Writing press releases that get published

Press releases are a great way to let people know about an event or other happenings at your business. The main purpose is to promote something significant or specific. Press releases need to be timely and well written for them to be picked up and published.

The first thing you need to ask yourself when you are thinking of writing a press release for your business is, “Is this news?” We know that you want people to know about your business and you want the press to talk about it, but it should be relevant to the public for it to be a press release.

Here are some tips for writing interesting and effective press releases:

Headlines – Write a short, catchy headline. Your headline should summarize your story and include a CTA. What's the story? Why should people care? Why now? A good headline forces you to organize your thoughts.

Short and Sweet – Your headline drew your reader in. Don’t lose them when they start reading the actual press release. Get right to the point, let them know why your story is relevant and interesting. If your press release is too long no one is going to read it.

Clean and Clear – Avoid using technical jargon when writing a press release. Remember that you are writing to an industry that communicates to the general public. Insider content makes your writing come across as stiff and unnatural. Press releases should be professionally written but not disconnected and boring. If you are not confident in your writing ability, hire someone to write it for you, or hire someone to professionally edit it.

CTA – If you don’t have a call-to-action you are missing a huge opportunity. You’re having an event? How do people buy tickets? You’re launching a new product? When and how can people get it? Provide enough information so that whoever reviews the release doesn’t have to scramble for a lot of extra details.

Multimedia – Adding an image or even a video to your press release can greatly increase its visibility. PR Newswire’s research shows that the visibility of your press release content could increase by 552 percent by adding multiple media. There is usually so much more to the story than you can say in a press release – photos and video links are a great way of adding that without making it long and drawn-out.

A press release is not a guaranteed marketing tool; don’t expect every press release you write to be picked up and reported on by the press. But following these tips will increase your chances of that happening.

If you would like to have a professionally written press release for your business, contact Union Leader’s advertising department.

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Retail/Classified Advertising
Jim Normandin

Advertising Services Manager
National/Major Accounts
Robin Wilson

Digital Sales Manager
Chris Durant

Member: (AAM) Alliance for Audited Media, (NENPA) New England Newspaper and Press Association, (NENAEA) New England Newspaper Advertising Executives Association, (NCAMA) Northeast Classified Advertising Managers Association, Co-op New England.

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