How to write a stunning press release

PressDoc is an easy-to-use tool when the basis of your press release is already there. However, when you are starting up a press release from scratch what should it look like? In this blogpost some insider tips for writing a press release.

The outline (based on the PressDoc format)

• Title
  Describe the essence of the press release in one sentence – in such a way the reader’s attention will be grabbed immediately.
• Subtitle
  Describe the market and what the benefits may be for your customers. One sentence only.
• Social media pitch
  Explain in a maximum of 100 characters your most important  or interesting message. A good pitch is the key to gain traffic to your press release!
• Summary
  Give a summary of your announcement and the benefits. Assume the reader will not read any further. Make this paragraph worthwhile.
• Details (the body of your press release)
  A strong introductory paragraph should grasp the reader’s attention and should contain the information most relevant to your message such as the five W’s (who, what, when, where, why). This paragraph should summarize the press release and include a hook to get your audience interested in reading more.
  After the introduction you explain the most important news again, but provide it with more explanation and background information (describe the problem you want to solve, how you solve it, how it works and what the benefits are). The details in a press release should be limited to the facts and/or news. Leave out opinion, triviality or hype. It is important that readers form an opinion for themselves by reading the details (facts) in the press release.
  Keep it short: 3-4 sentences for most paragraphs. Cut out the fat. You can accompany the press release with an FAQ that answers most of the  questions that may arise, so the body of the press release can stay focused on the real message.
• Relevant links
  Put interesting links in the press release that tell more about the announcement or for example your company (SEO-wise!).
• Quotes
  Provide a quote from a customer that describes how they experienced the benefit.
• Enclosures
  This is the fun part; submit documents, images, audio or video to enrich your press release.

KISS

Important: make the press release easy to understand. Imagine yourself explaining the contents of the press release to your mother (even better: try it for real!). If they understand, then that’s the way you should tell it to your audience.
In one word: KISS (Keep It Short and Simple).

Do you have suggestions on how to write a stunning press release? Feel free to leave a comment!