PLAYBOOK: SHAPE UP YOUR STORIES IN SIXTY SECONDS
PRESS RELEASE
A press release is your go-to for making a concise, structured announcement that keeps the media, stakeholders, and the public in the loop about your brand’s big news.
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THE GOAL
Get the word out, control your message, and create buzz with press releases that resonate with journalists and your audience. A well-crafted press release positions your brand in the spotlight and ensures your news is communicated clearly and effectively.
THE STRATEGY
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DO
Lead with the headline—Grab attention with a clear, compelling headline that nails the main news. Your headline should immediately convey the essence of your announcement, drawing readers in to learn more.
Answer key questions—Cover the basics—who, what, when, where, why, and how—right at the start. This ensures that all essential information is communicated upfront, making it easy for journalists to pick up the story.
Provide context and background—After addressing the key questions, offer background information that gives context to the news. This helps journalists understand the significance of the announcement.
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DON't
Don't overcomplicate the message—Keep the language simple and steer clear of jargon. A press release should be easily understood by a broad audience.
Don't neglect the boilerplate—Add a brief company bio at the end for context and credibility. The boilerplate provides essential information about your company and reinforces your brand identity.
Don't pay for attention—Play for a paying crowd. Focus on crafting a newsworthy story that naturally garners interest rather than relying on paid distribution to generate buzz.
THE Creative Essentials
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DO
Craft a compelling subject line—Your first impression matters—make it count by sparking curiosity. The subject line of your email should entice journalists to open your press release.
Use a strong lead paragraph—Make your opening punchy and to the point, conveying the importance of the news right away. The lead should summarize the key points and hook the reader’s attention.
Write media-friendly language—Write in a way that makes it easy for journalists to pick up and use your release with minimal tweaking. Use clear, direct language that communicates the news effectively.
Include quotes—Drop in a quote from a key player to add a human touch and some authority. Quotes provide personality and credibility, making the story more relatable and newsworthy.
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DON'T
Don't ignore formatting—Stick to the standard press release layout—headline, lead, body, boilerplate, and contact info. Proper formatting helps ensure your press release is professional and easy to navigate.
Don't make it too promotional—Focus on the news, not on overt selling. A press release should inform and engage, not come across as an advertisement.
Don't forget to include contact information—Always provide a contact person for journalists who might want more information or an interview. This ensures you can capitalize on media interest quickly and efficiently.
Get the word out, control your message, and create buzz with press releases that resonate with journalists and your audience.