How Do You Write a Press Release?

So you want to know how to write a press release?

Remember this. A press release is news. Repeat that until it sticks because there are quite a few press releases writers out there who don't quite grasp the concept. Even if it is not technically news, it needs to sound like news. The only difference between a press release and a news article is that press releases are written by businesses while news articles are written by journalists. That is a big difference. It used to be more of a difference when journalists were the only ones reading press releases. These days, businesses are publishing press releases on websites and through publically available press release distribution services.

That means that anyone can view a press release. Therefore, press releases need to be written for the public.

Quality press release writing is a skill. It requires organization, fact gathering, impeccable grammar, and storytelling abilities. It is a responsibility usually assumed by a public relations specialist, but it can also be done by someone in the marketing department, or a skilled copywriter. Of course, if you need a press release and are unable to hire anyone to do it for you, you can always write it yourself. Individuals and small organizations sometimes take this route.

There are a couple of things to consider when writing a press release. Mainly, press releases must be useful, understandable, and accurate. It also helps significantly if your press release is interesting, but make sure you have readability down first. Really interesting information that can't be understood serves no purpose whatsoever. Likewise, information this is inaccurate can seriously backfire and land your company in a heap of trouble. So do your research, check your facts, and edit for cohesion, connectivity, fluency, and (of course) grammar and mechanics.

Press release writers who feel that they can also make a press release really "interesting" need to be careful about their approach. No matter how amazing a writer you are, a press release is not creative fiction. Keep it simple. It is news. The news should be interesting. The writing should be invisible. This is a trademark of all good writing, especially business writing. If your readers start noticing the sentence structure or the language, it is probably because they are having trouble following the sentence. Likewise, if you have to figure out the meaning of the sentence, then the writing is probably poor. Ideas can be complex, but the writing should be streamlined. Seriously. Keep it simple.

The content of a press release is usually summed up in the first sentence. The first paragraph should answer the questions: Who, What, Where, When, and Why. Who is the press release about? What happened? Where did it happen? When did it happen? Why is it "news" and/or why should anyone care?

Once you have answered these simple questions, the rest of the press release should explain the answers in more depth. Include statistics, analytics, and facts where appropriate. Break up paragraphs into small chunks for easier readability and include quotes from leading officials wherever possible and appropriate. Naturally, press releases vary depending on the subject matter, so when writing, always keep in mind the purpose of the press release. What is its job? What is the one idea you want people to remember after having read it? Emphasize that. Don't try to do too much. You can always write another press release.

Most press releases contain what is called a boiler plate at the bottom of the page. The boiler plate shares information about the company, and sometimes more than one company if it is a joint press release. This "About Company" section is genuinely factual and straight-forward. It answers the question "who are you and what do you do?" for anyone who may be unfamiliar with your company's name, business, or reputation.

Press releases either begin or end with contact information. It should be easy to identify who to contact for more information. Remember that the idea is to simplify the process of obtaining information so that journalists can write feature news stories about your company. Don't make it difficult for journalists to get in touch with you. They may need to check your facts, or obtain clarifying information. Don't make it hard for them.

For an online press release, make use of the boiler plate as well as the content includes relevant links to the company's website, product, or email. Although a press release is news, you are probably releasing it because you or your company wants to sell something, offer service, solicit service, or in some way motivate others to act. Make it as easy for them as possible!