How to Write a Standout Press Release
As a small business or organization, getting noticed can be tough. That’s where a press release comes in. A press release is a news story written by you that you hope will be picked up by journalists and other media outlets. It’s important to learn how to write one effectively because it can help you get the exposure and attention your business deserves. To write a great press release, you’ll need to understand the Five W’s: who, what, when, where, and why.
Who
When it comes to the “who” element of a press release, it’s important to clearly identify the people or groups involved in the story. Journalists want to know who you are, and who or what the press release is about. Be sure to focus on the most newsworthy individuals or organizations, rather than including too many people or groups and diluting the message.
For example, if you’re a nonprofit organization, you might want to focus on the people or groups that your work is benefitting. If you’re a small business, you might want to highlight your leadership team or your unique selling proposition. Here’s an example of an effective “who” statement from a press release:
“Susan Smith, award-winning author, will speak at the upcoming book fair on the importance of reading for young children.”
What
When it comes to the “what” element, it’s important to clearly describe what happened in the story. What is the news or event being announced? What makes it unique or newsworthy? Make sure to craft a clear and compelling summary of the news or event being announced.
For example, if you’re announcing a new product, make sure to highlight its unique features and benefits. If you’re announcing an event, make sure to explain what attendees can expect and why it’s worth attending. Here’s an example of an effective “what” statement from a press release:
“ABC Company launches new software to simplify data reporting for businesses of all sizes.”
When
The “when” element is important for providing a clear timeline for the news or event being announced. Use specific dates and times to create urgency and impact in the press release. This can help journalists understand when they can schedule coverage of the story and also create excitement among readers and potential customers.
For example, if you’re announcing a sale, make it clear when the sale starts and ends. If you’re announcing an event, make sure to include the date and time so readers can mark their calendars. Here’s an example of an effective “when” statement from a press release:
“The annual holiday charity drive will take place on December 1st and run through December 20th.”
Where
The “where” element is important for providing a specific location for the news or event being announced. Emphasize the significance or relevance of the location to the story. This can help journalists understand the context of the news or event and provide more depth to the story.
For example, if you’re announcing an event, make sure to explain why the location is important or relevant to the event. If you’re announcing a new store opening, make sure to highlight the location’s proximity to other popular businesses or landmarks. Here’s an example of an effective “where” statement from a press release:
“The new yoga studio is opening in the heart of downtown, providing a convenient and accessible location for practitioners of all levels.”
Why
The “why” element is important for explaining the significance or impact of the news or event being announced. Frame the story in a way that emphasizes its relevance to the target audience. This can help journalists understand why their readers should care about the news or event.
For example, if you’re announcing a new product, make sure to highlight why it’s unique and how it will benefit customers. If you’re announcing an event, make sure to explain what attendees will gain from attending. Here’s an example of an effective “why” statement from a press release:
“The new mobile app is designed to streamline the booking process for travelers, saving them time and providing a more personalized experience.”
Conclusion
Writing a standout press release is all about effectively using the Five W’s: who, what, when, where, and why. By clearly identifying the people, event, timeline, location, and significance of your story, you can create a compelling and newsworthy piece that journalists will want to cover. Don’t forget to put these tips into practice in your own press release writing, and check out additional resources to learn more about effective PR writing techniques.
