People sometimes think writing a press release is just putting a few facts together. It isn’t. Of course you need the important information, but if that’s all you’re giving journalists, it’s probably not going to stand out. A press release should explain what’s happening, but it should also make people care enough to keep reading.
The writing itself is only part of the job. Before you even open a blank document, you need to know the story you’re about to tell.
Get to Know the Story
Don’t just ask for a release date and a couple of photos. Spend some time learning about the person or company you’re writing about.
If it’s an artist, read their biography, listen to their music, look at what they’ve released before and try to understand where this project came from. If it’s a business, find out why they’re launching something now instead of six months ago. Those little things can make a difference.
If you get the chance to speak with the client, don’t be afraid to ask questions that go beyond the basics. Sometimes they’ll tell you something they didn’t even think was important, and it turns out to be the most interesting part of the whole story.
I also like asking about things outside the project every now and then. Maybe there’s a personal story connected to the release or something that inspired it years ago. Maybe there’s a hobby or an experience that explains why they do what they do. You won’t include every detail, obviously, but knowing those things helps you understand the bigger picture. I think that comes across in the writing.
The more you know before you start, the easier everything else becomes.
Keep the Headline Clear
People spend far too much time trying to write the perfect headline.
Honestly, it doesn’t have to be clever.
The headline has one job, and that’s telling journalists what the news is. If someone has to stop and work out what you mean, you’ve probably made it more complicated than it needs to be.
Simple headlines usually do the job just fine.
Don’t Make People Search for the News
One mistake I see quite a lot is people taking too long to get to the point.
The first paragraph should answer the basic questions straight away. Who is it about? What’s happening? When is it happening? Why does it matter?
Once that’s clear, then you can add more background, explain the story behind the project, include a quote or mention anything else that helps tell the story. But don’t hide the announcement halfway through the press release because not everyone is going to read that far.
Write Like an Actual Person
This is probably one of the biggest things I’ve learned.
A press release should be professional, but it shouldn’t feel robotic. You don’t need fancy words or really long sentences to sound professional. In fact, they usually make things harder to read.
When you’ve finished writing, read it back. If a sentence sounds awkward or like something nobody would actually say, rewrite it. Chances are it can be much simpler.
The same goes for quotes. They don’t have to sound perfect. Real people don’t speak like a marketing brochure, so your quotes shouldn’t either.
Read It Again Before You Send It
Before sending your press release, give yourself a few minutes to read it one more time.
Check the names, dates, links and contact details. Those are easy mistakes to make, especially if you’ve been looking at the same document for hours.
I also like asking myself one question before sending it: if someone knew absolutely nothing about this artist, company or project, would they understand why this news matters? If the answer is yes, then it’s probably ready.
Final Thoughts
There isn’t one perfect way to write a press release, and every project is different. Some stories are exciting on their own, while others need a bit more digging before you find the right angle.
The important thing is taking the time to understand the person behind the announcement instead of only focusing on the announcement itself. Once you know the story, the writing tends to come much more naturally.
At the end of the day, you’re not just sending information to journalists. You’re giving them a reason to stop, read your email, and hopefully tell someone else’s story.
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