How to write an eye-catching press release

Mara Antoce

Senior Account Executive

In today’s fast-paced world, effective communication is key to making your voice heard over the noise. One powerful tool you have at your disposal is the press release. A well-written press release can amplify your message, capture attention, and generate valuable media coverage for your organisation.

So how exactly do you write a press release that stands out from the crowd and gets noticed by journalists? Let’s go over some tips and tricks as to how to write a successful press release.

Know your audience

Before you even start writing, it’s essential to understand who your target audience is and what they care about. Tailor your message to resonate with them, addressing their interests and concerns. Whether you are targeting industry insiders, consumers, or the general public, speak their language and appeal to their needs.

Compelling headline

Your headline is the first thing journalists will see, so make it count. It should be concise, attention-grabbing, and accurately reflect the essence of your press release. Think of it as a teaser that entices readers to delve deeper into your story. Additionally, you can include bullet points on your key messages from the press release as bullet points just underneath the title.

Journalists are busy people, so do not bury the lead. Start your press release with the most crucial information – the who, what, when, where, and why. This ensures that even if journalists only read the first paragraph, they’ll still understand the essence of your announcement.

Provide value

Your press release should offer something of value to the reader, such as new research or data, or a case study. Highlight what sets your announcement apart and why it matters. Show journalists why their audience will be interested in covering your story.

Adding quotes from relevant stakeholders adds depth and credibility to your press release. Choose quotes that are relevant, authentic, and provide additional insights or perspective. This humanises your announcement and makes it more engaging for readers.

Keep it concise and to the point

Journalists appreciate brevity, so keep your press release concise and focused. Stick to the facts, avoid jargon, and aim for clarity above all else. A well-structured press release with short paragraphs and bullet points makes it easier for journalists to digest the information quickly.

Include multimedia if possible

To make your press release more visually appealing and shareable, consider including multimedia elements like images, videos, or infographics. These assets not only enhance the storytelling but also increase the likelihood of media coverage.

PLMR understands the power of compelling storytelling and strategic messaging to drive results for our clients. We have extensive experience in utilising a suite of communications tools and tactics, such as press releases, to capture attention, spark interest, and raise brand visibility.


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