How can you structure a press release to maximize media attention?

1 Grab Attention

The headline of your press release is your first opportunity to grab a journalist's attention. It should be both informative and engaging, summarizing the essence of your announcement while enticing readers to learn more. A strong lead paragraph follows, providing the who, what, when, where, and why—the critical information that can make or break a journalist's interest. This section sets the tone for the rest of the content, so make sure it's clear, concise, and compelling enough to keep the reader moving forward.

2 The Story

Once you've captured the reader's attention, the next section should delve into the story behind your announcement. Here, you build on the initial details provided in the lead paragraph, offering depth and context. Explain why your news matters and how it impacts your industry, customers, or the broader market. This narrative should be engaging, painting a picture of the significance of your announcement. Remember, you're not just sharing facts; you're telling a story that you want the media to retell.

3 Quotes Matter

Including quotes in your press release adds a human element and provides a personal perspective on your news. Quotes should come from key stakeholders, such as the CEO or a project leader, and they must be relevant and insightful. They offer an opportunity to express opinions or share a vision that factual data alone cannot convey. Ensure that quotes reflect the core message of your release and contribute to the storytelling aspect, giving journalists soundbites that are ready to use in their coverage.

4 Supporting Facts

To bolster your press release, include a section dedicated to supporting facts. This is where you can provide additional data, background information, or details about your company that reinforce the significance of your announcement. However, avoid overwhelming the reader with too much technical jargon or complex data. The objective is to strengthen your narrative with evidence while maintaining clarity and readability. Think of this section as the foundation that underpins your story.

6 Contact Details

Finally, ensure that your press release includes up-to-date contact information. This section is vital as it allows journalists to follow up for more information or to arrange interviews. Provide the name, phone number, and email address of the primary contact person within your organization. Make it as easy as possible for media representatives to reach out to you, as this can be the difference between gaining coverage or being overlooked.