyone Who Needs To See It
Press releases are a vital tool for gaining exposure, gaining valuable backlinks, and winning earned media coverage. As a direct line to journalists and media outlets, a well-crafted press release gets your newsworthy stories to a broader audience.
Issuu exponentially expands these benefits by making it easy to transform press releases into dynamic, interactive experiences. By utilizing Issuu's features, you can captivate your audience and maximize your exposure with ease. Ready to make media waves with your message?