How To Write A Catchy Press Release

Let’s dive in so you can write a press release that gets picked up and spreads the word about your business.

With the internet being filled with fake news and unreliable sources. Make sure you and your client’s news are published with accuracy and relevance. Press releases allow you to control the story.

A well-created press release is a strong and cost-effective public relations and marketing tool. It is a great marketing opportunity to include in your and your client’s strategy. Press releases help to increase reach, lead-gen, and even build connections with media outlets.

In this guide, we’re sharing how to write the perfect press release.

This guide includes:

  • The nine essentials for any press release.
  • How to write a press release for four different scenarios.
  • Free press release templates to help you get started.

Let’s dive in so you can write a press release that gets picked up and spreads the word about your business.

As a general rule, most press release outlines follow this structure:

How To Write A Catchy Press Release

  • Descriptive press release headline
  • One or two sentences summarizing the press release
  • 3-4 paragraphs of information about the press release and any background information
  • Adding an image to break up the text from the paragraphs
  • 1-2 quotes from a relevant person such as a founder or CEO
  • Bullet facts or figures
  • Company description
  • Call to action
  • Boilerpoint
  • Contact information and phone number for further inquiries

Additionally, it is also important to know who the press release is for, by defining your audience.

Use this as a free press release template and tweak it to suit your individual needs. At the top of the release, you’ll want to state that it’s for “immediate release”, as this gives journalists the go-ahead to publish a piece right away. Similarly, it will also specify an embargo or not to publish to date if it is part of a campaign.

The nine essentials for any press release.

When you’re writing a press release, you want to make sure it’s effective and the results are worth your time. Here’s how to write a solid press release that includes all the information you’ll need:

  1. Start with a title that hooks the reader in
  2. Stating the announcement and its significance in your intro
  3. Expanding on why this announcement is important in the body
  4. Use an authoritative voice
  5. Using active voice
  6. Being succinct
  7. Call to Action
  8. Boilerplate
  9. Distribute your press releases

1. Start with a title that hooks the reader in

After sending out press releases, you may want people to tweet and write about the announcement to help create more press and buzz for your or your clients. Before this can happen though, the people need to read about it. This all starts will have a catchy title that hooks the reader in. To do that, make sure you clearly summarize the announcement with a strong, descriptive verb.

Take a look at the press release and layout from iconoClass

The headline reads:

“New business bootcamp fast-tracks students to tech jobs”

“New business bootcamp” hooks the reader in, as businesses on the rise are intriguing to read about. Also, “Fast track” implies that the journey for a tech student to get a good job can be lengthy, but iconoClass helps with that. It is also short and sweet – making it concise and succinct whilst giving insights into what iconoClass is as a business itself.

2. Intro: including the announcement and the significance of it

The press release needs to include all the five W’s:

  1. Where did the story take place?
  2. When did the story happen or when is it going to happen?
  3. Who’s involved in the news story?
  4. What’s the press release about?
  5. Why will the target audience be interested in the story? Why does it matter?

The iconoClass press release reads,

London, UK – 4 May 2022: iconoClass, the start-up revolutionising B2B tech recruitment is launching in the UK. Founded by Marie Taquet, a 27 year old Forbes 30 Under 30 entrepreneur, iconoClass aims to bridge the divide between higher education and employment by teaching essential business skills that fully prepare candidates for a career in the B2B tech industry. Its innovative fee structure means students pay only the registration cost upfront and defer the course payment until they are hired in a permanent role. iconoClass has a 98% success rate of candidates securing a position within three months of completing the course, with 100% of iconoClass graduates finding employment within a year, compared to less than 50% of students coming out of university. What’s more, any students who don’t find employment within the first year will be refunded their registration fee.”

In addition to the short bullet points and sentences above the start of the actual press release, by just reading the introduction to this press release, the reader will have all the information they need.

How To Write A Catchy Press Release

  • Where: London, UK
  • When: 4 May 2022
  • Who: iconoClass – a start-up B2B recruitment business
  • What: their course teaches business skills to students to prepare candidates for a career in the B2B tech industry.
  • Why it matters: only 50% of student out of university finds employment, compared to 100% of the candidates completing their course

3. Body: expanding on why the announcement is important

The body of the press release should be used to give the readers more information. This is also a good place to add any quotes from experts, or images if they have not already been added at the top of the press release, to make the content more engaging, eye-catching.

As you can see above, iconoClass has provided a link to view the full testimonial, supporting the company and the press release even more. They have also a CTA with a link that says:
“For more information on iconoClass, to register for its course, or become a UK partner please visit….”

The readers who have read the whole press release to the end are so interested they will most likely click that link for one of those three reasons, and leaving the link there makes it very easy for the reader to do so.

8. Boilerplate

The boilerplate is a short paragraph at the end of the press release that gives journalists and publishers an overview and background into the company that is featured in the announcement.

9. Distributing your catchy press release

Now that you have a strong and catchy press release. You need to send it out to publishers. This process can be both time-consuming and frustrating as the majority of PR agencies, send the press releases to publishers’ inboxes where they have to wait for publishers to read it and then wait for publishers to get back to them if they even do.

If you want to skip this step, however, and get a higher chance of actually getting your press release published, we have created a new free publishing platform that makes creating and submitting content a breeze. How amazing is that!

Sign up today, completely FREE and get your press releases out there!
Give your content the best chance of being published successfully to get the coverage it deserves.

How to write a press release for different scenarios

As we have now looked at how to write a general press release. Let’s look at how to write one for four different scenarios, as each one differs slightly. As we have already looked at how to write an effective press release, focused on up-and-coming, new, businesses, we will now be looking at how to write press releases for:

  • A new business
  • An event
  • New product
  • An award

Writing press releases for a new business

We have already touched upon this scenario throughout this guide, with the iconoClass example above. However, here are some brief points things to think about when you write your next event press release:

  • Explain the purpose and the goals of the business. Why does the company exist? Explaining the why and the mission of the company makes it more compelling and exciting to read about. Simon Sinek talks about it also cultivates a more emotional connection rather than just mentioning the what and how of the company. Therefore, this is a great way to start introducing the brand.
  • You might want to share any funding details here.
  • Make sure to include a call-to-action where people can sign up for your services/products, read more about you or sign up for your newsletter or download ebooks etc. Because the company is new, the excitement is fresh and therefore you want to make sure that you are keeping them engaged in some way.

You can download the FREE new business press release template here [link]

Writing press releases for events

By creating a press release, you can supplement your marketing strategy and alert the media about the upcoming event or what the event was about if you make a press release after the event itself.

Here are some things to think about when you write your next event press release:

  • Think about who your audience is and who the event will be for.
  • Explain the significance of the event. Why does it matter for your community and the company?
  • Include registrations and ticket details and of course the date of the event itself. How can the readers attend your event? Make it easy for your audience to register

You can download the FREE event press release template here [link]

Writing press releases for a new product

When you announce a new product launch, your goal is most likely for readers and brand advocates and influencers, or industry writers, to begin talking about it on social media. A press release can help with that and is a great way to supplement your new product launch marketing strategy.

Here are some things to think about when you write your next product launch press release:

How To Write A Catchy Press Release

  • Give an overview of the product. What is it? What does it do? How can people get it?
  • Focus on the benefits rather than the features alone. Although mentioning the features is great, the benefits are most likely what the readers will be interested in first. Because why should they buy the product? So include key information in your press release.
  • How does the product fit with your business? After mentioning why people should buy your product, link it back to how it aligns with your company’s mission.

You can download the FREE new product launch press release template here [link]

Writing press releases for an award

Awards are fun! People love getting recognition and award for their hard work. Press releases are a great way to do just that. It can also be good for future hiring processes and employees to see that you value and are grateful for the people working at the company. Not only does it build authority, but also trust and increases your company’s integrity.

Here are some things to think about when you write your awards press release:

  • Explain why the award is significant. Why is it worthy of an announcement? Who is the award for, or for what?
  • include a quote from someone at the company. Perhaps a reaction from the person receiving the award or from the person giving it and why.
  • Make sure you also share what is next on the horizon for the company and the team. What will come next after this? This is a great opportunity to share the future plans of the company.

You can download the FREE award press release template here [link]

Press Release Template

And that’s it! You might feel overwhelmed by it all, but it’s not as scary as it looks. We have made a FREE template that you can download here [downloadable PDF] to get started and begin writing killer press releases!

Good luck and have fun!

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