Want to know how to write a press release?
Great, your search ends here.
In this post, you’ll learn how to write a press release for reputation management. We’ll describe
six steps to write formal announcements in an objective and easy-to-understand way.
Follow these steps to create meaningful news.
Every press release has a major goal to communicate with the public. A product launch, a new
partnership announcement, a note about a new investor, etc. – the goal can help to organize the
Here’s how to organize your press release:
Let’s now take this press release from Samsung. The purpose is to announce the recent
decision to join Google's Android Enterprise Recommended program.
In essence, the headline should summarize the entire press release in fewer than ten words. In
most cases, it describes the main information point you’d like to share.
The best headlines meet these criteria:
These headlines from IKEA are a good example – short, with a proper style, and on point.
Credit: IKEA Newsroom
PR professionals and digital marketers publish thousands of press releases every day. Yet, people don’t even notice most of them. In fact, over 90 percent of websites don’t even get any organic traffic from Google.
A lack of SEO optimization is a major reason why press releases remain undiscovered. To give yours some attention from Google:
By using these four SEO tips, you’ll increase online visibility of your press releases.
Writing an introductory section is a common practice to begin online press releases. It’s a one-sentence summary of the release that gives additional details about the topic. You could say it’s a second, more descriptive subheading.
There are two good ways to write the introductory section:
With a descriptive introduction, you’re summarizing the main point of the release in an ordinary sentence. It shouldn’t be very specific but rather give the reader a good idea about what you’re trying to say.
Here’s an example from Wizz Air’s newsroom. The company uses the descriptive style to announce the recent launch of the carbon offsetting scheme.
Credit: Wizz Air Newsroom
A list-based introductory section lists the main points from the release and separates them with commas. It’s useful for information-heavy press releases where multiple major ideas are involved.
In this example, Apple announced the next generation of Mac computers. The company gave a list of the four most important points, including new products and technologies.
Credit: Apple Newsroom
You can also write the intro section as a bullet list. Just choose the most important information points to summarize the content. Also, don’t use more than four bullets to avoid overwhelming the reader.
Dell uses this strategy to make their announcements.
Credit: Dell Newsroom
Press releases should be written in a “news writing” style. If you have no experience with it, no worries. Checking a few examples and following some techniques should be enough for a good writer to write a press release for reputation management.
Here are the techniques to keep in mind:
If you feel like a professional should take a look, check out this list of online writing services. There’s definitely a press release writing expert who can suggest improvements to language and style.
Any press release should end with contact details. They give the readers an opportunity to connect if they have any questions. Depending on the company and a preferred communication method, you can include:
IKEA, for example, uses email for press and a phone number.
Make sure to have at least two communication channels to give the readers some choice of how to get in touch.
So, to write a good press release for reputation management:
Take some time to read examples to get used to press release writing. That style might look challenging, but getting it right can help you manage your reputation like big successful companies.