Last updated on Jul 25, 2024

Here's how you can craft a successful press release and effectively communicate your message to the public.

Crafting a successful press release is a pivotal skill in journalism and public relations. It's your direct line to the media and, ultimately, to the public. A well-crafted press release can effectively communicate your message, announce new products or services, and even manage your brand's image during a crisis. To ensure that your press release stands out and gets the attention it deserves, you need to understand the essential elements that make it newsworthy, engaging, and shareable. In the following sections, you'll discover the key steps to creating a press release that resonates with journalists and captivates your intended audience.

1 Craft Headline

Your press release's headline is the first thing journalists see, so it must grab their attention. Think of it as a news article title; it should be concise, informative, and compelling. Use active verbs and clear language to convey the essence of your announcement. Remember, the goal is to pique interest so that someone will want to read on, not to tell the whole story upfront. A strong headline sets the tone for the information that follows and can make the difference between your press release being read or ignored.

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Patricia Maldonado

Journalist
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Em meio a tantos releases que a imprensa recebe todos os dias o seu precisa se destacar. Minha experiência mostra que, neste caso, especialmente quando você está tentando vender uma pauta para um jornalista que você não conhece, o título manchetado é o primeiro chamariz. Investir nele é o primeiro passo para despertar interesse do profissional, portanto!

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Michelle Miller Groves, EdD

President of More Than Marketing. Seasoned Social Impact Marketer, Educator, Entrepreneur + Interdisciplinary Executive Leader
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Successful press releases are timely, relevant to the audience and may even be pithy. Focus on a creative headline that gives enough information, but still encourages the reader to seek out more information further into the press release. Ultimately, the most successful releases are emailed to media and immediately followed-up on with a phone call to seal the deal. Yes, journalists do still like to speak to humans.

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2 Write Lead

The lead paragraph is crucial as it contains the who, what, when, where, why, and how of your story. This is where you provide the most important details in a clear and succinct manner. Journalists often have limited time, so you need to ensure that the essence of your message is captured immediately. A compelling lead not only provides vital information but also entices the reader to continue. It's a balancing act between being informative and engaging.

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Patricia Maldonado

Journalist
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O papel do lead é apresentar as principais notícias do seu texto, quase que um resumo, mas isso precisa ser feito de maneira inteligente. Algo "seco", sem criatividade e nem personalidade é total perda de tempo!

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3 Body Content

The body of your press release expands on the details introduced in the lead paragraph. Here you can include additional quotes, background information, and any other relevant details that support your announcement. The key is to maintain a narrative flow, making the content easy to follow and understand. Use short paragraphs and avoid jargon unless it's industry standard and you've defined it. Remember, you're telling a story; make it one that keeps the reader's attention.

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Adeline Cointe

🍏Vers les media et au-delà🚀Je vous accompagne dans votre notoriété médiatique et trouve pour vous les opportunités de prise de parole dont vous rêvez 🍏Haut comme 3 comm, croquez dans la comm' vers les media et au-delà
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Les phrases doivent être courtes. Le ton doit être neutre (on oublie les adjectifs dithyrambiques). La technique de l'entonnoir doit être appliquée (de l'info large contextuelle à l'info micro'). Idéalement, un communiqué de presse doit contenir des données chiffrées et sourcées. L'ensemble titre, chapô, corps doit faire 1 page environ ; cela permet d'être synthétique et de compenser le biais où on voudrait tout raconter et perdre l'audience. Un communiqué, une idée.

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4 Include Quotes

Including quotes in your press release can add a human element and credibility to your announcement. Quotes should come from key stakeholders involved, such as company executives or project leaders. They provide insight and perspective that can't be conveyed through facts alone. Make sure the quotes reflect the core message of your release and that they sound natural—avoid corporate speak that can come off as insincere or staged.

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Michelle Miller Groves, EdD

President of More Than Marketing. Seasoned Social Impact Marketer, Educator, Entrepreneur + Interdisciplinary Executive Leader
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Quotes obviously need to come from reputable sources, so be careful when drafting a suggested quote for a public figure. Be sure to have read up on any news surrounding the individual, so that your quote is tempered and effective.

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5 Boilerplate Info

Don't forget to include a boilerplate—a short paragraph about your company at the end of the press release. This should provide a brief overview of your organization, including its mission, history, and any notable achievements. It's essentially an "About Us" section that provides context for your announcement and can also serve as a quick reference for journalists who want to learn more about your company.

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Patricia Maldonado

Journalist
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O Boilerplate ajuda o jornalista com as principais informações sobre os assessorados, sejam pessoas físicas ou jurídicas. É um resumão que precisa ter dados que ajudem o profissional na hora da criação da matéria.

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6 Contact Details

Finally, ensure your press release includes up-to-date contact information. This should consist of the name, phone number, and email address of the person who can answer follow-up questions from the media. Make it as easy as possible for journalists to reach out for additional information or clarifications. The easier you make their job, the more likely they are to cover your story.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Michelle Miller Groves, EdD

President of More Than Marketing. Seasoned Social Impact Marketer, Educator, Entrepreneur + Interdisciplinary Executive Leader
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Time and timing are so crucial to writing effective press releases. Be sure to spell check and copyedit every single word, especially the headliner's title, before sending it out. It would also help to know your "journalist audience": their writing style, content, voice, etc. in order to be most successful with getting your piece featured by them. Good luck!

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Here's how you can craft a successful press release and effectively communicate your message to the public.

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1 Craft Headline

2 Write Lead

3 Body Content

4 Include Quotes

5 Boilerplate Info

6 Contact Details

7 Here’s what else to consider

Journalism

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