Formatting a Press Release Video Script

Formatting a press release video script can be a new process for most people. Press release videos can tap into the increasing consumption of visual content. Understanding how to structure your script can help deliver a professional and well-thought-out statement.

The Traditional Press Release Format

The traditional press release format consists of a few basic foundations. The headline is generally the first component of a traditional release. It needs to be succinct and at the same time, grab attention. Keywords can be the make or break detail in your headline.

Your first or introductory paragraph. This paragraph summarizes your news. It’s the place for the 5W’s; who, what, where, when, and why. The remaining three or so paragraphs support your news and add important details. This is where you’ll place facts, quotes, and links.

The conclusion invites people to learn more or take some type of action and includes contact information. This structure is important but it is quite different from a press release video script.

Formatting Your Press Release Video Script

Your headline is the title of your video. This is important to keep in mind because your headline will either entice people to click on your video or not. You can include the words “press release” in your title to keep it 100% transparent, but this isn’t a requirement. Your title should be informative, relevant, and unique. Your title’s message should be centered on the focus of your content and news.

The First Minute:

Your press release video can be as long as you need it to be. However, the first minute or so needs to be much like the first paragraph of a traditional press release. Tell your audience what your news is and give them the details; the who, what, where, when, and why.

Diving Into the News:

After you’ve told them what you’re going to tell them, it’s time to show. Video gives you the opportunity to show your audience your news. Consider creating a storyboard to outline the path and process. For example, if you’re announcing the release of a new product you can include a demonstration using the product. You can also include authoritative testimonials. Like a traditional press release, format your video script with three main sections (or paragraphs). These sections will support your news.

Wrap is Up:

Conclude your press release with a call to action. Give your viewers a way to take action right now. You might include a website link, a free download, or some other step. You have their attention, leverage it. Give them your contact information and a next step to take. VIdeo press releases still need to be fact-based. They’re not sales pitches. Be authentic and transparent. The benefit of a video press release is that you have the opportunity to tap into the power of visuals and use them to tell your story.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value brand messaging and reach.

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