How to Write a Press Release? [The Guide + Expert Comments]

Advantages:
  • Easy to copy and edit thanks to a special button that lets you copy plain text
  • Looks good on every device
  • Interactive: it’s possible to add social media sharing buttons and drag-and-drop various elements
  • It’s possible to control each press release and see exactly who saw it thanks to the analytical panel
  • Easy download of all attachments with one click
  • Your readers will always have the most up-to-date version at their disposal (no more having to follow-up saying you forgot to add something important – or worse, that you made a mistake)
A press release made with Prowly’s Press Release Creator[7]
Disadvantages:
  • Some journalists may not be used to it yet which can be both an advantage and a disadvantage (they might be confused when seeing it for the first time, but they might also love it at the same time)

When writing a killer press release, keep in mind that times are changing and something that could ‘wow’ a journalist a few years back, won’t impress them today. Think about what will be a trend next year and apply it now. Remember—you snooze, you lose.

Step 4: Common mistakes when writing a press release

1) The story isn’t actually newsworthy

First things first. Is your story actually a story? Is it new or interesting? Will people outside your organization really care about it? If the answer to these questions is yes, then you might be onto something. If it’s not new, not interesting and you’re not sure if anyone will really care, it might be a good idea to come up with something else.

Reserve press releases only for the most timely and newsworthy announcements about your client or company. So often business leaders and PR pros get ‘release happy’ and mistakenly believe that if they’re not sending releases at a regular cadence, their media outreach is going stagnant. This simply isn’t the case.
– Robyn Ware, Principal, Robyn Ware PR
[8]

2) You’re beating around the bush

Nail the story in the first few sentences: get the facts out quickly and succinctly and the chances of a press release making it from an inbox to an editorial meeting will increase dramatically. Journalists are pushed for time more than ever before, so the importance of communicating the bones of the story in the first few lines of a press release is vital. Chances are, they’re not going to have time to read the whole thing, so the quicker you get to the point, the better.

It is 2020 and I still get exceedingly long press releases that resemble a book’s chapter. A bad book’s chapter with an excess of self-promoting adjectives. Anyone who works in media is always running against the clock with deadlines, so the best piece of advice I could give is to always remember to include the most newsworthy information at the very beginning of your press release. If you leave it to the very end, chances are that the journalist will not read that far, and a good story will be overlooked.
– Marcio Delgado, Journalist, Digital Consultant and Producer[9]

3) Press release quotes don’t come off as authentic

Whether it’s a young person talking about how happy they are to have secured an apprenticeship or a CEO analyzing the latest financial results, it’s a wise idea to make the people quoted in a press release sound real. For example, the said young person is unlikely to use words you’d need a dictionary to understand, so remember to have your story feel authentic. Just try to make sure they’re not ‘delighted’, even if they are. Here you can find more press release mistakes[10], in case you’re interested.

Step 5: Press release examples

Congratulations! By now, you should have all the necessary knowledge to write a good press release. If you need some more guidance, we have a few press release examples for you to draw inspiration from:

1 2 3 4 5 6

Share