Press Release Best Practices
Master the art of press release writing with proven strategies, expert tips, and industry best practices
Master These Key Areas
Writing Excellence
Master the art of compelling press release writing
Timing & Distribution
Optimize when and how you release your news
Audience Targeting
Reach the right people with the right message
SEO & Visibility
Maximize online visibility and search rankings
1
Start with a Compelling HeadlineYour headline should be clear, newsworthy, and under 80 characters
Example:
"TechCorp Launches Revolutionary AI Platform, Reducing Processing Time by 90%"
Include your company name and key benefit
Use action verbs and specific numbers
Avoid jargon and industry buzzwords
Make it scannable and shareable
2
Master the Lead ParagraphAnswer the 5 W's and H in your opening paragraph
Example:
"NEW YORK, March 15, 2024 – TechCorp, a leading AI solutions provider, today announced the launch of ProcessAI, a revolutionary platform that reduces data processing time by 90% for enterprise clients."
Who: Your company and key stakeholders
What: The news or announcement
When: Date and timing details
Where: Location or market
Why: The significance and impact
How: The method or process
3
Use the Inverted Pyramid StructurePlace the most important information first, then supporting details
Lead with the most newsworthy information
Follow with supporting quotes and details
End with company background and contact info
Each paragraph should be able to stand alone
4
Include Powerful QuotesAdd credibility and human interest with strategic quotes
Quote executives, customers, or industry experts
Make quotes conversational and quotable
Avoid corporate speak and buzzwords
Include 2-3 quotes maximum per release
Measuring Success
Media Pickup
Number of outlets covering your story
10-50 outlets
Website Traffic
Increase in site visits post-release
20-100% increase
Social Engagement
Shares, likes, and comments
50-500 interactions
Lead Generation
New inquiries or contacts
5-25 new leads
Brand Mentions
Online mentions of your company
25-100 mentions
SEO Impact
Improvement in search rankings
Top 10 results
Quick Reference Checklist
Before You Write
Define your key message and news angle
Identify your target audience
Research relevant keywords
Gather quotes from stakeholders
Collect supporting data and facts
Plan your distribution strategy
Before You Publish
Proofread for grammar and spelling
Verify all facts and figures
Check all links and contact information
Optimize for SEO and readability
Test email formatting
Schedule optimal release time
Pro Tips from Industry Experts
Advanced strategies used by PR professionals to maximize press release impact
Newsjacking
Tie your news to trending topics for increased visibility
Influencer Outreach
Engage industry influencers to amplify your message
Multi-Format Content
Create videos, infographics, and social posts from your release