The Expert Guide to Writing an Effective Press Release Part 2

Five cardinal rules for writing a press release, and how to maximise coverage

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Press releases are a powerful tool for getting your message out to the right people but are often used ineffectively. This three-part series draws on the insights of three UK-based PR and communications professionals – Veronica Hannon, Founder and Director of Transform Comms and colleagues Sarah Jane Chapman and Kimberley Gray – to help you craft an impactful press release that achieves results.

Read part 1: when should you use a press release, and what are their benefits?

Part 2 provides an effective framework for crafting a press release and tips for maximising coverage.

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The five rules of writing a press release

While there is no one-size-fits-all template for crafting the perfect press release, following Sarah Jane Chapman’s Five Cardinal Rules for Writing a Press Release will help ensure your press release is appealing to a journalist:

1. Ensure your news is newsworthy

2. Be concise

3. Create a killer headline

4. Structure for success

5. Enrich your press release with quotes… but use them correctly!

1. Ensure your news is newsworthy

Part one of this series covers how to identify whether your news is newsworthy – read it here. Key takeaways from that piece are:

• If you’re sharing news that is new, surprising, or solving an existing problem, it merits a press release. If not, your announcement should be shared via other channels.
• Understanding your audience is the key to understanding whether what you have to say is newsworthy. Test yourself by asking questions –
  • Is this news for us as a company, or news for the general population?
  • Is this story really unique, and if so, why?
  • What difference will this story make to someone’s daily life?

• A PR advisor will give you honest and objective feedback as to whether your announcement is real news.

2. Be concise

Press releases should be clear, focused and succinct. Avoid fluffy language, waffle, sentences packed with adjectives and technical jargon. The main point must be clear and easy to understand in the first two to three sentences.

How long should a press release be? While there is no hard and fast rule, all three experts agree that a press release should be no longer than a page. If you have multiple angles or points to promote, split them across multiple press releases.

3. Create a killer headline

Journalists receive hundreds of emails per day, so your headline needs to instantly grab attention and compel them to open your press release. Most journalists will only take a couple of seconds to decide whether your press release is worth reading, and will judge this based on the headline, so creating an enticing one is essential.

The headline should be relevant and authentic to the news you are sharing. Steer clear of clickbait-y, or sensationalist headlines that create mistrust and frustration with readers.

Kimberley Gray recommends researching the style of headlines used by your target publications and match it. This shows the journalist that you have done your homework and understand their audience. Sarah Jane Chapman says that with any announcement, there can be, perhaps, ten or even twenty facts – or true things – that could be said. The headline should select and capture the “single, most important, truth” – the essence – of the piece. She suggests putting yourself in the audience’s position and asking, ‘Why would I find this news exciting? Why is it relevant to me?’

4. Structure for success

Don’t stop at the headline – your press release needs to be captivating from beginning to end. It should be structured like a newspaper article using the inverted pyramid technique – with the topline (the most relevant information) at the beginning, important points in the mid-section and finer details at the end.

The crux of the story should be captured in the first two to three sentences – don’t deliver the punchline at the end, most readers won’t get that far. Kimberley Gray suggests thinking about the five Ws – who, what, where, when, why – and ensure each of these elements of the story are covered at the beginning of the press release.

A press release must also be written in a journalistic style:

• Use plain English and avoid technical jargon
• Write in the third person
• Use an active voice
• Only include objective information
• Use a neutral tone

6. Correct use of quotes

Quotes elevate a press release but are often misused. They should provide insight and opinion, rather than information – a well-chosen quote will illuminate a point and add significance.

Veronica Hannon warns against using quotes that are self-promotional, noting that a press release is not an opportunity to advertise yourself. If you want an advertisement, you need to pay for it.

Maximising the success of your press release

You should always be thinking of ways to leverage press coverage to maximise its success. The more ways you can share your coverage (while complying with copyright laws), the better – being seen in the media builds your brand’s credibility. How should you do this? Veronica Hannon suggests –

• Sharing the link to the article to your social media (just be careful not to breach copyright laws)
• Including it in your client newsletter
• Adding it to your email signature

A tip when it comes to sharing links – always use a UTM link so you can track clicks.

Kimberley Gray adds that keeping a physical copy of the article in your office, for example in reception, or in meeting rooms, is an effective way to showcase your success to clients.

To maximise success, press releases must be integrated into a wider marketing campaign. An integrated approach ensures your message is reinforced across multiple channels, making your campaign sustainable and increasing your touchpoints for conversion.

When it comes to measuring success, not all press is equal – it is important to look at how effectively you reached your target publications and audiences, rather than simply looking at how often your story appeared in the press.

In a B2B context, it is important to understand that while earned coverage can assist in increased sales – the more people that know about your brand, the more sales you will make – it is not the primary goal. The primary goal is to generate brand awareness.

Key takeaways

• While no one-size-fits all template, there is a formula for success: ensure your news is newsworthy, be concise, create a relevant, eye-catching headline, structure your press release in a journalistic way and use quotes to add insight, not information.
• Maximise coverage by promoting it via various channels – just be mindful of copyright laws.
• Use a PR agency to integrate your press release into a marketing programme to avoid becoming yesterday’s news.
• When measuring success, look at coverage but value audience reach over volume of coverage.

Read part 3: common press release mistakes and how to avoid them and additional tips for success

Download our full guide to crafting an effective press release

Veronica Hannon

Veronica Hannon is the Founder and Director of Transform Comms, one of the UK’s leading integrated B2B marketing agencies, specialising in public relations and communications, digital marketing, branding and design, content marketing and ESG engagement. Veronica has over 25 years of experience as a B2B communications and marketing expert.

Discover more about Veronica

Sarah Jane Chapman

Sarah Jane Chapman works with Transform Comms and is the Founder of The Good Copy Company, a Strategic Communications Consultant and Senior Writer and Editor. Sarah Jane specialises in industries with complicated or technical language and concepts – such as medical science, the financial services industry and the sustainability sector. Sarah Jane has worked for the World Health Organization and the Department of Health and has advised many leading independent schools and high-profile school leaders. Recent clients include the NHS, The Institute of Molecular and Clinical Ophthalmology (Basel), and the British Menopause Society with Transform.

Discover more about Sarah Jane

Kimberley Gray

Kimberley Gray is the Founder of Gray Matter PR and has worked with Transform Comms for more than fifteen years. Kimberley brings twenty-five years of communications experience working across B2B and B2C markets. Kimberley has worked with a variety of clients within human resources, professional services, hospitality, logistics and distribution. Recent clients include the British Menopause Society, Talogy and CHC Global, with Transform Comms. Also Mars Drinks, Harvester Restaurants, BIC and Costa.

Discover more about Kimberley