You must be aware of the hype around press releases. And, why not!
Press Releases have successfully proved to be the most efficient marketing tool. But have you ever wondered what goes into brewing the perfect PR recipe?
While there could be many who know how to write a PR, but only a chef knows and picks the best ingredients to create a savory sensation!
In the same way, professional writers can season their sentences with the perfect touch of professionalism to gain attention.
If there is one thing that you need to understand it is that a press release is a very crude feature of your organization. It has to follow certain guidelines.
You can’t just write PR content in whatever way you choose. Through PR you choose to communicate with different media outlets. Therefore, it should be simple, meaningful, and yet very effective!
Hence, it is crucial for you to know the writing press release format correctly.
Unfortunately, many people believe that finding a writing format is sufficient.
Well no, you need to realize that every media outlet has different submission guidelines. And, you can only reach out to them effectively with the help of an expert.
A PR template consists of 8 sections. And if you miss out on any one of them, expect your PR to remain under thousands of ignored stories.
So, here’s a guideline to how to write a press release format:
1. Date & Logo
Let’s start at the very top. The first section of a professional PR consists of the date and the company logo.
Mention the date on which you’re pitching to the media. This way the journalists know that it’s a new story and is worth considering.
After all, no one wants to read old news.
PRO TIP: Use the word EMBARGOED followed by the date.
Also, include the logo of your company in the top right corner.
2. Headline
An eye-catching headline is enough to hook the journalist’s attention. Most of the journalists receive over 200 email pitches/ day. So, if you don’t provide specific information, your PR could get lost in the pile!
This is where you need a professional’s guidance. They are aware of the smart tactics that can get your PR through. Some headline writing tips are:
- Keeping the headline under 10 words
- Including 4-5 main points of the story creatively
- Include relevant keywords (don’t overstuff!)
3. 1st, 2nd, & 3rd Paragraph
Now that your headline has grabbed your attention, it is the first paragraph that is going to decide your fate.
Basically, you get 25 words to put across the entire story. Sounds tough?
You can always approach an expert!
The intro explains the what, who, how, when, why, and where of the PR.
The 2&3 paragraph is where you really need to develop the core of your story. The professionals tend to include the factual pieces in the 2&3 paragraphs.
This provides the journalists a detail of your story.
- An expert does it in the following ways:
- Maintain a natural flow in each paragraph
- No repetition of words/ content
- Avoid echoes in the body of the PR
- Deliver a compelling storyline
4. Good Quotes
Here you introduce your spokesman. This is the person you want to be the face of your business. Hence, choose carefully as they may be asked for future interviews.
Follow the best practices to write press release quotes. The quotes section generally delivers the ‘why’ behind the PR. It communicates your passion.
It is important for a quote to sound personal and not robotic. So, if in doubt, allow a professional to lead it.
They introduce them with their full name and designated position at the start of the quotes. And, make it sound human to get the message right.
5. Core Messages
It’s time to include the factual details and other messages.
It could be:
- Where/ when your product is available
- Website address
- Price of the product
- Any technical information about the service/ product
6. End Paragraph
An expert can surely help your PR come to a neat conclusion.
The end paragraph gives the final touch and shows what is coming next to your business. This helps the journalists to check how credible your story is.
7. Contact Details
Make sure to include all the contact details of the person who is handling the PR inquiries.
Include their phone number, name, and email address. Simple!
8. Boilerplate
The Boilerplate is what includes additional background information. This is particularly useful to journalists. Follow a few tips to write a boilerplate and broaden your marketing goals.
What does this include?
- Brief information about the history of the company
- Sales figures and other demographic information
- Links to reports/ articles
Some Precautionary tips:
- Avoid grammatical or spelling errors
- Shoot the PR within 400 words
- Put out a crisp and concise news
- Never embed photographs
- Avoid sending through attachments
