Understand the Basics for Preparing Your Press Release

Putting together a press release becomes easier when you understand the basic elements involved in creating a strong one. Once you have an outline for your story then you can begin to fill in the details.

Outline the Basics for Your Press Release

Why? There needs to be a reason for writing a press release. It has to be more than just an announcement. It must be more than an advertisement for new services or products from your company. Your “why” should be eye catching, engaging, or newsworthy for more than just you. Write out one sentence or phrase that encompasses the purpose behind the press release.

Who? Get the correct spelling of the names of the organizations, companies, and individuals that are a part of your story. 

What? You need to understand what you want from the press release and what you want others to get from your press release. Try writing out the major benefits that you expect or desire.

Where? The different places affected by your press release will help you target where to send it. Make a list of the home towns of those involved or the communities that will be affected.

When? Timing is everything when it comes to sending out a press release. You need to know if you want it released to sum up an event that’s already happened or to announce something taking place in the future. This information will have to be included in the press release.

Target Market? You need to have an idea of who you want to reach with your press release. Although media exposure will get your story before a broader audience, having a specific target in mind will make it easier to create a powerful press release.

Quotes? Adding the ideas and thoughts of others helps to strengthen the impact of a press release. Look for quotes relating to your story or seek out quotes from those that are involved.

How? The most important part for putting your press release together is to understand the industry guidelines. Everything from the font, to the headers, to the layout should fall into line with industry expectations. Put any creative ideas into a powerful headline after you have utilized the outline to craft your press release.

Press releases can be a powerful tool for getting your message before your target market and in front of a market that you might not have considered. The media professionals are looking for powerful stories to share, which makes it easier to get them to pay attention to your story if you craft something that is impactful and engaging. 

You will be competing with others who are also trying to capture the earned media market. Developing an outline for your press release will make it easier to follow through with the details that capture the eyes of the media, while still adhering to the industry guidelines. 

Your story may change, but when you know the basics for preparing your press release then you will be in a position to craft content even with those changing stories.

Access the Free Guide: How to Write a Killer Press Release

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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