Have you ever wondered how some brands manage to consistently land press coverage? The secret lies in their ability to understand how to write a press release that captivates and converts. Crafting an effective press release is not simply about announcing your news; it’s about telling a compelling story that resonates with your target audience and persuades them to take action.

Important points to factor into your releases

Always craft a magnetic headline for your press release by including relevant keywords, using active verbs and accurately reflecting the story. Don’t forget to create an attention-grabbing and informative headline with powerful words to evoke emotion and curiosity while avoiding jargon. You should tailor content for diverse media platforms to fit the style, tone, format of specific platforms in order to maximise reach and impact.


Crafting a magnetic headline for press releases

Crafting a magnetic headline for your release

A captivating headline will be key when writing press releases featuring breaking news

The headline is the crown jewel of your press release. It’s the first thing that readers and journalists see, and it could be what determines whether they read on or move to the next story. Think about the best headlines you’ve seen in news stories; they’re generally succinct, captivating and pertinent to the topic. So, when you write a press release, you need to craft a headline that includes these elements.

Do you know how to make your headline pop? We use our journalistic skills to write press releases for a variety of brands, so here are some tips :

• Include keywords that are relevant to your story and target audience. These will ensure that your press release shows up in search results when journalists and readers search for related topics

• Use active verbs that convey action and progress

• Ensure that your headline accurately reflects your story, giving readers a clear idea of what to expect in the rest of the press release

The art of the headline: making it pop

While it’s necessary to keep your headline concise and informative, it also needs to be attention-grabbing. You want to create a headline that is catchy and appeals to your intended audience. This is where the real art lies in crafting a headline with impact.

It’s good to use powerful words that create an emotional response or evoke a sense of curiosity. For example, words such as exclusive, unveiled or revolutionary can instantly add excitement to your headline. Avoid using jargon, clichés or hype and aim to limit your headline to a concise ten words or less. After all, your goal is to grab attention and inform, not confuse or mislead your audience.

Matching headlines with journalistic tone

Aligning your headline with the journalistic tone of your target publication or journalist is a key part of our crafting process at Christchurch Creative. This means avoiding promotional language and focusing on providing valuable, newsworthy information. It’s important to remember that your press releases are news stories, not sales pitches, which is why journalists could be best placed to write them.

Researching your target publication or journalist can help you better understand their style and tone. By aligning your headline with their style, you increase the chances of your press release being picked up and published. You could also add a sub-heading to enhance readers’ understanding of the news being shared and to offer more context.

Sculpting the perfect opening line

The opening line of your press release, often known as the lead, is your opportunity to hook the reader. It’s the first impression that sets the tone for the rest of the press release. The lead should quickly and clearly convey the essential details of your story, providing answers to the “5 Ws”:

  • Who
  • What
  • When
  • Where
  • Why

When writing the lead, it’s best to focus on the most newsworthy information and present it in an engaging way. We tend to avoid exaggeration and overly promotional language. Remember, your goal is to provide valuable information to journalists and readers, not to sell your product or service.

The lead paragraph: your story’s snapshot

The lead paragraph is your story’s snapshot. It should draw the reader in and provide a brief overview of the most critical information contained in the release. This includes:

  • the who
  • the what
  • the why
  • the where

When composing the lead paragraph of a press release, it is essential to be credible, clearly state the announcement and provide relevant context, and craft an engaging lead. Your goal is to make the lead paragraph newsworthy and compelling, ensuring that readers will want to continue reading the rest of your release.


Building a newsworthy narrative

Building a newsworthy narrative

Good press releases will include pertinent details and a newsworthy story

Creating a newsworthy narrative is at the heart of a successful press release. Your goal is to tell a compelling story that will not only appeal to your target audience but will also catch the attention of journalists and media outlets, ultimately leading to effective media coverage.

What makes news: identifying the hook

Identifying the hook – the unique, compelling aspect of your story – is a key step in this process. This is an important part in all of our content creation processes. Consider what makes your story timely, emotional or unique and how it will resonate with your audience. This could be a groundbreaking product launch, a significant company milestone, or an industry trend that your company is capitalising on.

When identifying your hook, focus on the unique aspects of your story. What sets your product, service or news apart from others? What value does it bring to your audience? These are the elements that will make your story stand out and capture the attention of journalists and readers alike.

Structuring your press release for impact

The structure of your press release significantly influences its impact. A well-structured press release makes it easy for journalists and readers to understand your story and find the information they need.

One popular method of structuring press releases is the inverted pyramid structure, where you begin with the most important information and end with the least. This ensures that the most critical details of your story are presented first and that additional information follows in descending order of importance. This approach also makes it easier for journalists to extract the key points for their coverage.

Creating cohesive flow in press releases makes them easier for your audience to follow your stories and understand the key points. This involves organising your information in a logical order, starting with the most important details and ending with additional context or background information.

Bullet points for clarity

We find bullet points are a powerful tool for breaking up large chunks of text and making your press release more reader-friendly. They can be used to highlight key details, making it easy for journalists and readers to quickly identify the most important information.

So, when using bullet points, keep them concise and focused. They should provide clear and succinct information that complements the rest of your press release, without overwhelming the reader with excess details.

Remember, the goal is to ensure your good press release is clear and easy to read by using a press release format, which can also be beneficial for crafting an effective news release. To get started, you can refer to a press release example for guidance. We tend to use our own press release templates and you may be able to find some free press release template options online.

Integrating persuasive quotes

One way to add depth and credibility to your press release is by integrating quotes from key stakeholders. These could be company executives, project leads or anyone directly affected by your news.

Quotes can provide context around your announcement and emphasise its importance. They can also give a personal touch to your press release, making it more relatable to your audience. However, the relevance of these quotes to your story and their contribution to its value should be ensured.

Crafting authentic voices

When incorporating quotes into your press release, it’s important to ensure that they sound genuine and authentic. The quotes should reflect the speaker’s true voice and avoid overly formal or sales’ style language.

To achieve this, we use simple and concise language and avoid jargon or complex terms that your audience may not understand. We also avoid quotes that sound forced or fake. The goal is to provide your audience with a genuine insight into the speaker’s thoughts and perspectives, adding credibility and depth to your press release.

Visuals that tell a story


Visuals that tell a story with news value

A photoshoot can provide you with a set of images which will generate interest and instantly add to your press release format

In the modern digital era, visuals are a potent storytelling tool. We always include high-quality images in our press releases. These can not only make them more engaging but can also enhance your story and provide a visual representation of your information. We ensure the images we use aren’t too big to prevent them from clogging up any inboxes. We also offer journalists the chance to get in touch with each brand for larger images if required.

With regards to a product image for a product launch press release, visuals can make your press release stand out and capture the attention of journalists and readers alike. Just make sure that your visuals are high-quality and relevant to your story.

Tailoring content for diverse media platforms

With multiple digital platforms available to upload your release, tailoring the content to suit diverse audiences and platforms is vital. This means adapting your content and messaging to fit the style, tone and format of the platform where you’ll be distributing your press release.

If you customise your press releases, you can maximise their reach and impact, ensuring that they resonate with your target audience on each platform. This could mean tweaking the language for a social media post, adjusting the format for a blog post, or providing additional context for a news article.

Press release variations for target audiences

Understanding the demographics, interests and preferences of your audience on each platform is important when tailoring your press release for different audiences. This will allow you to create a press release that appeals to them and captures their attention.

Customising your press release to your target audience can increase the likelihood of capturing their attention and stimulating their interest. Whether you’re targeting a local newspaper, a national news outlet or a specialised trade publication, understanding your audience will allow you to craft a press release that resonates with them and fulfills your communication objectives.

Adding authority with expert insights

If you include expert insights in your press release, this can add credibility and authority to your story. Whether you’re launching a new product, announcing a company milestone or sharing industry news, expert advice or top tips can give your press release an edge.

Experts can provide unique perspectives and insights that can enhance your press release and make it more compelling to journalists and readers. Whether it’s a designer commenting on a market trend, a sales director sharing insights on a new product launch, or an industry expert providing top tips, expert insights can make your press release stand out and establish your credibility.

Polishing for perfection: editing and proofreading

After writing effective press releases, we always suggest clients take time to proofread them. This is your opportunity to ensure they are factually correct This should apply to you whether a copywriter or the business internally is writing the press releases. In fact, a well-crafted press release announcing your news can make all the difference in getting the desired attention. Press release writing is one of those important skills we have that can greatly benefit your business.

We initially check for typos, grammatical errors or unclear language that could confuse your audience or detract from your message. However, we always ensure that our clients check the press release too. This way, we can make sure that your press release is concise and that all information is accurate and up-to-date. Remember, it is important that your press release makes a good impression. After all, it is ultimately a reflection of your brand.


Proofreading a newsworthy press release

Your release must make a good impression to achieve media coverage

Avoiding common pitfalls

Part of the editing and proofreading process is to avoid common pitfalls. This includes catching and correcting common errors such as typos, grammatical mistakes and unclear language.

A common pitfall when brands write press releases internally is when language is used that is overly formal or salesy. As previously mentioned, your press release is a news story, not a sales pitch. Use simple and clear language that your audience can easily understand. Avoid jargon and complex terms that may confuse your audience. By avoiding these common pitfalls, this is how you can ensure that your press release is clear, accurate and professional.

Paying attention to detail

To sum up, crafting an effective press release requires careful consideration and attention to detail. From crafting a captivating headline and sculpting a perfect opening line to building a newsworthy narrative and structuring your press release for impact, every step is crucial. But remember, the ultimate goal of your press release is not just to make an announcement, but to tell a compelling story that resonates with your audience and persuades them to take action.