Crafting compelling press releases is an essential skill for any modern marketing professional. Yet, the world of PR is rife with outdated advice and downright misinformation. Are you ready to separate fact from fiction and learn how to create press releases that actually get results?
Key Takeaways
- A press release is not just for major announcements; use them to highlight trends, offer expert commentary, or showcase smaller company achievements.
- Focus on a single, compelling narrative in your press release and tailor it to a specific media outlet and audience for maximum impact.
- Forget the stuffy corporate jargon; write in a clear, concise, and engaging style that journalists will actually want to read.
## Myth 1: Press Releases Are Only for Big Announcements
This is perhaps the most damaging misconception. Many believe that crafting compelling press releases is only worthwhile when announcing major events like product launches or acquisitions. This couldn’t be further from the truth. While those events certainly warrant a release, limiting yourself to only monumental news is a missed opportunity.
Consider using press releases to highlight industry trends your company is addressing, offer expert commentary on current events, or showcase smaller, but significant, company achievements. For example, a local Atlanta cybersecurity firm could issue a release discussing the rise in ransomware attacks targeting small businesses in the metro area, positioning themselves as a valuable resource. Even winning a local “Best Workplace” award could be newsworthy, especially for attracting talent. Think creatively about what aspects of your business would be of interest to journalists and their audiences. Don’t wait for the earth to move. For more on finding the right angle, see how to turn interviews into marketing gold.
## Myth 2: The More Information, the Better
In the age of information overload, brevity is your best friend. The idea that a press release should contain every possible detail about a company or event is a recipe for disaster. Journalists are busy people; they don’t have time to wade through pages of unnecessary information. A Nielsen study on media habits found that journalists spend less than 2 minutes on average reviewing a press release.
Instead, focus on crafting a concise, compelling narrative. Highlight the most important information in the first few paragraphs and provide supporting details only when necessary. A good rule of thumb is to keep your press release to one page or less. Remember, the goal is to pique the journalist’s interest, not to tell them everything. If you are a writer, you’ll need to market or perish in the age of search.
## Myth 3: Press Releases Should Be Written in Stuffy, Corporate Jargon
Nothing kills a press release faster than dry, lifeless prose. The notion that press releases need to sound formal and corporate is a relic of the past. Today’s journalists are looking for engaging, informative content that resonates with their readers.
Write in a clear, concise, and accessible style. Use active voice, avoid jargon, and tell a story that captures the reader’s attention. Think about the target audience and tailor your language accordingly. For instance, if you’re targeting a tech publication, you can use more technical terms, but if you’re targeting a general audience, keep it simple. I once had a client who insisted on using phrases like “synergistic solutions” and “paradigm shift” in their press releases. Not surprisingly, they received very little media coverage. We rewrote their releases in plain English, and the results were dramatically better.
## Myth 4: All Media Outlets Are Created Equal
A common mistake is to send the same press release to every media outlet imaginable. This shotgun approach is inefficient and ineffective. Different media outlets have different audiences and different interests. Sending a press release about a new restaurant opening in Buckhead to a technology blog is a waste of time. For more on this, consider if you should niche down and conquer.
Instead, take the time to research your target media outlets and tailor your press release to their specific audience. Understand what kind of stories they typically cover and what their editorial guidelines are. Personalize your outreach by addressing the journalist by name and explaining why you think your story would be a good fit for their publication. A well-targeted press release is far more likely to get results than a generic blast.
## Myth 5: Once It’s Sent, Your Job Is Done
Sending a press release is just the first step. Sitting back and waiting for the phone to ring is not a viable strategy. Follow-up is essential. After sending your press release, reach out to the journalists you targeted and offer to provide additional information or answer any questions they may have.
Be persistent, but not pushy. Respect their time and understand that they may be busy. Offer to provide them with exclusive content or interviews. The key is to build relationships with journalists and become a trusted source of information. According to the IAB’s 2025 State of Media Report, 67% of journalists prefer personalized follow-up emails. For Atlanta small businesses, here’s a simple strategy for media exposure.
What’s the ideal length for a press release?
Aim for one page, or around 400-500 words. Get to the point quickly and focus on the most important information.
How can I make my press release stand out?
Focus on a compelling angle, write in a clear and engaging style, and tailor your release to the specific media outlet you’re targeting. Include a high-quality image or video to make your release more visually appealing.
Should I include quotes in my press release?
Yes, quotes can add credibility and personality to your press release. Make sure your quotes are relevant, informative, and engaging. Attribute the quotes to specific individuals within your organization.
How important is SEO for press releases?
While press releases aren’t primarily for SEO, optimizing them with relevant keywords can help improve their visibility online. Include keywords in your headline, body copy, and image alt tags. However, prioritize readability and relevance over keyword stuffing.
What if I don’t have any “big” news to announce?
Get creative! You can use press releases to highlight industry trends, offer expert commentary, showcase company achievements, or announce new hires. The key is to find a compelling angle that will be of interest to journalists and their audiences. For example, a local law firm near the Fulton County Courthouse could issue a release commenting on new O.C.G.A. Section 34-9-1 rulings.
Ultimately, crafting compelling press releases that resonate with journalists and generate media coverage requires a strategic approach, a clear understanding of your target audience, and a willingness to challenge conventional wisdom. Stop believing the myths and start creating press releases that get results.
The single most actionable takeaway? Stop thinking of press releases as announcements and start thinking of them as stories. What story can you tell that will grab a journalist’s attention and make them want to share it with their audience? That’s the key to success. And remember, you can unlock media coverage in Atlanta.
