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How to write a news release like a PR professional

By Sydney Perry

Three steps for an effective press release that can earn your company media coverage


A woman writing.For over 120 years, the news release has helped public relations professionals communicate important information efficiently. A press release allows a company to share newsworthy information to target audiences and ensures they all consistent, accurate information. It is an official statement of your company’s stance and can position you as a leader.


To get started spreading your company’s newsworthy messages, follow these three tips for writing a news release like the PR pros.


Audio: Listen to this article.


1. Grab them with the headline

To ensure you have the readers’ full attention, you need to start with a solid hook. Whether you have a viewer on social media or a journalist looking for a story, you only have a few seconds to convince them your release is worth reading.


Keep your headline 8-10 words long and give just enough information to make your reader curious while telling them the news. Brevity also ensures viewers can see the entire headline on social media without a character limit cutting off words.


In this example from ModCloth, an online vintage clothing retailer, the company communicated its main message while intriguing the reader with some light humor. ModCloth had decided to shut down its website for the holiday and stayed shut down on Black Friday, one of the busiest shopping days of the year. To share the news, the company utilized clever wording that successfully got its message across while staying light-hearted. 


An example of a strong press release headline.


2. Keep it concise

Your piece should be written in inverted-pyramid style with the most important information at the top and the least toward the bottom. By communicating the newsworthy elements first, you increase the likelihood of a journalist wanting to cover your company’s news in the media, gaining you earned media coverage.


According to Muck Rack, 68% of journalists prefer pitches under 200 words. This means journalists prefer concision, and you must briefly get your full point across to ensure a journalist decides your story is worth their time. 


3. Don't get too technical

News releases typically reach journalists who aren’t experts about the topic, so your news release should be easy to understand. No matter what industry your company is in, everyone should be able to read and understand the information you share in your release – it’s important to speak directly to your readers in ways they will comprehend. 

To learn more about how we can help you create flawless, excellent content that will reach your target audience, contact us at 888-PR-FIRM-8 or book a no-obligation consultation today.


Photo by RF._.studio

Topics: news release, earned media, news media

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