How To Write A Press Release That Gets Noticed

Hundreds of press releases are published every day in the US alone. How can a marketer rise above that noise to get their press release noticed?


There are a few tried and tested methods that will work. Here are a few suggestions:

1-It must be real news

A lot of press releases sent out in the past 5 years have been thinly disguised ads. They have also been an attempt to influence the search engines by getting more links back to their websites from reputable and popular sites. Journalists can smell spam a mile off. And Google no longer rewards backlinks the way it once did. Make sure your press release is genuine news that is worth reporting. Think about the impact the information would have on people’s lives. If it will have a positive impact, issue a press release.

2-Write a great headline

Everything starts with the headline. It will be visible in the interface of the press release distribution services you use, and needs to grab the attention of any journalist hunting for inspiration related to your niche or industry.

It should have at least one keyword and a strong verb. It should also make the reader curious to know more.

3-Write a great subheadline

The subhead is visible along with the headline in some interfaces, giving you an additional chance to hook the reader. Include keywords and a summary of the interesting information that the reader will discover if they continue.

4-Include media

Press releases that include media are far more likely to get picked up than ones that don’t. Include an image of the new product you are launching, a picture of your office, your logo, and so on, whatever fits with the topic of the press release.

You can also include video, such as a demonstration of your new product, reviews and testimonials, and so on.

5-Include relevant quotations

Relevant quotes from people in the know can help provide a context for your press release and give your content an air of authority. It’s fine to have a quotation from your own CEO, but even better to have one from a person outside the company who is well-respected in their niche or industry. Cultivate relationships with one or two key influencers in your niche and mutually support each other in your press releases, as needed. Always tell the truth, of course. Don’t endorse products or companies you don’t believe in, because it can damage your reputation.

6-Set a goal for each release

Do you want more:

  • Traffic
  • Subscribers
  • Sales
  • Brand reach

Setting a goal will help you focus all of your content on achieving it, and your work will stand out because it is not vague or trying to be all things to all readers.

7-Add a call to action for each release

Once you have set your goal, you can create a strong call to action related to it. This will make your press release stand out because it is actionable, not just something to be read and forgotten. If you want more traffic, for example, your call to action might be, “Please visit URL to learn more about X topic.”

Call us today to speak to one of our PR specialists: 1-800-713-7278

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

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