How To Write A Press Release (or News Release)

Not only are press releases (also called “news release”) a great way to get the word out about a new product, service or upcoming event; they are also an excellent way to attract free or low-cost targeted traffic to your website if you happen to have an online presence.

But whether you are operating online or offline, using a press release to get the word out to the world about whatever you are doing is always a good strategy. Issuing these types of releases on a regular basis, to announce new products or make other corporate announcements, is standard procedure for most serious businesses.

Over the years I have written hundreds of press/news releases for a wide variety of situations.

There is nothing particularly difficult about writing a press/news release, as long as you follow a few basic guidelines as follows.

Tips For Writing A Press Release

1. Keep it short. Make sure you limit your main press release to one page. (max. 600 chars). If there is additional background or technical info beyond the primary information, attach it as a separate backgrounder.
2. Use a catchy headline. Create a snappy heading/title of 25 words or less that summarizes the main message of your release. (max. 150 to 175 chars.)
3. Develop a short summary. In two or three short sentences, summarize the essence of your overall message. (max. 250 to 300 chars).
4. Keep the body text focused. Make sure you stay “on message” and do not stray beyond the absolute essentials of the primary message you want to communicate to readers.
5. Write it like a journalist. Try to write the body of your press release in the same style you would see for a similar short article in a typical newspaper or magazine. The main readers you are targeting with your news release are editors and journalists. Make it easy for them to use your release by giving them a pre-written article.
6. Always use quotations. A press release is normally the first official public announcement of something. Make sure you briefly quote an appropriate authority two or three times in the release to give it an authentic look/feel for added credibility.
7. Add your corporate summary. At the bottom of the press release, include a short 2 or 3 sentence summary about the individual, organization or agency that is behind the news release announcement. (max. 50 to 60 words).
8. Include important hyperlinks. Be sure to include the URL(s) for any important online locations where readers can get more information about your subject. It’s a good idea to use the entire hyperlink, including the “https://” prefix. For example: “https://www.yourdomain.com”.