How to write an effective press release

30.04.21

Here at MediaHQ we see hundreds of press releases a week, so trust us when we say that we know the good from the bad.

 

Writing a press release can often prove tricky, even for the experts. Here’s five tips for making your press release more effective.

 

1. Write an attention-grabbing headline

A snappy headline is the key to a great, effective press release. At MediaHQ we see journalists receive hundreds of press releases a week so it’s important that yours stands out from the crowd. Try to make it short and eye-catching.

 

 2. Keep it brief

 

Keep your press release as concise as possible. It can be tempting to fill your release with information and elaborate sentences but this will not ensure its success. A journalist will be far more likely to read it if it is well presented and to the point. With MediaHQ, you can build lists of your desired contacts in seconds, share them across your PR team, and access them from anywhere.

 

3. Use figures and statistics

 

Shocking figures and statistics, once accurate, can often benefit a press release. If figures and stats are at your disposal consider using them. They will make your press release stand out.

 

 4. The 5 Ws

What? Why? When? Where? Why? All of these words are what we in the PR game call trigger questions. While it is important to keep your press release short, you must also give the journalist all of the relevant information. Always answer these three trigger questions in your press release. Including a short quote from someone central to the story is always a good idea for an effective press release.

 

 5. Ensure it’s grammatically correct 

When you have finished writing your release, proof it a couple of times. Spelling mistakes or grammatical errors will not go down well with a journalist and they might even prevent your release from getting covered. The most important part of writing anything is the editing process. See our tips for editing your press release here.

 

 

Looking to send your own Press Releases? More than just a Press Release Distribution tool. MediaHQ helps you find journalists, build media lists, distribute press releases and analyse results.

 

 

Jack is a media innovator with over 20 years of experience at the most senior level in the Irish communications industry. He has worked in marketing, journalism, and media relations. He is a former political spokesperson and government advisor, as well as an award-winning corporate PR practitioner.

 

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