Press releases are an effective tool, but how well they are executed determines how well they work. The challenge lies in making your message unique and appealing to both your audience and journalists. Execution frequently makes the difference between a press release that is ignored and one that garners attention. The difference between a press release that gets buried and one that gets coverage often comes down to execution. Here are five proven press release tips to ensure your press release doesn’t just get read—it delivers results:
1. Start with a Compelling Headline
Your headline is your first and best chance to grab attention. It should be concise, informative, and intriguing, offering a snapshot of your story while enticing readers to learn more. Use active, engaging language and avoid industry jargon. A great rule of thumb? Keep it under 100 characters so it’s easily shareable across social media platforms like Twitter. Out of all the press release tips, this is probably the most important one!
2. Get to the Point in the First Paragraph
Journalists often skim press releases, so make your opening paragraph count. Answer the “who, what, when, where, and why” upfront to hook the reader immediately. This approach ensures that even if someone doesn’t read past the first paragraph, they still walk away with your main message. Being concise and direct here builds trust and encourages further reading.
3. Include Quotes to Humanize Your Message
Quotes can transform a press release from a dry corporate announcement into a relatable story. Including statements from executives, partners, or customers adds credibility and emotional resonance. Make sure the quotes provide meaningful insights or context, rather than repeating generic information. A thoughtful, engaging quote can make your press release more memorable and shareable.
4. Leverage SEO
Search engine optimization (SEO) isn’t just for blogs—it’s a crucial part of making your press release discoverable. Identify relevant keywords tied to your news topic and strategically incorporate them into the headline, subheadings, and body of the release. Avoid overloading the text with keywords, as it can hurt readability and reduce SEO effectiveness. Don’t forget to include hyperlinks to your website, whether it’s a product page, blog, or press room, to drive traffic and engagement.
5. Use Multimedia Elements
Visual elements significantly enhance the impact of your press release. Adding photos, videos, infographics, or audio clips can make your story more engaging and increase the chances of coverage. Multimedia assets not only capture attention but also make your press release more shareable on social media, boosting its overall reach and effectiveness.
Press Releases: More Relevant Than Ever
In an ever-changing media landscape, the press release has stood the test of time. It’s more than a tool for distributing information; it’s a trusted format that lends credibility, ensures your message reaches the right audience, and supports digital marketing efforts.
Whether you’re announcing a product launch, sharing company news, or navigating a crisis, a well-crafted press release remains one of the most effective ways to build your brand’s influence. By following these press release tips, you can ensure your next release generates buzz and delivers meaningful results.
At Crestwave, we specialize in creating compelling press releases that keep your brand in the spotlight, navigating the changing tides of communication with clarity and confidence.
