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August 23, 2023

8 Essential Tips for Writing an Effective Press Release

Crafting a compelling press release is a crucial skill for any business or organization seeking to generate media coverage and increase brand visibility. A well-written press release can attract the attention of journalists, engage readers and communicate key messages effectively. To help you master the art of press release writing, here are eight essential tips to ensure your press release stands out from the crowd.

  1. Start with a Captivating Headline: Your headline should be concise, attention-grabbing and summarize the most newsworthy aspect of your press release. Aim for a strong and compelling headline that piques the interest of journalists and entices them to read further.

    Example Headlines:
    XYZ Corporation Launches Innovative Product to Revolutionize Industry Standards
    Local Restaurant Chain Expands Operations, Opening New Location in Downtown Area
    ABC Company Receives Prestigious Industry Award for Outstanding Customer Service and Innovation
    123 Business Opens Shop in Renovated Historic Building, Hires 12 New Employees
  2. Provide a Clear and Concise Summary: Immediately after the headline, include a concise summary sentence that encapsulates the key points of your press release. This summary should highlight the most important information and entice readers to delve deeper into the story.
  3. Craft a Compelling Lead Paragraph: Your lead paragraph should expand on the summary, providing the "who, what, when, where, why, and how" of your news. Use concise and engaging language to hook readers and encourage them to continue reading.
  4. Use Simple and Succinct Language: Maintain a professional and objective tone throughout your press release. Avoid excessive use of jargon and technical terms, ensuring your content is easily understood by a wide audience. Use clear and concise language to convey your message effectively, and don’t go into too much detail. A press release should only be a brief overview or a teaser to the full story. Journalists receive numerous press releases daily, so keep yours concise and to the point. Aim for a length of one to two pages and use subheadings, bullet points, and short paragraphs to make it easy to scan and digest.
  5. Focus on Newsworthy Information: Ensure your press release offers something newsworthy and valuable to readers. Whether it’s a product launch, an event announcement, a milestone achievement, or an industry trend, focus on providing information that is relevant and interesting to your target audience.
  6. Incorporate Engaging Quotes: Including quotes from key stakeholders, such as company executives or industry experts, adds depth and authenticity to your press release. Quotes can provide additional perspectives and help journalists tell a more compelling story.
  7. Use Multimedia Elements: Enhance your press release by incorporating multimedia elements such as high-quality images, logos, videos or infographics. Visual content can make your press release more engaging and shareable, increasing the chances of media coverage.
  8. Include Contact Information: End your press release with a website to find further details on the subject matter. Include contact information for the reporter to reach out to, including the name, email address and phone number of a media contact person. Make it easy for journalists to reach out to you and be available after distributing a press release for additional information or interviews. Most media will want to ask you additional questions or do their own photography or videography.

Writing an effective press release is a valuable skill for businesses and organizations seeking media exposure. By implementing these tips, you can increase the chances of your press release catching the attention of journalists and generating meaningful coverage. Remember to focus on newsworthy information and to only give enough information to make it interesting. With practice and attention to detail, your press releases will become powerful tools in your media relations strategy.

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TD Bank is excited to sponsor the chamber’s Educated Voices On Leading and Valuing Equity (EVOLVE) series as we seek ways to better understand and respect one another. We are committed to demonstrating strong and sustained action to support diverse colleagues, customers and communities to contribute to meaningful, measurable change.