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How to Write a Press Release (+ Free Template)

A well-crafted press launch will help relationship-building, handle a model’s picture, and enhance search engine optimisation.

Right here’s every thing you want to learn about press releases, together with a step-by-step information to writing a good one:

Press launch template

Do observe our template is barely a information. Make certain to seek the advice of the fashion information your organization makes use of and tweak the template accordingly. Get the template here.

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What’s a press launch?

A press launch is an official assertion delivered to members of the media. It’s generally used to share one thing newsworthy that a firm has achieved with the goal of securing media protection.

It’s usually written:

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  • In-house by the corporate’s communications workforce.
  • By a third-party vendor, resembling a employed PR company.

When is a press launch used?

Press releases are versatile and are sometimes used to announce:

  • The launch of a product, service, marketing campaign, occasion, or enterprise.
  • Main updates to a firm, resembling its rebranding, restructuring, or new hires (usually on the exec stage).
  • Details about a disaster.

This one’s solely up to you. Normally, there are 3 ways of distributing a press launch: manually, by a syndication service, or by means of a mailing listing.

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Let’s take a nearer have a look at how it’s distributed:

Manually

We’re all for manually distributing your press launch. Whereas it might be time-consuming, sending a customized electronic mail (together with the press launch) can improve your probabilities of getting media protection.

Our CMO, Tim Soulo, can vouch for this, having manually despatched out over 100 customized outreach emails as a part of a hyperlink outreach experiment.

On the danger of sounding stalkerish, it’s additionally doable to discover anybody’s electronic mail deal with in the present day.

Attempt tailoring your electronic mail with these strategies. You can:

  • Use an attention-grabbing electronic mail topic line. Editors and journalists obtain scores of press releases day by day. So make yours stand out with promoting factors, resembling “Interview alternative with Apple CEO Tim Cook dinner.”
  • Tackle your recipient by title.
  • Briefly inform them why you’re writing.
  • Tie your message to their publication or enterprise. (Why would this piece of stories swimsuit their publication?)
  • The place related, recommend one to two story angles for his or her consideration. Embody obtainable interviewees’ names and designations.

For the final level, use your discretion to resolve if it’s value pitching story angles in your introductory electronic mail.

This actually relies on the character of the information in your press launch.

As an illustration, the launch of a SaaS platform in Southeast Asia might seize the curiosity of a number of tech publications. To extend your probabilities of securing protection, take into account getting ready one to two story pitches to associate with your electronic mail and press launch. 

By way of a syndication service

Syndication providers act in your behalf to distribute press releases and have an in depth community of media contacts.

PR Newswire is one extensively used choice. It may be used to schedule or disseminate information to hundreds of stories companies, media publishers, editors, and journalists immediately.

By way of your media contacts listing

A press launch will also be broadcast through a mailing listing, maintained by both a firm’s communications workforce or a employed third-party company.

In these media contacts lists, you’ll usually discover members of the media categorized by the publications they write for and the beats they focus on—resembling tech, meals and drinks, private finance, leisure, and so on.

This ensures solely related press releases are despatched their means. It’s a worthy distribution choice should you’re brief on time and have amassed a appreciable community of contacts.

What to keep away from in a press launch

Writing a press launch is comparatively straightforward when you get the cling of it. However it will probably additionally go very unsuitable, so take heed of the next:

Not having a clear level of focus

We are able to’t emphasize this sufficient: A press launch ought to have only one newsworthy thought, whether or not you’re speaking about a product, marketing campaign, service, or occasion.

The remainder of your press launch ought to then complement this piece of data.

Should you’re not sure, return to the drafting board and ask your self: “Would I be focused on studying this and overlaying it as a information story?”

Being too wordy

Hold your press launch round 400 phrases.

If it runs far longer than that, do a reread to lower out the fluff. Do you actually need a entire paragraph detailing your organization’s mission and why it ties in with the product’s launch? Is there jargon that will not be simply understood by the layman reader?

Expressing opinions or sounding too promotional

The subtle sell will be tough to obtain, however you’ll be in good stead as soon as you discover this stability.

To do that, keep away from utilizing promotional phrases and statements—resembling “world’s greatest,” “greatest at school,” “groundbreaking,” and “one in every of a form,” to title a number of.

Except you may again these up or are a main enterprise in your trade, such phrases might work in opposition to you by lowering your credibility.

Utilizing too many quotes

We advocate utilizing not more than two high quality quotes. What defines a high quality quote, then? This brings us to the subsequent level.

Boring, clunky, or manufactured quotes

Selecting quotes is difficult enterprise. As The Guardian puts it, your quotes ought to supply perception, not info.

In essence, they need to complement the details—relatively than reiterate what’s been stated in the remainder of the press launch.

Let’s take a nearer have a look at what makes a poorly written quote:

  • A boring quote is one which provides no worth to the press launch, both by stating the apparent or repeating what’s been stated in the remainder of the discharge.
  • A clunky quote might use run-on sentences, take too lengthy to get to the purpose, or use sweeping statements.
  • Manufactured quotes fall in the identical camp as sounding too promotional.

Here’s one that checks all of the containers on this entrance:

Groundbreaking, unbelievable, magical—adopted by a loaded, information-heavy quote that ought to have been paraphrased.

Fortunately, Apple will get away with it as a result of the tech main’s success speaks for itself. In some other press launch, although, you’d possible forged doubt over the daring claims made.

How to craft a press launch in 14 steps

Now that we’ve laid out the foundational must-knows, use this step-by-step information to craft a good press launch.

1. Perceive the AP Type pointers

The Related Press (AP) is among the world’s largest information companies, and its stylebook is used as a reference level by journalists globally. It ensures consistency in your press launch content material.

Nonetheless, AP doesn’t present pointers for formatting press releases. So we’ve put collectively some normal conventions you may use:

Use a widespread font

Stick to one generally used font in your press launch, resembling Occasions New Roman or Arial.

Type your font

You possibly can differ how your font is stylized all through the press launch—resembling bolding your headings and subheadings or italicizing textual content for picture captions. We advocate utilizing the next:

  • Header: 14 pt
  • Subheader: 12 pt
  • Physique: 12 pt
  • Picture captions: 10 pt

Write in third individual

Write within the third individual—as in he, she, they, and so on. This is applicable to each model mentions and quotes.

  • Model mentions
    Apple mentions itself within the third individual in all of its press releases, including this one. So as a substitute of claiming, “We have now launched the third technology of AirPods,” the corporate phrases itself like so:

Quote where Apple mentions itself

  • In quotes
    One other factor to observe is, ideally, any featured individuals ought to be quoted previously tense—so stated, shared, famous, and so on.

Quote by Tim Cook

2. Select your format

The construction of a press launch doesn’t deviate all that a lot, as you’ll see from our downloadable template.

However there are alternative ways of internet hosting a press launch, and also you’ll need to resolve on this earlier than getting to the precise writing. Listed here are three widespread methods of doing so:

In pdf format

The pdf is usually hooked up to your introductory electronic mail—which we coated below distribution strategies above—in addition to hosted on the corporate’s web site (normally below a “Press” or “Newsroom” part).

Newsroom section on Apple's webpage

In interactive format

An interactive press launch—or multimedia press launch—is one which’s hosted on a firm’s web site as an article. You’re in a position to copy and share its components (e.g., textual content, photographs) simply or click on on hyperlinks to go to associated pages.

Here’s an instance of a multimedia press launch that includes Apple’s new AirPods. As well as to hyperlinked textual content, there are downloadable photographs positioned all through.

Image of girl running with AirPods. Download button at bottom-left corner

You’ll additionally discover these buttons positioned on the backside of the press launch:

Buttons to share article, copy text, and download images

In electronic mail

Should you’re opting to manually distribute your press launch, one other generally used various is to merely paste your formatted press launch within the physique copy of your electronic mail.

That is particularly efficient for shorter press releases and eliminates the extra step of scrolling to the underside to retrieve the pdf.

Nonetheless, editors and journalists usually want having the ability to copy textual content and obtain photographs simply. So do take into account internet hosting your “in electronic mail” press launch in your web site too. (It’ll additionally show you how to observe your backlinks and mentions extra simply.)

3. Decide a newsworthy angle

To establish a newsworthy angle, begin by interested by the primary thought you need to promote. May or not it’s the launch of an ecommerce marketing campaign or an announcement of your organization’s restructuring train?

What’s particular about it, and why ought to readers care?

This angle ought to be summarized in a single sentence for inclusion in your opening paragraph.

4. Add your launch date

Now let’s get to the writing. Begin by indicating whether or not the knowledge contained within the press launch will be revealed instantly or embargoed till a sure date.

It ought to appear like this (delete accordingly):

FOR IMMEDIATE RELEASE or 
EMBARGOED UNTIL [DATE AND TIME + TIMEZONE] 

5. Depart filler textual content to your headline and abstract

We’ll get again to this shortly.

For now, go away a number of line breaks between your launch date and opening paragraph so to fill in your headline and abstract later.

6. Write a robust opening paragraph

An important info ought to be on the very starting of your launch. To establish what these key details are, use the inverted pyramid:

Inverted pyramid with 3 levels: "need to know" at top and "nice to know" at bottom

Consider this by way of how information articles are structured.

The headline options a very powerful, eye-catching info of your press launch, and the opening paragraph of the discharge ought to reply the five Ws and one H (who, what, when, the place, why, how). 

  • Who: The title of the corporate releasing the knowledge.
  • What: The piece of data you’re disseminating. What’s the press launch about?
  • When: The date of this occasion, whether or not a marketing campaign launch or new rent.
  • The place: The place can your readers discover out extra? You possibly can select to embrace a location or hyperlinks to extra info right here.
  • Why: Why this info issues, and why it’s a story value being advised.
  • How: How the knowledge provides worth to the corporate, its customers, or the trade.

7. Physique paragraphs

Right here, you need to elaborate in your introductory paragraphs with supporting particulars.

Let’s return to our earlier instance of this Apple press release.

It opens by asserting the launch of its up to date AirPods. The succeeding paragraphs then focus on the product’s design, audio options, and battery life—every below its personal bolded subheading.

Excerpt of Apple press release about AirPods' new design

8. Add related quotes

Your press launch is taking form! Evaluation your write-up and beef it up with not more than two high quality quotes—and from not more than two folks.

These quotes ought to solely come from respected figures within the firm or trade, resembling C‑stage executives or trade representatives.

The primary quote is generally added instantly after your opening paragraph; if completely crucial, one other one could also be added additional down within the press launch.

Professional tip

Typically, formal titles of individuals quoted ought to be:

  • Capitalized should you plan to point out the title earlier than the title. 
    • In accordance to Ahrefs Chief Advertising Officer Tim Soulo, “Quote lorem ipsum.”
  • Lowercased should you plan to point out the title after the title. 
    • “Quote lorem ipsum,” stated Tim Soulo, Ahrefs’ chief advertising officer.

9. Add photographs

Including photographs (together with picture descriptions and/or captions) is optionally available. However analysis has proven that a press launch with photographs is seven times more likely to be learn than skimmed.

Should you’re launching a product, together with hi-res photographs in your physique copy makes for simpler studying and paints a stronger visible of what you’ve to supply.

Bear in mind to embrace a hyperlink to downloadable property (attempt utilizing a URL shortener device like bit.ly) on the backside of your press launch.

10. Craft a compelling headline and abstract

Now it’s time to return to your headline and abstract.

Whereas it largely is smart to write your press launch in chronological order, we reckon these two components ought to be written solely after you’re achieved with the primary copy. 

Given you’d have toiled on the press launch to establish a very powerful info, you’d now give you the option to comfortably craft a headline that’s clear, factual, and contemporary.

Beneath your headline, add a one-sentence abstract of what the whole press launch is about.

Headline and one-sentence summary

Be conscious that your abstract isn’t fairly the identical as your opening paragraph. It doesn’t have to examine off the 5 Ws and one H however ought to incite sufficient curiosity to hold somebody studying.

You possibly can write your headline with simply the primary letter of the sentence capitalized, identical to within the above screenshot.

We advocate utilizing title case, which suggests the primary letter of most phrases is capitalized. Attempt utilizing this auto-capitalization tool to show you how to get the headlines trying on level.

Buttons for different style guides. Click each one to show text field for adding/formatting headline

11. Boilerplate

Your boilerplate comes after the primary content material of the press launch however goes earlier than the contact info. It furnishes readers with some info on the corporate behind the press launch.

This ought to be a one-paragraph abstract of the corporate’s backstory (the place relevant), in addition to an outline of its services or products. You may also briefly point out any notable achievements.

Right here’s what it might look like:

Apple's boilerplate

12. Shut your press launch

Beneath your boilerplate, point out that your press launch has ended with the “###” notation.

13. Press contact particulars

In a new part, add within the crucial contact particulars in order that journalists and editors can attain out simply.

It’s usually written on this format:

Identify (bolded)
Identify of firm or PR company
E-mail deal with
(Nation code) contact quantity

14. Evaluation your copy

On the ultimate stage, evaluate your press launch by revisiting the above steps.

Specifically, examine for the next:

  • Is it objectively written?
  • Is it newsworthy and succinct?
  • Does it comprise the important thing particulars? 
    • Quotes, photographs, particulars on occasion or launch (time, date, and placement), and so on.
  • Are there typos or stylization errors? 
    • This occurs extra usually than you’d anticipate, particularly when it comes to folks’s names.
    • You must also examine for stylization errors. As an illustration, it’s “AirPods” and never “Air pods.”

Lastly, get a second opinion from somebody extra skilled—that is a essential step in figuring out something you will have missed.

As soon as every thing’s so as, your press launch is prepared for distribution.

Monitoring the efficiency of your press launch

A pure subsequent step is trying into your press launch analytics.

They show you how to decide your marketing campaign efficiency, whether or not the assets spent had been justifiable, and should you reached the appropriate viewers by the appropriate platforms. It’s additionally a great way to higher perceive the general sentiment towards your press launch, which might inform future press releases.

Most distribution providers supply primary visibility reviews that permit you to evaluate generally tracked metrics, resembling click-through charges, conversion charges, backlinks, and downloads (should you launched the press launch in pdf type).

The difficulty is such providers will be costly, so a free device like Ahrefs Webmaster Instruments will help to offset pointless prices whereas permitting you to simply observe backlinks and mentions.

How to observe backlinks

First, comply with this pictorial information to arrange your first challenge on Ahrefs Webmaster Instruments.

Then, in Ahrefs’ Website Explorer, enter the URL of the web page on which your press launch is hosted. From right here, you’ll give you the option to see the variety of backlinks obtained.

Site Explorer overview of Apple's press release

For a detailed breakdown, head to the panel on the left and go to Backlink profile > Backlinks. Right here, you may have a look at “dwell” backlinks, in addition to latest and historic ones.

Backlinks report for press release

You may also hover over the tooltip (marked with a tiny “i”) on every metric to get a higher thought of what you’re .

Should you’re in a hurry or aren’t positive if it’s value signing up for a free account, attempt utilizing our free backlink checker device as a substitute. The device supplies an outline of the highest 100 backlinks to your web page.

Backlinks overview showing UR, DR, and overview of top 100 backlinks

How to observe mentions

Should you’re focused on monitoring the mentions of sure key phrases, quotes, or your model’s newest merchandise, you may set these up in Ahrefs Alerts. These mentions will likely be despatched to your electronic mail inbox at a frequency of your selecting.

Right here’s a step-by-step information on how to do it.

Whereas it might appear comparable to Google Alerts, Ahrefs Alerts presents a extra complete view of insights, in accordance to our mini examine of each monitoring instruments.

Closing ideas

So there you’ve it—your detailed information to what a press launch is, what to keep away from, and the way to craft one.

It’s additionally a good thought to revisit the fundamentals from time to time, simply so that you don’t lose sight of the foundations of press launch writing.

Acquired one thing to say? Ping me on Twitter together with your ideas and strategies.

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