How to Create a Quality Press Release

There are few publicity tools with greater untapped potential than press release writing and distribution. When used correctly, a press release can exponentially increase customer inquiries and visits to your website, ultimately resulting in more sales and profit.

Unfortunately, many business owners are not well-versed in the art of crafting quality press releases. They may throw something together hastily, send it out to a cheap distribution company, and hope for the best

But this practice may prove to be a waste of time. Media professionals can spot such amateur attempts from a mile away. They receive hundreds of poorly-written press releases on a daily basis.

If you want your story to go out to the public, then you rely on reporters and journalists to pick up your story. Your press release has to show them that the topic is worth writing about.

How can you do this?

By creating a press release that reveals your professionalism.

Here are some tips to help.

  • Find a newsworthy edge to your story. What is your business doing that has a positive impact on others? Does this event have an emotional, “human interest” component to it? That angle should be the focus of your press release. If you’re having trouble coming up with something newsworthy to write about, check out our press release ideas.

  • Use an objective, third-person tone. While your ultimate goal may be to bring in more customers, a press release is primarily a news story, not a commercial. Avoid making exaggerated claims. Any sales pitch should be subtle. As with any other kind of news story, facts should be conveyed in the third person (“they” instead of “we”). A journalistic tone gives you more credibility.

  • Avoid technical language. Write your press release in layman’s terms. Your reader will immediately lose interest if language is too technical or there is too much “shop talk.”

  • Craft a winning headline. It all starts here! Your headline must state exactly what your story is about. Spend extra time making that headline compelling. You need it to stand out from the crowd.

  • Give it all away up front. Reporters decide within the first paragraph whether or not they will continue reading. Your first paragraph needs to provide the relevant details, the reasons why this story is worth caring about. Give readers the “who, what, where, when, why and how” of your story.

  • Include some numbers. A few well-placed statistics are sure to have an impact on your reader, making your story appear even more fact-based and objective and increasing your credibility.

  • Use a great quote. Quotes add human interest and make your press release more memorable. Try to find one compelling enough to stand out in your reader’s mind.

  • Consider SEO. Your press release will pack even more punch if you can get it to rise to the top of the search results in Google. Do some keyword research to find high-volume words and phrases. No need to worry if you are an SEO novice; we have plenty of resources to help you, including this article on how to get to the top of the search results.

If you’re still feeling a bit stuck, you can always take a look at the many great resources provided by Press Release Jet, including our free Press Release Checklist , as well as many helpful “Press Release 101” articles.

Do you still feel lost? You can always hire a professional to help.

PR Copywriter

At Press Release Jet, we are always coming up with new publicity solutions for our clients. In answer to the lack of time and expertise that plagues most business owners, we offer PR Copywriter, a professional press release writing service.

You can’t afford to miss out on the new opportunities that press release writing and distribution can give your business. But creating a quality press release is probably not something that you have time for.

PR Copywriter can take all the pressure off. We carefully screen our writers so you can feel confident that your press release will be professionally written, original, and error-free. Additionally, our writers have experience in a variety of industries and know how to reach your target audience. We are also respectful of the timely nature of your news and can complete the job with a fast turnaround. Our Concierge pricing plan offers unlimited revisions at no extra charge and a 100% satisfaction guarantee.

Are you on a tight budget? No problem. Our press release writing packages start as low as $45. For $99, you can purchase our Concierge plan for even more superior service.

Press Release Distribution

Have you thought about how you’re going to distribute your press release? If you’re not experienced in PR distribution and don’t have a substantial media contact list, it can be tricky to accomplish this task, too. You may consider hiring a publicist, but once you begin comparing their prices, you may feel even more overwhelmed. Some of them may charge hundreds of dollars for distributing just one press release...and that doesn’t even include the cost of writing it for you.

Fortunately, Press Release Jet has a solution for that too. You can purchase press release writing and distribution together in one convenient package. We guarantee syndication in over 375 media sites, including premium news networks like ABC, CBS, NBC, FOX, CW and even Bloomberg Business. Our combo pricing packages range from $84 to $348. At our top pricing tier, we provide Concierge press release writing along with spam-free distribution to over 400 media sites locally, nationally, and globally. At these rates and with this level of service, your business really can’t afford not to take advantage.

It may be that you just need a little guidance and some free time to become a pro at creating your own powerful publicity. For many of us, this task can feel too daunting along with all the other tasks that go into running a business. If that’s the case, our press release writing and distribution services can free you up to efficiently pursue your goals.