Still No Media Coverage? This Press Release Guide is Helping Businesses Get Seen
When writing a press release for your rebrand, include:
- What the changes are
- Why the changes are taking place
- How it affects your customers
- When the changes go into effect
- Quotes from leadership
At bigger companies, executive promotions are considered big news. Organizations are constantly hiring and replacing leadership roles. Announcing changes in key positions can help stakeholders understand what’s going on and kick off a candidate’s new role in the company.
Did your company win a big award? It’s OK to brag about it. Announcements about industry awards can help solidify your company’s reputation as an expert in the space. A press release for award nominations should include:
- Why your company was chosen
- Details about the award
- Information about the ceremony (if there is one)
How to write a press release
Press releases follow a consistent format that makes it easy for reporters and editors to find the information they need. It’s important to stick to the press release format to help reporters decide to cover your story.
Here are seven steps to writing an effective press release:
- Find a newsworthy angle. Even a well-written, personalized press release will fail if the story it’s telling isn’t interesting to a journalist’s target audience.
- Craft an appealing headline. Use the main benefit from your press release to write a headline that is both clear and compelling.
- Summarize your story in your subtitle. Summarize the entire content of the press release in a single sentence that supports the heading and gives a taste of the content to follow.
- Introduce essential information. Before the first paragraph, state your company’s city and state, followed by the date. Then your opening paragraph should answer the questions, “who,” “what,” “when,” “where,” and “why” in a way that grabs the reporter’s interest.
- Provide supporting information and context. Add weight to the release with testimonials, statistics, research details, and case study excerpts. This is also the place to include a quote from the main subjects involved in the news.
- Lead into the reader’s next steps. Summarize the article and include a call to action or details of where more information on the subject matter can be found.
- End with your boilerplate. Provide a brief background and overview of the company. Include contact information. (At the bottom of the press release, it is common to include three ### symbols or “–30–” to signify the end.)
As we stated before, a release should offer something newsworthy, but it also helps to make the writing interesting.