Press release writing: 6 tips for a successful message

Tip 1. Provide newsworthiness

The most important aspect of a press release is its newsworthiness. This means that your message must be relevant and interesting for the target group of journalists and media you send it to. So before you start writing, determine whether the subject of your press release has sufficient news value. If it is something that is out of the ordinary and has an impact on many people or groups, it is more likely to be picked up by the media. In addition, make sure you have all the relevant information listed and determine what authority you have as the sender of the message.

Tip 2. Write a press release with a catchy title and clear structure

A catchy title is the first impression your press release makes on the journalists and editors you share it with. The title should therefore be appealing and intriguing so that it attracts attention and invites further reading. The structure of your press release is also very important. Make sure your message has a clear and logical structure, with a clear lead in which you summarise the most important news (who, what, where, when), followed by explanatory paragraphs with quotes and background information (why and how). In doing so, put the most important news at the top and write the press release 'roll up'.

Tip 3. Write press release in an objective and non-commercial tone

The purpose of a press release is to inform, not to persuade or sell. Therefore, always write in an objective and non-commercial tone. Avoid persuasive language and do not use recruiting or hard selling techniques. Instead, your press release should be factual and informative so that journalists and editors can understand and process the information quickly and easily.

Tip 4. Add visual elements

A press release with only text can be boring and difficult to read. Therefore, add visual elements such as photos, videos or infographics with research results to make your press release more appealing to journalists. This can also help make your message clearer and thus increase the chances of media picking up the press release.

Tip 5. Send the press release at the right time

It is important to send your press release at the right time so that it stands out among the many other messages journalists and editors receive every day. This could be at a quiet time of the week, for example, or at a time when the subject is topical. Here, it is also very important that you share it with the right contact at the desired media outlet. Therefore, address that person specifically in your accompanying e-mail.

Tip 6. Follow up and maintain contacts

After sending it, it is important to follow up and keep in touch with the journalists and editors you sent it to. This will increase your chances of publication. For example, ask if they have any questions about your press release or if they might need more information. This also contributes to your relationship with (your contacts at) the media.

In summary, a press release contains newsworthiness, is written in clear and attractive language, contains a catchy title and a good structure, visual elements and is sent at the right time and shared with the right contacts. These tips will ensure that your press release gets media attention and your message gets the stage it deserves.

Bonus tip: stay informed, flexible and make adjustments

If you follow the aforementioned tips, your press release will improve and increase your chances of getting media coverage. But remember that success is no guarantee. It is also important to stay flexible and be prepared to make adjustments to your press release and approach to the media, depending on the feedback received. Moreover, stay up-to-date with trends and developments in the world of PR, marketing and media. This will allow you to keep improving your press releases and make sure they match the needs and expectations of journalists and editors.