A well-written press release is a powerful tool for sharing your company’s news with the world. Whether you’re launching a new service, celebrating a business milestone, or forming a new partnership, a press release helps you gain visibility through trusted media channels. Unlike paid ads, press releases are cost-effective and can reach both traditional and digital audiences, from newspapers to online platforms like BuzzFeed or Wired. In this article, we’ll walk you through the six essential steps to writing a successful press release that aligns with your overall digital marketing strategy.
1. Know Your Audience
Understanding your audience is the cornerstone of any successful marketing effort—and the same goes for press releases. Ask yourself: Who is the ideal reader for this news? Are you targeting local residents, a specific demographic, or an industry niche? Matching your message with the audience of the news outlet ensures that your story reaches the right people. For example, if you’re opening a new store in a specific city, local publications are more relevant than national newspapers. Similarly, if your story speaks to female entrepreneurs, find digital magazines or blogs that cater to them. Don’t forget to include both traditional and online media in your outreach plan.
2. Find Your Angle or Hook
Media outlets receive hundreds of press releases every day. What makes yours stand out? Think beyond the basic announcement—focus on what makes your news valuable or unique. Are you solving a common problem? Introducing a breakthrough? Supporting a cause? Highlight the impact your news could have on the community or industry. Emotional stories or content with a broader appeal tend to gain traction. Brainstorm possible hooks based on features, outcomes, or societal relevance, and craft your angle around that.
3. Craft an Eye-Catching Headline
A compelling headline is essential—it’s the first thing journalists and editors see. Aim for 8–10 words that are concise, informative, and interesting. Use action verbs and avoid generic terms. Your headline should reflect the key message while sparking curiosity. For instance, a headline like “Heinz Searches for First-Ever Head Burger Artist” is catchy and intriguing. A good headline can increase the chances of your release getting picked up.
4. Deliver the Key Information Quickly
The opening paragraph of your press release should summarize the most important details—who, what, when, where, why, and how. Keep it tight, with a maximum of 2–3 paragraphs that provide essential information and context. Use bullet points for quick readability, and include data or statistics if applicable. If the media wants to follow up, they should have a strong foundation of your story from the press release alone. Structure the content to prioritize the most impactful elements at the top.
5. Add a Relevant Quote
A quote from a key spokesperson adds a human touch and credibility to your press release. Choose someone relevant to the announcement—like a company founder, project lead, or department head—and keep the quote short, informative, and emotional if possible. It should explain why the announcement matters and what impact it will have. For example, Apple’s senior director of Fitness Technologies once highlighted the mental benefits of walking in a press release quote, making the announcement more relatable and compelling.
6. Include a Boilerplate
A boilerplate is a short paragraph at the end of your press release that summarizes who your company is and what it does. Think of it as your brand’s mini-profile. Include information like your founding year, mission, major accomplishments, and contact details. Also add a clear call to action—such as visiting your website or reaching out for interviews. This standard format helps journalists understand your company’s background at a glance.
What to Do After Writing Your Press Release
Once your press release is finalized, the next step is distribution. Build a list of media contacts including journalists, editors, and bloggers. Use LinkedIn, Google, and media directories to identify relevant names. Customize your outreach with a short email that explains why your news matters to their audience. Keep track of where you send your press release and follow up as needed.
Still not sure about the power of press releases? Take the example of Warner Leisure Hotels, which launched a product called ‘Anti-aGin’—a gin infused with collagen and antioxidants. The quirky story earned them over 1,000 global media mentions and sold out in 24 hours!
Need Help With Your Digital PR Strategy?
At iBirds Digital, we help brands craft effective PR campaigns, compelling content, and winning digital strategies. If you’re looking to amplify your next product launch or announcement, let’s talk!
