Media Relations

The Subtle Art Of Writing A Press Release

By Khushi Mundhada on June 3, 2024

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A hand holds up a small white card that has black text that reads Press Release in a cursive font.

A press release is like the party invitation of the PR world! It’s the juicy scoop, spilled in written form, that lets the media and the world know about an organization’s latest shenanigans. Whether unveiling a hot new product, hitting a major milestone, or roping in a flashy new brand ambassador, press releases spill the beans on all the good stuff companies want you to know. Think of it as the ultimate bragging rights document, designed to grab the media’s attention and boost one’s brand recognition sky-high. 

Besides, drafting a compelling press release is like mixing the perfect potion for publicity. Think of it as bottling up the most exciting bits about your company or organization and serving it to media outlets with a sprinkle of journalistic flair. This is why mastering the art of writing a press release is key to snagging the spotlight and getting your brand message heard loud and clear. So, buckle up and prepare for a crash course in crafting press releases that’ll have the media buzzing excitedly. 

First & foremost, identify your newsworthy angle and target demographic.

Before you start typing away, you’ve got to uncover your newsworthy angle. Think of yourself as a detective, digging into the story’s who, what, when, where, why, and how. Whether it’s a flashy new product launch, the grand opening of a trendy store, or a celebrity spotting in your client’s latest fashion line, find that angle that screams ‘front-page material.’

Next up, it’s all about knowing your audience inside and out. Are they tech-savvy, health-conscious, or finance fanatics? You’ve got to know who you’re talking to and figure out which news outlets they’re glued to, as it will help you make a hit list of journalists who’re more likely to devour your press release like it’s their morning coffee. And remember, while your tone might switch depending on the industry, the format may remain consistent. It’s like changing your outfit for different occasions – the same style, just with a different flair!

With all the details at one’s fingertips, it’s time to assemble the components of a press release.

Headline 

Crafting an eye-catching headline demands precision and clarity to communicate the essence of the press release effectively. It must seize attention, intrigue the reader, and compel further exploration. Take, for instance, “WhiskerWonder’s Cat Cafes: Where Felines Reign Supreme.” – It’s catchy, it’s charming, and it’s sure to pique interest from all corners, especially cat lovers, who fall within the prime demographic. Moreover, the headline should set the tone for the accompanying narrative. 

Regarding the format, the headline must be written in bold typeface and a larger font size than the body text. The character count should range between 50 to 100 characters, and all words should be capitalized, except for ‘a,’ ‘an,’ and ‘the,’ or any other words with three characters or less.

Sub-headline (optional)

Although optional, subheadlines highlight the secondary aspect of the story that complements the main headline. For example, the following subheadline: “Experience WhiskerWonder’s cat cafes: a charming retreat for cat lovers and coffee enthusiasts alike,” highlights the idea of a perfect environment for humans and cats to interact, aligning with the main headline’s context. 

The subheadline should also adhere to a specified format. Its typeface should follow italics style, and its font size must be slightly larger than the body text but smaller than the main headline while staying within the character count of 90-125 characters.

Opening paragraph 

The opening paragraph should entail a brief news summary, covering the 5W’s, catchy enough to make readers go: tell me more. Like “WhiskerWonder is proud to announce the grand opening of its latest venture, WhiskerWonder’s Cat Cafes. Set to revolutionize the concept of a traditional café, this innovative establishment offers patrons a unique blend of feline companionship and gourmet coffee in a cozy, welcoming atmosphere.”

This opening paragraph is engaging because it paints a vivid picture of WhiskerWonder’s Cat Cafes, enticing readers with a playful tone and inviting them to learn more about the unique experience.

The following paragraphs

In the upcoming sections, explore the juicy details surrounding the news. Imagine unwrapping a mystery package filled with context, background tidbits, and sparkling quotes straight from the mouths of the key players while keeping things lively and engaging. However, maintain a cool, professional tone throughout, avoiding flashy sales pitch writing. To be precise, stick to just good ol’ information. 

To illustrate, the opening paragraph can be further expanded as follows:

“At WhiskerWonder’s Cat Cafes, guests can immerse themselves in a haven where cats rule and coffee flows freely. The cafe features a carefully curated selection of rescued felines, each with a unique personality and charm, ready to delight visitors with their playful antics and affectionate purrs.

“Our goal with WhiskerWonder’s Cat Cafes is to create a space where cat lovers can come together to enjoy the company of our furry friends while indulging in delicious coffee and pastries. We believe that our cafe provides a fun and relaxing environment for our guests and serves as a platform to promote animal welfare and adoption,” says (Spokesperson’s Name, Designation). 

In addition to offering a one-of-a-kind cafe experience, WhiskerWonder’s Cat Cafes will also host special events and activities, including cat-themed yoga sessions, movie nights, and adoption fairs in collaboration with local animal shelters.

WhiskerWonder’s Cat Cafes are located at (Address, City, State/Province) and will be open to the public starting (Opening Date). Whether you’re feline-friendly, a java enthusiast, or just searching for something special, WhiskerWonder’s Cat Cafes has something purr-fect for you.”

Boilerplate 

Wrap it up with a snazzy summary of your company, like a highlight reel of all the awesome stuff you’ve done. Include your mission statement, a splash of history, and any brag-worthy awards or accomplishments. Treat this part like the cherry on top of a sundae—sweet, satisfying, and totally essential for giving readers the full scoop on what the company is all about. 

To exemplify, adhere to the subsequent structure: 

About WhiskerWonder:

WhiskerWonder is a pioneering cat company dedicated to creating innovative experiences celebrating the bond between humans and felines. With a passion for animal welfare and a commitment to providing unique and memorable encounters, WhiskerWonder’s Cat Cafes offer patrons the opportunity to enjoy quality coffee while interacting with adorable rescue cats. Founded by (Founder’s Name], WhiskerWonder aims to promote responsible pet ownership and support local animal shelters through its endeavours. For more information, visit (Website Name). Follow us on (Social Media Handles) for the latest updates and cat-filled adventures.

Multi-media attachments 

Just like adding sprinkles to ice cream, attaching visual aids will make your press release pop and go viral faster than a cat video on the internet.

Contact information 

Lastly, conclude the press release with accurate contact information of the PR professional representing the company – including their name, email, and phone number. This way, journalists will be able to reach out for inquiries or to secure interview opportunities effortlessly.

You may follow the format outlined below:

For further inquiries or to arrange interviews, please contact:

(PR Professional’s Name)

Email: (PR Professional’s Email Address)

Phone: (PR Professional’s Phone Number)

Don’t hesitate to reach out – we’re here to help!

Master the art of writing compelling press releases

Perfecting the craft of drafting a captivating press release is an invaluable skill for both organizations and individuals looking to share their stories with the world. By following the steps outlined in this guide, you’ll gain in-depth information regarding the necessary elements needed in a press release that will effectively communicate your brand message, capture the interest of journalists, and secure media coverage. Stay focused on the most newsworthy aspects of your announcement, maintain a clear and concise writing style, and adhere to standard formatting and distribution practices. With persistence and dedication, you’ll gradually become proficient in writing a press release, utilizing its potential to bolster your company’s visibility and credibility in the eyes of your audience. 

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