You don't have to spend hours crafting your press release anymore. In this guide, we'll show you how to write every part of the press release using AI.
Did you know that press releases have a specific structure? This structure includes:
- Headline.
- Summary.
- Date and location.
- Body.
- Company description.
- Boilerplate.
- End or close.
Press release 101
Every business looking for exposure wants media coverage. To stand out from the competition and impress editors, you must learn how to write a persuasive press release.
In this article, I will share my experience in crafting press releases as an online magazine editor, and teach you how to share your story.
Here are several key points to know before getting started:
- A press release is a news story sent out to specific members of the media, such as journalists, reporters, bloggers and influencers. Stories that link to trending news, impact many people, or stir emotion are usually the most successful. If you are struggling to connect your press release to current news, check if there are any relevant upcoming national awareness days.
- News editors don’t have a lot of time. Keep your press release to one page and no more than 500 words.
- Focus on the facts. Editors are rarely interested in promoting your brand. Ensure your press release speaks to actual facts and events and doesn’t come across as an advertisement.
- Ask yourself “Why?” As you write your press release, be sure it explains your story and why it should be published.
Press release template
The template below offers a simple way to format your press release. I recommend inserting an image after your opening paragraph. This helps draw the reader’s attention to your content.
Adding an infographic can make statistics and detailed research easier to understand. If you do not have high-quality images to add, simply include your business logo.
How to get journalists to write about your business
From an attention-grabbing headline to an interesting quote, here are the most important things to get right.
Writing a compelling headline using AI
You know your news story is interesting enough to warrant a press release. Now you just need to summarize why in one line. Here are some tips for creating an effective headline:
Keep it short and sweet.
Your headline should explain the purpose of your press release. Too many words can lose a reader’s interest and take away the focus. A helpful reference point is no more than ten words. A sub-heading below helps to keep your headline short. An AI writing assistant like Wordtune can help you come up with ways to shorten a headline .
Include numbers and statistics.
Journalists love statistics because they add credibility. Did your business grow by a certain percentage? Have you received a specific number of five-star ratings? Be sure to include these.
Pro Tip: You can use Wordtune Spices to find accurate statistics with cited sources.
Avoid using generalizations and exaggerated language.
Unless you can prove that your brand is “innovative” or “pioneering” etc., it is better to err on the side of modesty.
Avoid using puns, jokes or colloquial language.
Press releases are formal documents and should be written in a professional tone.
Use keywords.
Include relevant keywords in your headline that will help journalists and other industry influencers find your press release.
Use an active voice.
“Facebook finalizes merge with Instagram” is more concise and impactful than “A merger was finalized with Facebook and Instagram.” Include action words such as “announces”, “launches”, “reveals”, “introduces”. This will make your headline more compelling.
Ask yourself, “Does my headline sound like a news piece?”
Editors are looking for engaging and original features that are relevant to their readership. Try to come up with a unique angle or headline that will make your press release stand out.
Write a summary with AI
Once you have your headline, create a sub-heading to summarize your entire content.
For example, let’s say my headline is: “ABC Company Launches New App to Make Home Cleaning Easier”
My sub-heading could be, “ABC Company adds convenience to the home cleaning process with their new app.
Demonstrating value to the press
With your news angle decided, introduce your opening paragraph with the most relevant facts:
After your introduction, write no more than two paragraphs of supporting copy to share more details on your story. Use bullets to highlight key points.
You could include case studies, specific product knowledge, research, events, or celebratory moments. Every sentence within these paragraphs should link back to your headline.
For example, if your press release is about how your brand created its success, it makes sense to share how your company was founded. But if it relates more to the benefits of using your product or service, the history of the company is less relevant. Instead, you should focus on your offering’s main selling points and how it relates to the needs of your target audience.
As you write your press release, pay attention to any content fluff. If a sentence does not get to the point quickly, it probably needs editing or cutting.
Providing valuable or crucial background information on the subject
An editor may reject a press release if it fails to include the necessary information. As well as answering the “5 Ws” (who, what, where, when, why), consider other questions a journalist may have.
Let’s say your press release highlights a recent company award. Have you mentioned who created the award and why, how the winner is chosen, and who else received a nomination?
Likewise, telling a journalist your product was voted #1 in a survey without mentioning how this data was collected throws your hard-earned victory into question.
Remember, it's likely that your reader knows very little or nothing at all about your news story. Your press release should tell them all they need to know. Do not assume an editor will be aware of particular keywords or references.
Where applicable, add links to studies and resources. These will give your release and your brand credibility, and enable journalists to fact-check your claims.
Being honest and unbiased
Editors are trained to separate truth from fiction. Don't try to sell your story to an editor using self-praise or hyperbolic language. For example, calling your product the "best" or "the strongest" may make you come across as inauthentic and biased.
Instead, it is better to explain why your story should matter to the people reading it. How does a new feature, new product, new service make things easier for them? Remember the question your readers are always asking themselves: WIIFM? (What’s In It For Me?)
Add a quote using AI
As well as adding some zest to your copy, a well-chosen quote can add a human touch and demonstrate credibility.
The source of the quote is just as important as its contents.
A quote from somebody within the business offers you an opportunity to expand on your story in a more human and relatable way. The higher up the individual (e.g. CEO), the more impact it’s likely to have.
A quote from an industry expert or customer, on the other hand, lends authority and trustworthiness.
Before you add your quote, ask yourself the following:
Remember - A meaningful quote requires a good question. Ask what you want someone to answer instead of just looking for a quote. For instance, if you wanted to prove why an award you won is newsworthy, why not ask the awarding body what makes their award so special and why they chose your business?
I recommend putting your quote in bold and in italics so that it stands out. Mention the source of the quote in a small font and ensure that the source approves before using it.
Make your quote no more than three lines long and use no more than two separate quotes.
End with a call to action
The end of your press release provides space for you to share a summary of who you are and what your company offers.
Resist the urge to copy and paste from your company's “About” page. Instead, write something that draws a clear link between your company and the target audience for this specific press release.
Follow this with a “call to action” (CTA). A CTA is a prompt that encourages your readers to take a desired action. For instance, you can tell people to visit your website to book a consultation or to sign up to your newsletter for exclusive offers.
Under your CTA, link your website and add social media channels for people to find you. Try to choose a maximum of three links. Too many can overwhelm an editor and can make your press release come across as an advertisement.
Conclusion
Press releases remain one of the most cost-effective and strategic ways to reach the media and gain press coverage.
Be concise, stick to the facts, and consider your news angle carefully. Your credibility can be damaged if you repeatedly send out press releases that are not relevant to a publication. The key to an impactful press release is a compelling headline, an informative, engaging story that promises value to the reader, and an unbiased and honest voice. A strong quote and call to action will help seal the deal.
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