How to Write a Press Release That Even Your Mom Will Share on Facebook

When your business has some exciting news to share with the world, spread your message far and wide with a well-written press release: the Swiss Army knife of communication – versatile, handy, and capable of getting you out of a tight spot. But where do you start? Fret not, we have you covered with our step-by-step guide to writing a press release that will get your message out there and make your business shine.

Why a Press Release?

Before we get into all the nuts and bolts, let’s go over a few quick reasons why press releases are so valuable and how they can be used effectively in conjunction with traditional marketing and advertising methods. Like that previously mentioned Swiss Army knife, press releases are another tool in your handy dandy toolbox of marketing for your small business that offer some unique advantages:

• Credibility Boost: Press releases are frequently picked up by reputable news outlets, giving your business instant credibility. If your release is written well enough, many outlets may reprint your article directly without any edits.

• SEO Benefits: While press releases are normally associated with print media, most news outlets are online like everything else nowadays. A published article with your keywords can boost your SEO rankings in search engines everywhere.

• Cost-Effective: Similar to social media, press releases are a super low-cost marketing endeavor. Typically placement is not purchased, but there may be costs associated if you choose to have a service distribute your release to the news outlets.

• Wider Reach: Because a press release is typically sent to a larger group of news outlets, you can reach a broader audience you may not have thought about through traditional channels. Things like social media are awesome for their specific targeting ability, but a press release can get your message out to all sorts of potential customers.

• Control Your Narrative: Press releases also allow you to be in charge of what you have to say and how everything is presented. Although we’re focusing on sharing news with this article, press releases can also serve as amazing damage control when you have an issue to address. Don’t get caught up with misquotes or twisted words, you control exactly what is said and shared with press releases.

When to Use a Press Release

Of course, you can't just flood your news outlets and other mediums with a press release for every little thing - so when do you actually use the dang things? Keep in mind that a press release is usually picked up by a news outlet, so these are best used when you have newsworthy information to share such as:

• Product/service launch

• Mergers, acquisitions, or partnership developments

• Participation in industry events or conferences

• Achievements, awards, or industry recognition

Note that press releases are also useful for many other, more serious, events also. Things like crisis response or other events that might impact stakeholders or public perception are definitely also times when you might use a press release.

Now, about that writing business…

1. The Shot Heard ‘Round the World - Start with a Bang: The Headline

Your headline is like your first impression on a date. You want to be memorable, enticing, but not over the top. The key lies in keeping it short, clear, and compelling. Never use jargon (unless you’re targeting a business-to-business/B2B publication) and use an active voice to keep things punchy. Here‘s an example:

Bad: “TAWC Multimedia Announces the Launch of a New Service to the Market with Innovative Features and Solutions”

Good: “TAWC Multimedia Launches Game-Changing Gadget”

2. Set the Scene: The Dateline (No Tablecloth, Candles, or Flowers Needed)

A press release is essentially a news article written by your company. To keep editing to a minimum, you want to copy that style as much as possible. After your headline, every press release should always include the city of origin and the date you’re releasing the announcement.

Example: MINNEAPOLIS, MN – July 26, 2024

3. Gone Fishin’ - Hook ‘Em Early

Now we’re really getting into the meat and potatoes of your announcement. Your first paragraph should answer the 5 Ws: Who, What, Where, When, and Why. Keep things brief and to the point. Just enough to hook the reader but don’t overwhelm them. Think of your press release like an inverted pyramid - very broad at the top and coming to the finer point at the bottom.

Example: MINNEAPOLIS, MN – July 26, 2024 – TAWC Multimedia, a local marketing agency, announced today the launch of its latest service, “Brand Booster,” a comprehensive package designed to elevate small businesses’ brand presence across digital platforms.

4. Serving Body

Now your press release is narrowing things down and providing more detail. Break it down into 2-3 short paragraphs, each focusing on different aspects of the news. When appropriate you can throw in some quotes from key people (like your CEO or product manager) to add a human touch and credibility.

Example: “We are thrilled to introduce ‘Brand Booster,’” said Adam Weaver, co-founder of TAWC Multimedia. “It’s designed specifically to help small businesses compete with larger brands in the digital space.”

The new service includes social media management, SEO optimization, and content creation, tailored to meet the unique needs of each client.

5. Underneath It All: The Boilerplate

At the end, include your boilerplate: a brief paragraph with 2-3 sentences about you or your company. Think of it like your business’s Tinder bio – short, sweet, and to the point. It can include things like your mission, core values, and a brief history. Like a skirt, short enough to generate interest, but long enough to cover the most important parts.

Example: About TAWC Multimedia: TAWC Multimedia is a marketing agency with offices in Minneapolis, MN and Grand Rapids, MI co-founded by Christina Thompson and Adam Weaver. With a passion for creativity and a knack for digital marketing, TAWC Multimedia helps small businesses make a big impact. Learn more at www.tawc-multimedia.com.

6. You Got Somethin’ to Say to Me?: Contact Information

Although we always cross our fingers that a press release will get scooped up and printed without any changes, sometimes the journalists (or other interested people) might have a need to contact you for more information. Maybe they want more details, maybe they need another quote, maybe something wasn’t clear enough for them. Whatever the reason, the contact info and title of whoever is fielding these inquiries should be included smack dab at the end and easily spotted so they can get in touch.

Example: Contact: Adam Weaver, Co-owner  TAWC Multimedia Email: tawc.multimedia@gmail.com  Phone: (616) 315-1530

7. Damn, I Look Good: Formatting Tips

• Keep it Short and Sweet: 400-600 words is ideal.

• Use Clear, Simple Language: Again, jargon is typically a no-no. Keep in mind most newspapers are written at an 8th grade reading level (no disrespect to 8th graders).

• Break It Up: Use short paragraphs and bullet points where necessary. Long paragraphs are intimidating and make people think, “Whoa, that’s a lot to read.”

• Proofread: Typos and errors make you look unprofessional.

8. Distribution: Making Headlines Faster than a High-School Rumor

Once everything is buttoned up and ready for showtime, you gotta get it in the hands of the actual press. It’s not called a “press release” for nothin’! Here are some tips to make that task a little easier:

• Create a Media List: Compile a list of journalists, bloggers, and influencers who might be interested in your news. Scour websites of local newspapers, TV stations, and influencers to figure out how and who to contact. If you’re sending out releases with any regularity, building rapport will come in clutch.

• Use a Distribution Service: Of course, you can always use a service like PR Newswire, Business Wire, and countless others to help get your message out. This is a larger, less targeted blast.

• Leverage Social Media: Hopefully you know the power and benefits of social media by now. Combining low-cost marketing with other low-cost marketing makes for smart business. Make sure you’re taking advantage of all appropriate avenues.

9. Follow-Up: Don’t Be a Stranger

Sending press releases is a little like job hunting - following up shows initiative. Reach out to your contacts with a friendly phone call or email to make sure your release gets the attention it deserves and that you want. Not every press release will get picked up, but your chances increase when you make sure someone at least knows something about it. 

Conclusion

Writing a press release for your business doesn’t have to be daunting. If you use these tips, you’ll be able to craft professional, engaging, and effective press releases with ease in no time. And don’t forget to add a touch of your brand’s personality – after all, that’s what makes your business unique! As an additional bit of help, here's an example press release we've written just for this article. Dang, we're good.

So, go ahead and share your news with the world. Who knows? Your story could be the next big headline. Of course, you should know that we've always got your back right here at TAWC too - if you need a hand with any part of this, let us know how we can help.