So you want to write a press release.
Great! A well written news release, distributed the right way will bring lots of relevant traffic to your business.
A good press release can attract investors to your business. It can also help you enter a new market, and grow your customer base.
Still want more benefits?
Well here’s another one: a press release improves your SEO by increasing backlinks to your website. So your site has a better chance of showing up on Google’s front page.
Download: The easy-to-use press release template for business. (Get it here)
Are you ready to write a press release? Well follow the steps below.
Choose your target audience
This is the number one step to writing a press release. Here’s why:
The first rule of news writing is that the content must be newsworthy. That means readers must be interested in the story.
How do you know readers will love your story if you don’t know who they are? The answer is, you don’t.
Knowing your audience helps you to:
- Craft a catchy headline (more on that below)
- Choose the best distribution channels (Where your target audience hangs out. This brings in more relevant leads)
Write a press release topic
Now that you know who your readers are, it’s time to pick a topic.
Ask yourself this question. What do I have to say that I know my readers will want to hear?
The answer to that question is the angle or topic for your press release.
Some topic examples include product launches, charity works, hiring, business events, location changes — the list is endless.
Write your headline
This is the most important part of the press release.
It will determine whether journalists toss your article in the trash or actually read it. It will also determine if your audience will bother to read it.
Your headline must be catchy. Read: newsworthy. It’s sole purpose is to grab readers’ attention.
Keep it short. One sentence with under 10 words is ideal.
Make it clear. Readers should be able to accurately guess what the story is about, just by reading the headline.
Brock’s Retail increases life-saving donations to 10%.
Write your subheadline
The subheadline serves one purpose. To summarize the most important facts in the story.
It gives a bit more detail than the headline. Your audience should be able to tell what the article is about and who is involved.
Use a single, clear sentence with under 20 words.
Health conscious retail store doubles charitable donations to the Margaret’s Hospital Foundation.
Write the lead paragraph
The next step is to write the lead paragraph. This is also called the hook.
The goal of this paragraph is to encourage readers to continue reading the rest of the story.
It must answer all the most pertinent questions. These include:
- Who is the story about? Who does it affect?
- What is the story about? What is the point of the article?
- Why is this news? Why should readers care?
- Where is this happening?
- When will this take place?
- How will this be done?
Example lead paragraph
Brock’s Retail, a popular retail store in Sunside City, is increasing monthly donations to the Margaret’s Hospital Foundation from five to 10%, starting this month. Donations to the Foundation go towards buying equipment for the woefully under-equipped hospital, which serves hundreds of patients every month. Brock’s Retail contributes a percentage of its profits each month to help build the facility.
Write the body
The body is the main part of the story. It gives all additional details.
To keep it engaging, think of any questions your readers might ask, then answer them.
If possible, use quotes from priority figures in your business. This makes the story more relatable. But make sure the quotes are relevant.
Use short paragraphs to make the article easier to read. Aim for three or four sentences per paragraph.
Also, aim for five paragraphs or less in this section.
Write your boilerplate
The boilerplate is usually a single paragraph about your business.
This is where you get to show off. Talk about what your business does. Mention any accomplishments or awards.
This is also your chance to sell your services. Just do it subtly, and be sure to include a call to action for your readers.
Write your contact details
This is a must when you write a press release. Your contact details allow readers (potential clients) to get in touch with you.
It could be for follow up interviews, or simply to find out more about your services.
Critical information to include is a contact name, email address and website link.
Bonus: I have included an easy-to-use press release template and a list of the top online distribution services for your convenience. (Click here to access)
So there you have it. All you need to write a press release for your business.
Do you need writing services for your business? I can help.