How to Write a Press Release in 2023
How to Write a Press Release in 2023
In this guide, we’ll explore how to write an effective press release, including our free PR template and some great examples of press releases that have proved successful in the past. Let’s dive in!
These days, companies are spoiled for choice when it comes to finding ways to engage with their target audience. Things like social media, PPC ads, and SEO have opened up doors that most marketers could only have dreamed of just a few decades ago.
However, despite all of these new communication channels, press releases remain a viable and effective way to reach an interested, informed, and engaged audience within your industry.
Not only do press releases give you the chance to share your brand message far and wide, but they can also help build your credibility as a business, offering a great ROI for a relatively low investment. And that’s why, in 2023, press releases are still one of the most important tools in a marketer’s toolkit.
In this guide, we’ll explore exactly how to write an effective press release, including our free PR template and some great examples of press releases that have proved successful in the past. Let’s dive in!
What is a press release?
Before we get started, it’s important to define what we mean by a press release, since many people still struggle to understand the concept.
Essentially, a press release is an official statement that’s distributed to the media to announce something (usually in written form). This could be a new product launch, an exciting event happening in your industry, or even a charity collaboration. The point is to grab the attention of the media and create a buzz around your brand or company.
For example, companies operating in the cybersecurity industry might use a press release to announce the launch of a new security product, share data about the latest cyber threats, or reveal research on trends in the industry.
Understanding your target audience
No matter what kind of press release you’re writing, it’s essential to have a clear understanding of who your target audience is before you even begin thinking about writing.
Are you aiming to reach out to other CEOs and C-suite execs in the cybersecurity industry? Or are you instead targeting the wider population of tech enthusiasts or even everyday consumers? Knowing your audience will help you tailor the language and format of your press release, as well as decide where it should be distributed.
Moreover, if you have quite a wide audience, you may want to consider writing multiple versions of the same press release to ensure each one is tailored to the appropriate readership.
The anatomy of a press release
When it comes to writing an effective press release, there’s a certain formula that you should stick to. Following these steps will ensure that your press release is able to capture the attention of journalists and influencers, as well as draw in the interest of your target audience. So what should a press release include?
A catchy headline & subheading
The headline of your press release is arguably the most important part. It needs to be catchy, and attention-grabbing, and summarize in just a few words (no more than 110 characters) exactly what your press release is about.
It should also include at least one of your key search terms or phrases, as this will help inform the media and your target audience about the content of your press release.
Here are a few examples of successful PR headlines and subheadings that companies have used in recent months:
Now that you’ve got your headline and subheading sorted, it’s time to write the intro. This should be short and sweet and should explain in just a few sentences exactly what your press release is about. The goal here is to grab the reader’s attention and give them a brief overview of the news. If you’ve written your headline properly, this should be quite easy.
This is the section where you also need to be providing some context about your company and what it does. This helps to give the reader a better understanding of the news and hopefully encourages them to keep reading.
As a rule of thumb, by the time the reader is done with the first paragraph or two, they should have a firm grasp of when and where the news happened, who was involved, and why it is important.
The body of your press release should include a few quotes from company executives or other relevant experts, as this helps to add an element of credibility and authority to the piece. These quotes should be used to provide additional detail and context about the news, as well as explain why it is important and the impact that it may have.
When choosing which quotes to include in your press release, try to select ones that are succinct and to the point. Avoid using long-winded quotes that take up too much space, as this will make your press release less appealing to journalists and influencers.
Including external quotes from reputable sources is also an effective way to make your press release appear more authoritative and trustworthy.
This is optional, but if you have a few key facts about the news that you want to emphasize, consider adding them as bullet points. This makes them easier for the reader to digest and makes your press release look more organized.
For instance, if we use the same example from before, the bullet points could be something like:
• World’s first ransomware security system of its kind
• Comprehensive coverage for both the public and private sectors
• Proven to reduce ransomware attacks by 65%
• Already implemented by over 200 customers
You should have covered most of the important information in your headline, intro/lead, and body, but if there are any additional relevant details that you think would benefit the reader, feel free to include them here.
Remember, there is almost zero room for opinion here. You should be delivering facts to the reader, so be careful not to include any statements that could be interpreted as biased.
Once you’re done writing the content, it’s time to wrap things up with a boilerplate. This should be a short paragraph that provides a quick summary of your company and its mission. Think of it like an “About us” section, but for press releases.
This is also a great opportunity to link back to your website or other online resources where the reader can find more information about your company and products.
Lastly, don’t forget to sign off correctly. In general, you should signal that your press release is finished by including three “###” at the end. This is standard practice and lets the reader know that they have reached the end of the release.
Free press release template
If you’re still having trouble formatting a press release, don’t worry! We have created a free press release template that you can use to make the process much easier. Simply enter the relevant information and you’ll be ready to go in no time.
1 – Attention-grabbing headline
2 – Subheading in italics that summarizes your announcement
3 – YOUR CITY, Month, Day, Year
4 – Intro/lead paragraphs covering the who, what, where, when, and why of your press release
5 – Quotes
6 – Bulleted list of important facts
7 – Additional relevant details (optional)
8 – Boilerplate
9 – End with ###.
When is a press release necessary?
Press releases are mainly used to announce newsworthy events or products, but they can also be useful for helping to spread awareness about important topics in the industry. Some of the most common uses for press releases include:
- Launching a new product or service – This should emphasize the features and benefits of the product or service, as well as how it can help customers.
- Rebranding your company – This can be used to explain the reasons behind the rebranding process and what it means for customers.
- Announcing partnerships or collaborations – If you’ve partnered with another company or organization, this is a great way to spread the word and generate some interest.
- Mergers and acquisitions – When your company merges or acquires another, you can use a press release to explain the details and what it means for both parties involved.
- Receiving awards or accolades – Just won an award or been recognized for something special? This is the perfect time to spread the word!
- Events – Let people know when and where your next event is taking place, as well as what they can expect.
- Changes to your executive team – If you have any changes to your executive team, a press release is a great way to introduce the new members and give them some exposure.
- New research findings – If you’ve completed research that could benefit other stakeholders in the industry, a press release is the perfect way to get the word out.
Tips for writing effective press releases
Now that you know when to use a press release, let’s look at some tips for writing an effective one.
- Keep it short and to the point – Press releases should be no more than two pages long, so make sure you get your main points across quickly and concisely.
- Hire a writer – If you’re not confident in your writing skills, it might be worth hiring a professional writer to help. This can ensure that your release is readable, engaging, and factually correct.
- Bring the data – If you are making claims or touting statistics, make sure you back them up with hard data. This will add credibility to your release and make it more trustworthy.
- Include a call to action – If you want readers to take a certain action after reading your release, make sure you include a clear call to action. This can be anything from visiting your website to signing up for a newsletter.
- Stay on topic – Don’t get too off-topic or try to cram too much information into the release. Stick to the main points and make sure everything is relevant to what you’re announcing.
- Proofread – Make sure you read through the release carefully before submitting it. Look out for any typos or grammar mistakes that could affect your credibility.
- Don’t get opinionated – As mentioned earlier, press releases should be factual and straightforward. There’s no room for opinionated comments, so make sure you stay neutral at all times, even though you may be tempted.
- Develop a story – Storytelling is an important part of any written communication, and press releases are no exception. Craft a story that your readers can connect with and engage them on an emotional level.
How to grab the attention of a cyber security journalist
The cybersecurity industry is growing every day and is becoming a hot topic in the media. If you want your press release to make an impact, you’ll need to know how to grab the attention of cyber security journalists. Here are a few tips:
Use quotes from your leadership and auditors
Journalists love quotes from respected parties, and this is especially true in the cyber security space. If you have any quotes from your leadership or auditors that relate to the press release, make sure you include them.
Include industry stats
Journalists are always looking for interesting statistics. If you have any relevant industry stats, be sure to include them in your release. Primary research is always going to go down well, but don’t sweat it if you don’t have any. Secondary sources can still be a great addition.
Take it easy on the jargon
Cybersecurity is a complex field and it isn’t always easy to explain the implications of a press release in layman’s terms. Make sure you clearly state your mission and explain why the readers should care in simple language. The last thing you want is to have your core message misunderstood by journalists, as this means they won’t be able to fully report on your announcement.
Use a cybersecurity press release distribution platform
At the end of the day, having a well-written press release is not enough. If you want your press release to be seen by the right eyes, you’ll need to use a press release distribution platform that targets the cybersecurity audience. This is where Cyberpress comes into play.
Using our platform, you can quickly and easily reach cybersecurity journalists and readers and increase the chances of your message being delivered to the top publications in the industry.
With the right research, some story-telling savvy, and a little bit of creativity, you can craft an effective release that grabs the attention of journalists and engages your readers. Just remember to keep it short, factual, and on-topic to get the best results.
A press release is an official statement that an organization provides to media outlets to communicate newsworthy information such as product launches, new appointments, achievements, and events.
The purpose of a press release is to get media attention and coverage for an organization’s news or events. It is a way to inform journalists and media outlets about newsworthy information and generate publicity for the organization.
The key elements of a press release include a clear and concise headline, a summary of the news or event, relevant quotes from spokespersons or executives, background information about the organization, and contact details for media inquiries.
Press releases can be distributed through various channels such as news wire services, email, social media, and direct outreach to journalists and media outlets. Cyberpress can help you distribute your press release to targeted cybersecurity media outlets.