The Ultimate DIY Guide to Crafting Press Releases That Journalists Actually Want to Read
- Overnight Publicity
- Apr 10, 2024
- 6 min read
Is your press release game weak? Are journalists treating your news like yesterday's spam? You're not alone. Every day, thousands of press releases die a quiet death in cluttered inboxes. But it doesn't have to be this way. This guide is your secret weapon for crafting press releases that will have journalists fighting to cover your story first.
The Truth About Press Releases (That Most People Get Wrong)
Let's start with a hard truth: most press releases fail. They fail because they forget the fundamental purpose of a press release. It's not a creative writing exercise. It's not a marketing brochure. It's a tool for journalists.
Here's what a press release is really for:
To inform the media about newsworthy information
To provide facts and essential details about an event, product, or development
To generate media coverage and potential news stories
Sounds simple, right? Yet so many get it wrong. Let's break down why, and how you can get it right.
What Press Releases Are NOT (And Why So Many Fail)
Before we dive into crafting the perfect press release, let's clear up some common misconceptions. A press release is NOT:
Your chance to pen the next great American novel. Save your creative writing flair for your blog.
A lengthy magazine article. Journalists don't have time to wade through your company's entire history.
Content written for the general public. Your audience is busy, skeptical journalists – not your customers.
A replacement for earned media coverage. You can't force a journalist to write about you by mimicking an article format.
A sales pitch or advertisement. Nothing turns off a journalist faster than thinly veiled marketing speak.
Something you can just "whip up" or have AI generate without thought. Anyone can write words, but crafting a press release that screams "Cover me!" to a journalist is an art.
Many people think, "I can write it myself" or "I'll just have AI do it." And sure, technically anyone can string some words together and hit send. But there's a world of difference between a press release that gets immediately deleted and one that makes a journalist's pulse quicken with the thrill of a potential scoop.
Remember, a press release isn't about showing off your writing skills or trying to game the system. It's about presenting your news in a way that makes journalists think, "This is exactly what my readers need to know about – and I need to be the one to tell them."
Sounds simple, right? Yet so many get it wrong. Let's break down why, and how you can get it right.
The Anatomy of a Press Release That Journalists Actually Want to Read
Journalists are busy people. They receive hundreds of press releases every day. Your job is to make their job easier. Here's how:
1. Headline: Clear, Concise, and Attention-Grabbing
Bad example: "Exciting New Product Launch from Innovative Company"
Good example: "Local Startup's AI Tool Cuts Manufacturing Costs by 50%, Attracts $10M Investment"
Why it works: The good headline gives specific, newsworthy information. It's not just "new" and "exciting" – it quantifies the impact and adds credibility with the investment detail.
2. Dateline: Set the Scene
Example: CHICAGO, IL, August 15, 2024 --
Why it matters: It immediately tells the journalist where and when this news is happening. Local journalists will quickly see if it's in their area.
3. Lead Paragraph: The Who, What, When, Where, Why, and How
Bad example: "We're thrilled to announce our game-changing new product that will revolutionize the industry."
Good example: "TechCorp (NASDAQ: TECH) today unveiled 'AIManufacture', an artificial intelligence tool that reduces manufacturing waste by 75%, potentially saving the industry $2 billion annually. The product, developed over three years in partnership with MIT, will be available for implementation starting September 1."
Why it works: It answers all the key questions a journalist needs to know, with specific details that prove newsworthiness.
4. Body: Expand on the Lead
This is where you provide more context and details. Use 2-3 short paragraphs. Remember the inverted pyramid style – most important information first.
Example:
"AIManufacture uses machine learning algorithms to identify inefficiencies in real-time, allowing for immediate adjustments to the production process. In beta testing with Fortune 500 manufacturers, it identified an average of 40% more inefficiencies than human operators.
The tool's development was led by Dr. Jane Smith, a former NASA engineer and current TechCorp CTO. 'This technology represents a paradigm shift in manufacturing efficiency,' said Smith. 'It's not just about cost savings, but about creating a more sustainable industry.'"
Why it works: It provides specific details about how the product works, results from testing, and introduces a credible expert quote.
5. Quotes: Add Credibility and Perspective
Include 1-2 quotes from key figures. These should add insight, not just fluff.
Bad example: "We're so excited about this launch," said John Doe, CEO.
Good example: "AIManufacture isn't just a product, it's a solution to the $100 billion waste problem in U.S. manufacturing," said John Doe, TechCorp CEO. "We're not just cutting costs, we're paving the way for a more sustainable future in manufacturing."
Why it works: The good quote provides context about the industry problem and the broader implications of the product.
6. Boilerplate: Your Company at a Glance
Keep this brief but informative. It's your chance to establish credibility.
Example: "About TechCorp: Founded in 2020, TechCorp is a leader in AI solutions for manufacturing. With a team of 5 Ph.D. holders in artificial intelligence and 3 former Fortune 500 CTOs, TechCorp has filed 27 patents and reduced carbon emissions in the manufacturing sector by an estimated 1 million tons annually. (NASDAQ: TECH)"
7. Contact Information: Make It Easy to Reach You
Always include a media contact. Journalists often work on tight deadlines and need to reach someone quickly.
Example:
Media Contact:
Sarah Johnson
Head of Communications, TechCorp
(555) 123-4567
8. End Notation: The Official "That's All, Folks"
Use "#" or "-30-" to signify the end of the release.
The S.P.E.C.I.F.I.C. Formula for Press Release Success
To ensure your press release is packed with the kind of details journalists crave, use our S.P.E.C.I.F.I.C. formula:
Statistics that Shock
People who Prove (quotes from credible sources)
Examples that Enlighten
Comparisons that Clarify
Impact that Impresses
Facts that Fascinate
Images that Illustrate (remember to include links to high-res images or infographics)
Context that Connects
How Journalists Want to See Your Press Release
Remember, you're writing for journalists, not for your marketing team. Here's what they're looking for:
1. Factual and objective: Avoid promotional language or hype
2. Concise: Aim for 400-500 words
3. Newsworthy: Have a clear reason why this is news
4. Well-structured: Use the inverted pyramid style, most important information first
5. Ready to use: Write in AP style, requiring minimal editing
6. Relevant: Tailor to their audience and beat
7. Easy to skim: Use short paragraphs, bullet points when appropriate
8. Multimedia-rich: Include links to high-res images or video content when relevant
Yes, this is an affiliate link, however, we’d recommend EIN Presswire with or without an affiliate link. If you found this guide helpful, please use our Affiliate Link so we can keep providing you with high quality DIY options so you can self-market your business on a budget.
The DIY Dilemma: Why Most Self-Written Press Releases Fail
Many companies try to save money by writing their own press releases. While it's possible to do it yourself, there are some common pitfalls:
1. Lack of objectivity: It's hard to see your own news from an outsider's perspective
2. Overuse of jargon: You know your industry, but journalists might not
3. Burying the lede: Putting the most newsworthy information too far down
4. Misunderstanding news value: What's exciting to you might not be news to others
5. Poor distribution: Even a well-written release needs to reach the right people
If you decide to go the DIY route, consider using a service like [EIN Presswire](INSERT AFFILIATE LINK HERE) for distribution. However, remember that distribution alone doesn't guarantee pickup. Your release still needs to be compelling and newsworthy.
The 3-Minute Journalist Test
Before you hit send, put your press release through our 3-Minute Journalist Test:
1. The Skim Test (30 seconds): Can you grasp the key points in a 30-second skim?
2. The "So What?" Test (60 seconds): Ask yourself "So what?" after each paragraph. If you can't answer convincingly, rewrite.
3. The Rewrite Test (90 seconds): Can a journalist easily turn your release into a story in 90 seconds? If not, simplify.
Your Next Steps to Press Release Mastery
1. Study successful press releases: Look at releases from companies in your industry that got significant coverage. What did they do right?
2. Build a media list: Start identifying journalists who cover your industry or beat.
3. Practice objectivity: Try rewriting your company news as if you were a neutral third party.
4. Get feedback: If possible, ask a journalist or PR professional to review your release before sending.
Remember, a great press release is a journalist's best friend. It provides them with a compelling, newsworthy story served up on a silver platter. Master this art, and you'll find journalists coming back to you time and time again for great stories.
Now go forth and make headlines – the right way!
Yes, this is an affiliate link, however, we’d recommend EIN Presswire with or without an affiliate link. If you found this guide helpful, please use our Affiliate Link so we can keep providing you with high quality DIY options so you can self-market your business on a budget.
Comments