So you’re prepping up for the press release distribution. You need to know its format before doing it yourself or opting for press release distribution services.
A standard press release often starts with the company’s logo and has up to twelve key elements. We’ll look into each and help you create an irresistible PR.
Before we dive into the formats of press releases, let’s review different types of press releases.
Types of Press Releases
Press releases can be about anything the company wants to share with interested parties. The format for each can remain the same but have different purposes.
Here are some essential types of press releases you may use to grab your readers’ attention:
- Book Press Release – A book press release is for book publishers to tell the world about their new work.
- Press Release for Announcing a Conference – When a company sends out invitations to an upcoming conference, they roll out a press release to announce a conference.
- Event Press Releases – Businesses roll out an event press release to tell interested stakeholders about an upcoming event.
- Funding Press Release – When a company wins new funding and wants to tell interested stakeholders about its source and how they will use it, they distribute funding press releases.
- Music Press Release – Artists will tell interested parties of their next music release or big move via music press releases.
- Award Press Release – When a company wins an award, they share the big news via an award press release.
- Rebranding Press Releases – A company rebranding part of its business or the entire venture usually becomes part of a rebranding press release.
- Partnership Press Release – A change in partnerships is part of a partnership press release and helps stakeholders about the business’s current operations.
- Charitable Press Release – Businesses distribute charitable press releases to inform interested stakeholders about their funds on charities.
- Hiring Press Release – C-level hires is a piece of information people want to read. For that, companies opt for new hire press release distributions.
- Product Press Release – When a company introduces a new product or line of products, the news usually goes through a product press release distribution.
Press Release Distribution – Format
Press release distribution services may follow different formats. Make sure to learn them first before you pen down your PR. The key elements of a standard PR include:
- Setting the Document
- Adding the Company Logo
- Adding Contact Information
- Adding a Headline
- Adding a Subheader (optional)
- Placing Stamp & Date
- Introductory Paragraph
- Content Body
- Adding Quotes
- Interactive Elements (optional)
- Adding Boilerplate
- Adding End Notation (optional)
Setting the Document
Although, you may select any clear font type for the PR. The most common font type is typically Times New Roman. Besides selecting font type, you also need to set the document to one-inch margins. However, you may draft the content according to the journalist’s requirements.
Write headlines in 14-point size, bold, and centered. For the rest of the body, use the same font (or Arial) type but a 12-point standard format.
Adding the Company Logo
Adding your company logo will enhance brand awareness. It should be the first thing readers should see. Publishers can also use the same in their publications. That will further boost your brand. The preferred image size is 200 x 200 pixels.
Adding Contact Details
Don’t think your email address would be enough to share your contact details. You need more than that. Also don’t think adding the contact details at the bottom would be a good idea.
Like in official documents, company contact details go on the rightmost side of the page. It’s the perfect place where the publisher can view your contact details and can easily get back to you if needed. The contact details are for the publishers only. It shouldn’t go out to the mass audience.
The headline goes above the core content (below the image and contact details). Make it catch readers’ attention. Keep the headline short and precise. 60 to 80 characters would be enough. It must give the body subject and overview.
Adding a Subheader (optional)
Adding a subheader is optional. It will uplift your content’s worth. Follow the same tips for subheaders as for headers. Make them engaging and short. The good thing about subheaders is that they can outnumber headers. You can write up to a 120-character subheader. Remember to make it valuable, engaging, and relevant to the content. Also, make it different than the header.
Placing Stamp & Date
Stamp & date goes before the main body. It involves the location (usually the city) where the news is coming from, followed by the publication date. Keep the text in bold like that: CITY, ST. (Month, Day, Year).
Now to the main content of the PR. The introductory paragraph is where it all begins. It identifies the target audience and what the content is about. It better also tell what the reader will get from the range.
That said, the intro should be short and to the point. The content should also stick to the basic facts. Avoid selling or giving away the essence of the PR. Doing that would stop them from going any further, which isn’t good for you.
Now to the significant part of the content – content body. This part must unfold the things mentioned in the title, the subtitle, and the intro.
Use short sentences; easy to read and understand. Try adding facts and figures, if necessary. If the press release is about an invitation to an event to the general public, include details about RSVP or register.
Your content body should give everything the reader requires and what you promised in the intro and title of PR.
Adding quotes in the content is always a good gesture. Everyone likes that, and so do the journalists. Quotes in PR can include testimonials from happy customers, comments from product heads, or C-level employees.
Interactive Elements (optional)
Make your PR more interactive by adding relevant multimedia. Besides that, you may also add hashtags, social media handles, interactive images, and downloadable infographics. You may also add PDFs, such as an ebook, report, or case studies.
Boilerplate is your “about” section. Write about your company’s background, awards, or anything that could considerably value the reader. Don’t forget to add the link to your website, primary email address, phone number, etc. As suggested by experts, this section of the press release shouldn’t go beyond 100 words.
Adding End Notation (optional)
Not a requirement, but it’s better to add an endnote and call to action (CTA) at the bottom of the PR. Add back your contact details and let the readers know that you’re open to getting responses. A sentence like “For more information, contact us at [phone number] or [email address].” is more valid than any other content. It’s easy to read and understand.
Press Release Writing – Best Practices
Press release distribution is all about writing newsworthy content. It should include valuable and relevant information and target the right audience. Ignoring these elements will leave less impact and might not fulfill its purpose.
Writing newsworthy press releases is generally a 4-step process:
Writing an Attention-grabbing Title
Titles are the first thing readers will see, primarily when distributing the press release to journalists via emails. Create a catchy headline, making every word count.
PR titles are no different than blog post titles. You have the same rule:
- Keep them short.
- Try using action verbs.
- Make them easy to read and understandable.
- Make them interesting.
Some PR writers often use long titles, which are hard to read and make sense. Doing so will still get you some clicks. But your attention shouldn’t be getting a few clicks when you can get a lot more.
Write Valuable Information
Writing valuable news has nothing new in it. News is meant to be interesting. The essential thing comes when writing the first paragraph. Experts suggest the first few lines are the most important ones. They must tell readers what the content is about and the target audience.
According to wikiHow, “The lead, or first sentence, should grab the reader and say concisely what is happening.”
Write short paragraphs and sentences while writing the PR. No one has time for long sentences.
While PR isn’t only restricted for journalists/publishers, end readers can also reach your press release. Target every reader while drafting and make everything work count.
Aside from the intro, the briefing paragraphs must also stick with the title and first few lines. Interestingly, writing a PR is relatively easier than writing a blog post. A blog post is usually longer than a PR and requires more research. That mustn’t mean that you don’t have to bother a ton while writing a press release.
Adding a Tempting Quote
Quoting a few lines from wikiHow in the previous section certainly added more value to this post. It ensures that giants like wikiHow also support valuable content, especially the introductory paragraph.
Besides quoting other valuable sources, you may also quote positive feedback from happy users. It will uplift your content’s value and build strong trust.
Drawing a Clear Conclusion
Like any other ending note, a PR’s endnote is also highly valuable. Add a strong CTA or simply re-share your contact details so that publishers can get back to you if they want to.
The Bottom Line
Following a format usually will help you structure better. But it isn’t something you need to follow in any case. You may deviate from standards and draft your press release differently.
However, following best practices while writing the press release is highly crucial. You can’t ignore that and the impact it could offer.
For more details and guidance, you may reach out to iCrowdNewswire. We are always happy to help clients, writers, and readers.