A press release is as powerful as the writing behind it is. In most cases, some news fails to gain traction mostly due to two reasons: the form of the press release is not there, and the content is poorly written. To write an effective and great press release, one must follow the form and to include all the required elements, while also providing value and sharing information with the reader.

How to Write a Good Press Release?

Writing a good press release is not just about throwing random information about news you’d like to spread. It’s more about following the right structure of the press releases and taking care of how you are going to shape the sentences and the words. Since press releases play a role in modern SEO, you also need to have SEO best practices in mind while writing them. If you need help with writing press releases, we can assist you – check out our Write and Distribute plan here.

A good press release is one that follows the form and provides value to the reader. One aspect of the press release is including all the elements (headline, subheader, dateline, etc.), and the other one is providing information that is newsworthy for the media distributor, and also customer-worthy from their point of view. 

What Are the Elements of a Well-written Press Release?

01. Headline

The headline is the most important part of the press release, since, depending on it, the reader will decide to read or skip the article. The headline must be catchy, but it also needs to communicate the core of the news in a single line. Writing an effective headline includes focusing on the fact, not on marketing, and keeping it concise (under 110 characters, ideally). Only share the most important information in the headline to make the article worth reading.

02. Subheader

The subheader is directly connected to the headline and provides additional value to it. It is supporting content that highlights a secondary angle that supports the story. The headline itself should not repeat here; on the contrary, the subheader should provide a completely new layer of information, but closely tied and related to the headline. When a headline is in the form of a question, the subheader provides a short and concise answer to it.

03. Dateline

The dateline shows the date and the location of the press release. It is important to include this in the press release to keep track of the timeline and to provide additional relevance to the reader – when and where the news is coming from. This is especially important for time-sensitive information. Another reason why to include the dateline is professionalism – a press release without it looks incomplete and sloppy. 

04. The Body

The body of the press release is where the story, news, announcement, or achievement is shared. The way the body is written is also important, so it should start with a strong first paragraph that answers the five fundamental questions (who, what, when, where, why), giving the reader everything they need to know about the story. Start with the most important information, and work your way down to less important details, just like an inverted pyramid. 

05. Quote

A quote is a way to increase the credibility of the press release and to “humanize” it. Adding a quote from the CEO, founder, senior manager, or just sharing the company’s mission or vision is more than enough for this part. Adding a quote is also beneficial for journalists, since they don’t have to conduct an interview, but they still have something useful to work with. Make sure the piece of content shared here is unique and original.

06. Boilerplate

Boilerplate is a short paragraph at the end of the press release where the most important details about the issuer (the company) are shared. This is a great chance to allow the readers to become familiar with your business by sharing who you are, what you do, who you serve, when the company was founded, etc. This is basically an elevator pitch of your company, in three to five sentences. Some media outlets decide on approving or rejecting press releases based on boilerplates. 

07. Contact Info

Each press release needs to contain contact information of a representative of the company. It can be anyone relevant and with authority. Typical information shared is name, email address, and phone numbers. This is intended for journalists who wish to follow up on the news and to find out more, make a new article, etc. 

08. Press Room

The press room is there to provide all the details that the media may find beneficial and useful. This contains all the details about the company and links to the website where all interested parties can find out more about your business or previous press releases. This part signals that your business is media-ready, and it also improves the SEO value of your press activity. 

Points to Remember While Writing

01. Utilize 5W Technique

A well-written press release must answer the 5W questions – who, what, why, when, and where. Keep this in mind while writing the press release, since it is the backbone of all effective articles. The answer to these five questions should be in the first paragraph of the body of the press release. To make sure you’ve included all the information, make a checklist – who is involved, what is the announcement, when it’s happening, where it’s taking place, and why it matters to the audience.

02. Use Relevant Keywords

A press release is more than just information – it can be a core booster of your SEO strategy. When writing the press release, make sure to use all relevant keywords and place them naturally throughout the text. This way, you are helping your targeted audience to reach out and find your press release through search and beyond the initial distribution window.  

03. Use hyperlinks

Including hyperlinks in your press release can give the readers a direct path to your website’s homepage or any other page you’d like to drive traffic to (product page, landing page, another related article). This will drive real referral traffic and will also support your SEO through contextual linking. However, be selective with the links and use them only naturally and with purpose, with a maximum of two per press release. 

04. Use Visual Elements

The fastest way to draw attention to some piece of information is to present it in the form of a visual element (image, infographics, headshots, event photography, etc.). This will keep the readers engaged, and you will also get a few bonus points from the journalists – the media loves it when there is more than just plain text. If possible, make the images downloadable in full resolution. 

Conclusion

Writing an effective press release demands following the structure and expressing creativity. The form of the press release must be there – it must include a headline, subheading, dateline, etc. However, the way you present the information you have to share needs to be engaging, easy to read, and understandable to everyone. This is why every detail matters, and how you incorporate them can make a difference between a good and a bad press release.