Quick And Easy Ways You Can Improve Your Press Release

Every marketer would like to improve their press releases in order to get more pickups. There are several quick and easy ways to construct a better press release and impress the media with what you have to offer. Here are a few press release hacks:


1. An attention-grabbing headline

Studies have shown that 100% of readers will read the headline of a news story or press release. It is the gateway to getting journalists to pay attention to you and offers you the chance for media pickups.

In a press release distribution service interface, sometimes the headline is the only thing that will show, so make it count by triggering curiosity. You should also use at least one keyword to help readers understand what niche or industry the press release will be about.

2. An information-packed subheadline

The subheadline can help clarify the headline. It should also have at least one keyword in it. The subhead can also serve as a preview of what the press release will be about.

3. Using keywords throughout

Search engines scan press releases and are able to understand what they are about through the use of keywords, so using them throughout your release can help you attract search engines and humans alike. Keywords make your release more searchable in the press release distribution service interface.

4. Using the inverted pyramid format

Journalists also use the inverted pyramid in conjunction with their 5Ws (see below). An inverted pyramid is broad at the top and pointed at the bottom, so in terms of news stories, journalists include all of the most important facts in the broad part of the pyramid and additional supporting information as they get to the end of the story.

A good news story, and a good press release, “front-load” the most important facts. Studies have shown that 100% of newspaper readers will read the headline, but only 70% will read the first paragraph, 50% the second, 30% the third, and 10% the fourth, so it’s a good way to structure news articles and press releases.

5. Using the 5 Ws

The most important information should be the essential facts:

  1. Who
  2. What
  3. Where
  4. When
  5. Why

Commonly referred to as the 5Ws, journalists use them as a checklist to make sure they haven’t left out any important information.

6. Including media

Photos and videos can help you get more media pickups. Studies have shown that a press release with an image is seven times more likely to get picked up by journalists than those that do not have one. Include a caption for the image or video so journalists understand what they are looking at, and offer a Creative Commons license to grant them permission to use it. Make sure the photos and videos are created within your company or as a work for hire. DON’T use stock images in your press release.

7. Writing an interesting boilerplate

Think of the boilerplate as a biography of your company. Who are you and why are you worth paying attention to? What is your mission in business? Journalists will want to know more about you before they give you a pickup.

Providing an URL where they can learn more is also a good idea. Send them either to your media center, a page you should create which will contain links to all of the public relations you do at your site, such as write press releases, or to a special URL for each press release so you can track how well it performs in terms of getting pickups and free traffic.

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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