First things first, a good press release leads to good coverage. Which ultimately leads to better brand positioning and recall value. 

To make things easier, Katch has put together an essential checklist of how to write an engaging and impactful press release. We’ve got your back!

Get. Set. Go. Target Audience?

Before you dive into writing the press release, define whom you are actually trying to reach with it. Having clarity about your target audience is what will help you set the tone for the press release and curate relevant content that will follow. 

It is important to remember that the press release is being read by journalists as well as existing and potential customers. Hence, if your target audience isn’t well established, you’re going to end up with a press release that added no value to the brand! 

Write Katchy Headlines

  • It’s the first thing one will see! You want to absolutely nail the title because this is what sell’s the content. Be bold and clear with your subject line to stand out. Journalists are always receiving emails hence ensure you label emails containing press releases with the title of “press release” and “story idea”. 
  • Your aim is to Katch the reader’s attention instantly and that should be enough to make an outstanding impression. The top line of your press release is the most important part of your story, don’t stretch it more than 15-20 words. Ensure this reads like the opening of a news story. Make it easy for journalists to understand and remain interested in your story.

Short & Sweet – Keep it concise

  • Your aim is to keep it short, crisp, and sweet. The press release ideally should be the length of an A4 side or about 300-400 words. Refrain from including background information about your company throughout the opening of your press release. Save this for the ‘notes to editors’ section towards the end of your press release. You can run over the second page to include any relevant additional information about your brand or partnership information, etc. 
  • Bullet points and subheadings are practical to make information simpler to communicate and understand, especially if you are including figures and statistics. On the plus side, it also highlights the information!

Provide Insight

Journalists love insightful information from trustworthy people. You can include quotes from senior people within your business that contribute opinions and wisdom. This keeps your press release more authentic. The press release should be easy to read and understand, hence avoid using jargon or technical language. Keep it real! 

Nail your structure 

  • Remember, a press release isn’t a story. The structure is key to capturing the most suitable coverage. Use the ‘inverted pyramid style’, with the most important information at the top, filtering to the least. This will ensure that the key messaging or focus of your press release isn’t lost if the reader gives up halfway through. 
  • Stick to the facts and remember you are speaking to a stranger. Minimize hyperbolic or over-enthusiastic language. 
  • You can include key product or promotional images that help complement your press release and add them as separate attachments with applicable credits or copyrights.
  • It’s also a good idea to include no more than a paragraph about where you vision the publication you are pitching to. 

Finally, be ambitious. Journalists are inundated with press releases, so remain patient with your press coverage. Experiment with several attempts but persevere with determination and you’ll reap the rewards!

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