A well-written press release can be a powerful tool to media attention and attract your target group. It enables organizations to share important announcements and put a brand on the map. Here's how to create an effective press release that really stands out.
Before you start writing a press release, it's important to be clear why you do this. A press release is mainly used to share hard news: information based on facts, figures and data. The goal is to provide news value that draws the attention of journalists, media and your target group.
Here are some of the common reasons for sending out a press release:
• Announcing a product launch
• Announcing an event:
• Sharing business results or milestones:
• Share research results
A press release follows a clear structure. Use the following structure:
The headline is the first thing someone reads. Make it short, powerful and provocative.
Preview: ““Tech start-up raises 1 million growth money.””
Provide a short addition to the headline that offers more details.
Preview: “[Company name] focuses on expanding to Germany and further AI platform developments””
Start with the key message: who, what, where, when, why, and how? This is the most important part of your press release. If this doesn't matter, no one will read on.
Preview: “[Date], [Location] - Tech startup XYZ raises one million euros from investment company ABC. The investment enables XYZ to roll out its innovative AI platform internationally and enter the German markets.”
Make sure the body of your press release is rollable, which means you start with the most important information and add more details later. This format helps readers — especially journalists — quickly understand the essence and provides additional information for those who want to read more deeply.
In this section, you can dive deeper into the details, such as:
• Figures or facts that support your claim
• Quotes from key people, such as the CEO or product developers.
• Background information about the company or project.
A boilerplate is a short paragraph about your organization. This is almost standard at the bottom of every press release.
Preview:
“About [Company Name]: Since 2015, [Company Name] has been committed to innovative solutions in the tech industry. With more than 500,000 users worldwide, they are striving for a more effective future.”
Make it easy for journalists to reach you. Mention:
• Name and position of the contact person.
• Email address and phone number.
• Possibly social media links.
• Don't start with an introduction: Keep it direct so that journalists know immediately if something is interesting for their readers.
• Use quotes. A quote makes your message more personal and gives extra credibility.
• Be visual. Always add an image to reinforce your story.
• Adjust your language. Avoid jargon and write in an active style.
• Personalize your shipping. Address your press release to specific journalists who may be interested in your topic.
A strong press release starts with a newsworthy message and follows a structured approach. By writing clearly and attractively, and distributing strategically, you increase the chance that your message will be heard. Take time to experiment and optimize based on results. Do you want to know how to reach the media next? In our free white paper, we take you through this process.
