The Right Way to End a Press Release. How to Wrap It Up
Sometimes the most difficult part of writing any type of content is figuring out how to end it. It doesn’t matter if you’re writing a blog post, a case study, a book or a press release. Wrapping it up and bringing the message to a close can be difficult.
There are actually a few key components to the end of a press release. Let’s take a look at each of them independently and then talk about pulling it all together.
Your Body Copy and the Last Paragraph
The body of your press release is usually three paragraphs. The last paragraph is traditionally the paragraph that contains the least important information. This is because you want to grab the reader’s attention by placing the most important information first.
In a press release you can use the last paragraph as an opportunity to restate the key points and to summarize your release. There’s a saying in the writing world that goes, “tell them what you’re going to tell them, tell them, then tell them what you told them. Use your last paragraph to summarize your press release.
Call to Action
The end of your press release is also an opportunity to tell your readers where they can get more information. You can include a link and any relevant details that help them take action on your news. For example, “For more information visit www.yourwebsitehere.com.”
You can place this call to action before or after your boilerplate.
Your Boilerplate
The boilerplate statement is a paragraph that is used in every single press release. It’s a paragraph that remains exactly the same. The press release that you distribute today will have the same boilerplate as the press release that you distribute next week. The only time you’ll change your boilerplate is when the information needs to be updated.
Your Contact Information
Your boilerplate is often followed by your contact information. This simply includes your name, address, telephone number, email address and/or your website address.
Pulling it All together
Because your boilerplate and your contact information don’t really change, the hard work rests in your call to action and your final paragraph. Review your press release and identify the key points that you want readers to remember. Write three to five sentences that restate that key information in an easy to understand and memorable way.
Tie your call to action into the information in your press release. If you’re talking about a new product launch, then your call to action might simply read, “To learn more about ABC product visit www.abccompany.com.” As you get more practice writing press releases, finishing them will be automatic and easy.
