Press releases are short documents that explain product launches, event announcements and any other newsworthy information from a company. They form an essential component of any public relations strategy.
A good press release should gain the interest of journalists and convince them to cover the topic. A well-written press release can lead to more news coverage and interviews about your product or event. This will increase your company’s visibility and increase your exposure to more potential customers.
Journalists may receive dozens of press releases every day, so yours must stand out if it is going to get any attention. Follow the tips below to write a high-quality press release and maximize your chances of getting news coverage for your product or event:
Write an engaging headline
The headline is the first thing anyone will read in your press release and needs to be engaging and accurate. It must grab the attention of the journalist so that they actually read the press release. Make sure you invest some time into getting the headline just right.
Get to the point
It’s unlikely anyone will read more than the first sentence before making their mind up on the topic, so get straight to the point in the first sentence of the first paragraph. Any further information should come later in the press release.
Answer the 5 W’s and H
Make sure you answer the following questions to ensure the reader fully understands your product or event:
- Who is this about?
- What is the actual news?
- When does this happen?
- Where does this take place?
- Why is this news?
- How is this happening?
Keep to one page
Remember that journalists are busy and will probably see dozens of press releases every day. They won’t have time to read through multiple pages. Condense the information and keep your press release to one page to increase the chances of it actually being read by someone.
An argument is more compelling with evidence to back it up. Use hard numbers in your press release to support the significance of your product release or announcement.
Quotes make a press release more interesting and add a human element. They also add more information about a product or event, particularly why a company is proud of it or why it’s important.
Include your contact information
This is essential as the whole point of a press release is to get journalists to follow up and write about your product or event. Always include the email address and phone number of the person you would like journalists to speak to at the end of the press release in your “boilerplate”.
It is also essential to add hyperlinks to more information about your company, product or event. This will allow journalists to quickly find out more about your company and its mission. It will give you the chance to guide them to the extra information you want them to see (information that you didn’t have room to include in the press release).
Include standard elements
Make sure you include all the standard elements in your press release. Start with when the release can be distributed, usually immediately. Begin the first line of your first paragraph with the date, time and location of your release or event. To indicate the end of your press release, insert the “###” sign.
Write for the audience
The traditional press release was designed to be read by journalists with the aim of convincing them to cover the topic. However, websites are now available that can host your press releases and show them directly to the customer. If you are writing a press release to be read by your customers, you may want to include more content about your company, product or event.
Any mistakes in your press release will look unprofessional and journalists will be less likely to take you seriously. Make sure you get someone else to check your press release before you send it.
How can CSOFT help with my press release publishing needs?
Our Global Communications Team is experienced in writing press releases and creating other marketing content for major companies. Our team of expert writers can help you to overcome the challenges of creating content that will resonate with journalists and potential customers alike.
Our team is entirely made up of native English speakers to ensure that the language and tone of our content is not only of the highest-quality, but also culturally fluent to deliver the greatest impact for your brand. Whether it is a press release, brochure or a website, our content specialists are experts in knowing your audience and developing the right content to target them.
What kind of content can CSOFT create for me?
Do you have any questions about press releases or the services our Global Communications Team can offer?
Call us on +1-415-889-8989 in North America, +86-10-5736-6000 in Europe and Asia, or contact us here.
Author: Chris Jones, Global Communications, Shanghai
CSOFT Global Communications
CSOFT’s Global Communications team specializes in creating top-quality content written directly in target languages. Our unique team of native speakers consists of experts from a broad range of disciplines including marketing, journalism, PR, telecommunications, computing, life sciences, and design. By only employing highly-experienced content specialists native to your target markets, we ensure your brand’s message is effectively communicated to all customers around the world.