A well-crafted press release can be a powerful tool for businesses and organizations looking to gain media coverage, attract attention, and drive traffic. However, the key to an effective press release isn’t just the content—it’s how that content is structured and delivered. The format, tone, and newsworthiness of the press release can significantly affect how it is received by journalists and, ultimately, how it performs in terms of clicks and media pickup.
1. Newsworthiness: The Core of a Strong Press Release
At its heart, a press release needs to be newsworthy. If the announcement doesn’t matter to your target audience or isn’t timely, it’s unlikely to attract much attention. Journalists are constantly inundated with press releases, so yours needs to stand out by offering something of real value.
Key elements that contribute to newsworthiness:
- Timeliness: The announcement should be relevant to current trends, seasons, or events.
- Impact: The more people affected by the news, the more likely it is to be picked up. A product launch, for example, that will reach millions has broader appeal than a smaller-scale event.
- Proximity: For local outlets, geographic relevance matters. A business expansion or partnership that affects local markets is more likely to be covered by regional publications.
- Prominence: Does the press release involve a well-known company, brand, or figure? Recognizable names can drive more interest.
- Uniqueness: An announcement that is unique or surprising tends to draw attention, especially if it breaks new ground or highlights something unexpected.
Newsworthiness directly affects clicks and media engagement. Journalists are more likely to run stories that they believe will resonate with their audience, and readers are more likely to click on stories that seem important or interesting to them.
2. The Structure: Long-Form vs. Short-Form Press Releases
Choosing between long-form and short-form press releases depends on the complexity of the news being announced and the audience it’s targeting. In most cases, conciseness is key, but certain situations may call for more detailed explanations.
Short-Form Press Releases
A short-form press release, typically around 300-400 words, is the most common format. These releases are best for straightforward announcements such as:
- Product launches
- Event invitations
- Personnel changes or promotions
- Simple business updates
Why short-form works:
- Direct and to the point: Journalists and readers often prefer quick, digestible information.
- Easy to scan: Shorter releases are easier to skim for key points, increasing the chances that journalists will pick up the story.
- Better for online distribution: Online readers often have short attention spans, making concise press releases more effective at driving clicks and engagement.
Long-Form Press Releases
Long-form press releases (500-800 words) are more detailed and typically used when more context or background is needed. Examples include:
- Major corporate mergers or acquisitions
- Significant research findings or studies
- New technology developments that require in-depth explanation
Why long-form works:
- Provides depth: For complex news, a longer format allows space to explain the impact or importance fully.
- Ideal for trade publications: In specialized industries, journalists may want more context or technical details, making a longer release more appropriate.
3. Key Elements of a Well-Written Press Release
Regardless of length, the structure of a press release is critical to its success. Here are the essential components:
Headline: Make It Attention-Grabbing and Clear
The headline is the first thing a journalist or reader sees, and it needs to grab attention quickly. It should be:
- Concise: Ideally, 6-10 words.
- Clear: Readers should immediately understand what the press release is about.
- Compelling: Include action verbs and make the headline engaging. It should communicate the newsworthiness of the announcement.
For example, instead of “Company XYZ Releases New Product,” try “Company XYZ Launches Revolutionary Product, Expected to Transform Industry.”
Subheadline: Add Extra Detail
A subheadline can provide additional context that supports the main headline. It allows for a bit more explanation while still keeping things brief.
Lead Paragraph: Answer the 5 Ws (Who, What, Where, When, Why)
The first paragraph should immediately capture the essence of the story by answering the basic questions:
- Who is involved?
- What is happening?
- Where is it taking place?
- When did it or will it happen?
- Why is it important?
The lead paragraph needs to hook the reader by getting straight to the point. Avoid fluff or overly promotional language here, as journalists are looking for clear facts.
Body: Provide Context and Key Information
The body of the press release should provide more details on the announcement, including background information or supporting facts. Include any relevant quotes from executives, experts, or partners to add credibility and humanize the story. Make sure that any claims made are backed by data or verifiable information.
Use bullet points or subheadings to break up the text and make it easy to scan. Journalists and readers alike prefer easily digestible content.
Quotes: Make Them Meaningful
Quotes should add value and context. Instead of generic statements like, “We’re excited about this new product,” use quotes that explain why the news matters or what the future holds. Thoughtful commentary from company leaders or industry experts can increase the credibility of the announcement.
Boilerplate: About the Company
At the end of the release, include a brief boilerplate with information about the company. This should be a short paragraph that provides background details about the business, including its mission, size, and scope of operations.
Contact Information: Always Include
Make sure to include the contact information for someone who can answer media inquiries. This should include a name, email address, and phone number.
4. Avoiding Common Pitfalls
Many press releases fail to gain traction because they fall into one or more common traps:
- Too promotional: A press release isn’t an advertisement. Focus on the facts, not on selling.
- Lack of newsworthiness: If the announcement doesn’t matter to the target audience, it won’t get picked up. Avoid sending out releases for every small update.
- Overloaded with jargon: Avoid industry jargon or technical language that might confuse readers or journalists.
How Newsworthiness Affects Clicks
A press release’s newsworthiness directly impacts its success in driving clicks and engagement. Journalists are more likely to cover stories that resonate with their readers, and readers are more likely to click on articles that feel relevant, important, or exciting. Newsworthy stories stand out, while run-of-the-mill announcements get lost in the clutter.
Ensuring your press release is timely, impactful, and properly formatted increases its chances of being picked up by media outlets, resulting in more exposure and clicks.
