Press releases are used by brands and PR teams to communicate news or company milestones, generate publicity and establish a brand’s voice in the industry.
But to gain media coverage, it’s important to make sure your press release stands out and includes all the necessary information and elements.
Press releases play a valuable part in public relations. They help get the word out about your brand and they’re also useful for the media as 68% of journalists say that press releases are the most useful sources for new content ideas.
Although journalists are welcome to receive press releases from brands, research also reveals that 46% of journalists receive six or more pitches per day, making it very easy for your press release to slip through the cracks and go unnoticed in journalists’ inboxes. Even if the information you’re sharing is interesting and valuable, failing to use an engaging headline, quotes from a spokesperson or a compelling company descriptor significantly reduces your chances of securing media coverage.
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To cut through the noise and increase the chances of your news gaining traction, every press release needs to be well-crafted, polished and pitched well. PR teams are experts at knowing what you should and shouldn’t include in a news release and exactly how to write and format it in order to reap the rewards, but if you’re looking to have a go at it yourself, we’ve compiled a list of things you should never leave out.
What’s in this article:
- What is a press release?
- How to pitch a press release?
- What are the essential elements to include in a press release?
- Key takeaways
What is a press release?
A press release, also known as a news or media release, is material (usually written) that informs the media about any news your company has, with the goal of earning coverage and reaching a wider audience. This could be an upcoming event, a new product launch, financial results or any company milestone you’re proud of. Brands also use press releases to provide advice, insights or data on any relevant topics in their industry.
Press releases should be written in a concise, journalistic style, aiming to deliver newsworthy information that journalists will want to cover rather than simply advertising your brand. If your press release looks too promotional, journalists will either not be interested or may ask for payment to turn it into an advertorial.
When sending out press releases, it’s crucial to focus on genuinely newsworthy events and reach out to the most relevant journalists. For company updates or milestones, consider targeting business publications, industry-specific trade outlets and local news sources. If your goal is to secure national media coverage, keep a close eye on the current news agenda. Look for trending topics within your industry where you can contribute valuable, timely content to increase the likelihood of coverage.
Sending out press releases and communicating directly with media contacts is easier than ever. Gone are the days when you had to fax or send your press release by post to journalists and outlets. Today, press releases are sent out via email and online distribution platforms, allowing you to deliver your press release directly to the inboxes of your target journalists with just a click.
But this is a double edged sword - if you can easily reach out to journalists with your press release, so can other brands and PR teams. This means that journalists’ inboxes are often drowning in media pitches and it can be tricky to stand out from the crowd. Before we break down the essential elements of a press release, it’s important to discuss media pitches and how to ensure they grab journalists’ attention.
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How to pitch a press release?
The importance of an effective media pitch should not be underestimated. Before journalists even take a look at your press release, they need to be hooked by your email subject and pitch, and if you haven’t managed to do that, it’s often too late to win them over and the chances of your press release landing coverage are slim.
With their busy schedules and overflowing inboxes, journalists often only read the first sentence of your email, or sometimes even just the subject line, so you need to make sure you’re sparking their interest from the very first point of contact.
Make sure that when journalists see your subject line, they’ll want to open your email. It should be compelling, concise, and hinting at the news you’re sharing without giving everything away. If your press release includes any original data, research or graphics, make sure to draw attention to it in the subject line, for example: “New data reveals top 10 cheapest cars to insure”. Or if you’re sharing your company’s financial results, make sure to grab attention with figures or percentages, for example: “(Company name) reports record-breaking 30% increase in annual turnover”.
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Keep your pitch short and to the point. Summarise the press release in a few sentences that convey the essence of the story and highlight any particularly newsworthy or timely aspects, such as data or trends that would be of interest to the journalist’s audience. It may also help to give the pitch a bit of a personal touch by mentioning the journalist’s previous articles or explaining why you’ve reached out to them. This will show you’re aware of their beat and work, and have chosen them thoughtfully rather than sent out a mass pitch.
What are the essential elements to include in a press release?
To ensure a press release captures attention, it needs to be well-structured and include specific elements that journalists expect. Here’s a breakdown of the essential components that should always be included in a press release:
1. A compelling headline
To save your press release from drowning in journalists’ inboxes, never to see the light of day, make sure it has an attention-grabbing headline that can also be used as the email subject if necessary.
It’s good practice to write like your article is on the front page because not only will it be more interesting for journalists scrolling through their inbox, but you’ll be saving them a job visualising what the story is going to look like. Keep it short and sweet, and SEO-friendly, and you’ll be on to a winner.
2. Link to the website
Don’t forget to add a link to your website in the press release. By including anchor text links to your website, you’re showing journalists where they can go for more information about your business and you’re also increasing the likelihood of them publishing your article with one of those all-important backlinks to your site. Having high-authority media outlets link to your website will signal to Google that your content is credible and trustworthy, potentially improving your site's search rankings and online visibility.
3. Company descriptor/Boilerplate
Don’t assume that everyone knows your business and what you do. Even if you’re one of the biggest companies in your area, you should always include some kind of company descriptor. For example, we’d say “Motive, a leading digital PR agency based in Nottingham”. This could also help your keyword rankings, so when people are searching for products and services similar to yours online, yours are more likely to pop up.
Many brands opt to include boilerplates at the end of their press releases. A boilerplate serves as a brief "About Us" section that provides essential information about the company. It typically includes details such as the company’s size, the products or services offered, its mission and website.
Boilerplate example:
Founded in 2008, (Company name) is the UK’s leading dog food retailer, serving thousands of customers through (number) stores nationwide and an extensive online platform. (Company name) offers a wide range of premium, nutritious and responsibly sourced products tailored to dogs of all breeds and sizes. For more information, please visit: (insert website).
4. Quotes from a spokesperson
Include quotes in your press release, and make sure they can stand alone. If they were shared without the rest of your release, would they convey the most important elements of your news? Make sure they do because journalists will often pull quotes out of releases to support other articles and features.
It’s always best to name a relevant staff member, for example “Bob Smith, head of marketing said:” but if you’re on a tight deadline and struggling to get sign off from someone who’s happy to be named in the release, “a spokesperson” will do.
5. High-res images
A good set of images can make your pitch stand out and will help put your brand in front of the right people. Also, people are likely to be turned off by reams and reams of sentences and paragraphs, so including a couple of images will help break up the text and allow journalists and readers to visualise the story.
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Key takeaways
- Press releases communicate company news and milestones, help generate publicity, and allow brands to establish their voice in the industry. Well-crafted press releases are essential to gain media attention and reach a larger audience.
- With journalists being bombarded with emails every day, press releases need to stand out in crowded inboxes to increase the likelihood of achieving coverage.
- A strong media pitch is vital to capture a journalist's attention before they even open your press release. The subject line and initial email should be compelling and personalised, highlighting key news or data relevant to the journalist’s audience.
- The key elements that should be included in press releases are an attention-grabbing headline, a link to the website, company descriptor or boilerplate, strong quotes from a spokesperson and high-res images.
If you’d like to discuss how we can help you communicate your company news, don’t hesitate to contact us - we would love to hear from you!
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