6 Tips to Write Better Press Releases
Good media coverage is essential to your success. And a well-written press release can help you get the word out about your organization, campaign or event. To support you in writing stronger releases, consider these six tips.
1. Craft a Strong Headline.
Your headline or subject line of the email matters. You can catch reporters’ attention with a strong subject line. Once you capture their attention, they are more likely to not only open your email but take action.
2. Length Matters.
Journalists can receive as many as 50-100 press releases daily. It is beneficial to get to the point as quickly as possible. Try to focus on the essential points and consider keeping your release to 500 words or less. If your issue is rather complex and you need to say more, you can post a longer document on your website, and link to it in the press release.
3. Remember, The ‘Why’ Matters More Than The ‘What.’
It’s important to share information about your work, campaign or event. And when sharing the story, ensure that you are explaining the ‘why,’ and offering context. So many times, we can focus on what and neglect adding critical context. Aim to provide members of the media with a reason to share your work and story.
4. Quotes Matter
When you write a press release, don’t be surprised if smaller media outlets, or those with few staff, use your press release as is. For this reason, your press release should be well written, include strong quotes, and have supporting links for claims made in the release. Also, don’t underestimate the power of quotes. A strong quote can help illustrate your point and capture reporters’ attention. When crafting quotes, be mindful of the need to answer the question of why your story matters and why it matters now.
5. Pictures and Video Are Vital to News Organization’s Stories.
News organizations are visual and appreciate stories with photos. Since smaller news organizations sometimes lack the resources to have personnel take their own pictures, attaching a photo or two to your press release can be extremely helpful to media outlets, and your cause.
In addition to photos, many news organizations are prioritizing video content. You can use video to help share your story with the media. Take a short clip of your group in action. Share a clip of a quote from your group’s leader. Sharing quotes, videos, and pictures will help your press release stick out.
6. Include a Call to Action.
What do you want reporters to do? Do you want them to ask a question of an elected official, attend an event, or promote a petition drive? When you write press releases, be clear about the intention for doing so and the desired action you want reporters to take. Including a clear call to action, with supporting links and information, will help your release stand out.
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Chris Pugh is the media relations manager for Spotlight PR LLC, a public relations agency that supports leaders and organizations in advancing justice. Check out all blog posts and subscribe for regular communications updates.