How to Write a Press Release That Gets Noticed

Hi there! I'm sure many of us have heard of "press releases," whether on the news or in your favorite K-Dramas. Well, in case you don’t, here’s the definition according to Investopedia:

“A press release is a piece of news or information that companies send out to inform the public and the press about something noteworthy or of material significance.”

From here, we know that press releases are like golden tickets for grabbing the attention of the media, potential customers, and the general public. And, we definitely want to make the most of them.

But in a world flooded with content, how do you make yours stand out?

This blog aims to guide you through the process of crafting a press release that not only gets noticed but also resonates emotionally, tells a compelling personal story, and leaves a lasting impression.

Now, let’s dive into the art of press release writing!

1. Understand Your Unique Value Proposition

Before you even start writing, you need to have a crystal-clear understanding of what makes your brand unique, essentially your Unique Selling Point (USP).

What problem do you want to solve? What sets you apart from your competitors?

This unique value proposition should be two simple, clear sentences.

Think of it as your elevator pitch – something you can tell a stranger in just one elevator ride.

Example:

2. Hook with a Killer Headline

The headline is the first thing journalists see. 👀

It’s your first and perhaps only chance to grab their attention. Make it count!

Your headline should be punchy, accurate, and under 20 words. Think about what makes your story newsworthy and exciting.

Example: “Local Startup Revolutionizes PR Industry with AI-Powered Platform, Gains $1M in Funding” (wow, we wish!)

3. Start with a ‘Wow’ Factor

Your first paragraph needs to hook the reader immediately.

This is where you introduce the most exciting, newsworthy aspect of your story. Think of it as the opening scene of a blockbuster movie – it needs to captivate and compel the reader to continue.

Let’s be real, if it isn’t interesting, would you continue reading? 🤔

Example: “When Jeremy launched his second startup after founding his first company, he never imagined that what started as a daydream would revolutionize the PR industry. Now, his AI-powered platform, Alpha Story, is set to change how startups and SMEs approach public relations, and it just secured $1M in funding from leading venture capitalists.” (now this got us manifesting for ourselves 🙏)

4. Develop Content That Shows Value

Journalists are busy and skeptical.

They generally don’t care about your brand unless it brings value. Just imagine the numerous emails they have in their inbox, each waiting for a chance to be featured.

So, focus on the tangible impact your business has on the industry or the public. Highlighting your unique benefits and how you solve real problems is certain to make your press release more compelling!

Here’s ours: “Alpha Story’s AI tools empower small businesses to create journalist-ready stories in minutes, democratizing access to media coverage that was once only available to large corporations with hefty PR budgets.”

5. Identify and Target Relevant Media Outlets

One mistake people often make is to blast their press release to every media outlet. Don’t do that.

Instead, identify the top three media publications most relevant to your target audience.

Smaller, niche publications can often be more powerful than mainstream ones because their readers are highly engaged and passionate about the industry.

For instance, if you classify as a lifestyle brand, perhaps going for media publications like Harper’s BAZAAR Singapore (local) could do some things for you!

Psst - you could also end up on Mothership if you got some really interesting stories to tell!

Example: “Alpha Story targets tech-savvy entrepreneurs and startups, making publications like TechCrunch, Entrepreneur, and Startup Grind ideal for our press release distribution.”

6. Shortlist the Right Journalists

Finding the right journalist is crucial.

Look for journalists who cover your industry and have shown interest in similar topics. Then go ahead and personalize your outreach by mentioning their previous work and why your story would be a great fit for them.

7. Craft a Compelling Narrative

Stories are powerful as they evoke emotions and create connections. Instead of purely presenting facts; tell a story.

Share how you came along your journey, the challenges you faced, and the triumphs you achieved. This personal touch makes your press release much more memorable and engaging.

Example: “Jeremy’s journey from a struggling entrepreneur to the founder of a groundbreaking PR tech platform is nothing short of inspiring. After experiencing firsthand the challenges small businesses face in gaining media coverage, he was determined to create a solution. His story is one of resilience, innovation, and a relentless pursuit of equity in the PR industry.”

8. Use Clear, Positive Language in Interviews

Great! Now, if you’ve managed to secure an interview, ensure to keep the narrative clear and positive.

Being concise, focusing on your key messages, and providing concrete examples of your success will make it much easier to capture a journalist’s attention. Don’t forget to always maintain professional etiquette and express gratitude for the journalist’s time.

9. Build and Maintain Media Relationships

Your relationship with the media shouldn’t end with one press release.
If you’d like journalists to keep a look out for your future updates, consistently engage with them, share updates, and provide valuable insights. This helps you build a long-term relationship that can potentially benefit your brand in the future.

10. Leverage Emotional Appeal

Emotions drive actions.
An emotionally appealing press release can leave a lasting impact. Whether it’s a personal struggle, a heartfelt mission, or a passionate vision, tap into the emotional aspects of your story.

Check out this article here for an example!

(Alimin, 2021)

11. Incorporate Multimedia

In today’s digital age, a press release isn’t complete without multimedia elements.
Include high-quality images, videos, and infographics to make your press release visually appealing and more engaging. (Something like what I've been doing in this blog (though there's always room for improvement! 😉)

12. Proofread and Optimize

Finally, proofread your press release to ensure there are no grammatical or spelling errors. Use tools to optimize it for SEO, making it easier for search engines to find and for journalists to use.

Some tools you may consider for proofreading:

(Photo credits from Chesson, 2024)

Conclusion

Writing a press release that gets noticed isn’t just about following a formula; it’s about telling a compelling story, making a genuine connection, and providing real value.

By incorporating emotional appeal, personal stories, and clear, impactful language, your press release stands a chance to stand out in the crowded media landscape.

Remember, it’s not just about what you say, but HOW you say it. So, put on your storytelling hat, and let your brand’s unique voice shine through!

Happy press release writing!