Learn key press release structure mistakes to avoid for effective business communications.

Assume nobody will read past the second paragraph. A subhead (below the headline) is your friend. Get your best quote out there early (2nd or, at latest, 3rd graf). Minimize jargon. The first paragraph should be readable by an actual human being! Think about the one thing you want people to take away from the release - the most important point you want to make or the one headline you'd like to read. Releases that consist of "parade o' quotes" may be necessary if you've got a lot of stakeholders to keep happy, but they're rarely value-added for the reader. Push them down below the meat of your announcement. IMPORTANT: Be sure the release is on your website! (eg your blog or News page.) I'm always amazed by how many people don't do that.

What are common pitfalls in press release structure to avoid?

Crafting a press release can be a delicate task, and it's easy to fall into common traps that undermine your message. Whether you're announcing a new product, an event, or a significant business achievement, your press release structure is crucial in ensuring your news is understood and taken seriously. As you prepare to share your latest developments, keep in mind that a well-structured press release can make all the difference in capturing the attention of the media and your target audience.

1 Overlooked Headline

The headline is your first chance to grab attention; a vague or confusing headline can doom your press release from the start. Ensure it's compelling and directly relates to the core message. It should be clear, concise, and free of jargon, giving readers an instant understanding of the press release's purpose. Remember, journalists sift through dozens of press releases daily, so a standout headline is your best bet for getting noticed.

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Peter Delevett
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Assume nobody will read past the second paragraph. A subhead (below the headline) is your friend. Get your best quote out there early (2nd or, at latest, 3rd graf). Minimize jargon. The first paragraph should be readable by an actual human being! Think about the one thing you want people to take away from the release - the most important point you want to make or the one headline you'd like to read. Releases that consist of "parade o' quotes" may be necessary if you've got a lot of stakeholders to keep happy, but they're rarely value-added for the reader. Push them down below the meat of your announcement. IMPORTANT: Be sure the release is on your website! (eg your blog or News page.) I'm always amazed by how many people don't do that.

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Gaby Ortiz

Lic. en Comunicación Social
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Un título real de lo que se quiere comunicar. Aquellos que por ser "gancho" son engañosos, decepcionan al lector y desprestigian al medio

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2 Missing Subheads

Subheads are often neglected, but they play a vital role in guiding readers through your press release. They break up text into digestible sections, making it easier to scan for key information. A well-crafted subhead can provide additional context or highlight critical points, enticing readers to delve deeper into your content. Without them, you risk losing the reader's interest in walls of text.

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Gaby Ortiz

Lic. en Comunicación Social
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En tiempos de brevedad, ser precisos al informar y generar interés para buscar más información linkeando en nuestro medio. Se pueden ir generando varios perfiles de una noticia. Al mejor estilo de capítulos de una serie, invitar a "bucear" dentro de nuestra página

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3 Weak Lead

The lead paragraph should answer the who, what, when, where, why, and how (5Ws and H) of your story. A weak lead buries important details or fails to convey the news's significance, leading to confusion or disinterest. This paragraph sets the tone for the entire release, so it's essential to make it informative and engaging. Ensure it encapsulates the essence of your announcement and compels the reader to continue.

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Gaby Ortiz

Lic. en Comunicación Social
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La precisión de la información no sólo que responda a las 5W, sino que además puedan generarse informaciones complementarias que colaboren a ampliar el conocimiento de los lectores, televidentes u oyentes, y de los propios periodistas.

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4 Dense Jargon

While industry-specific terms can be important, overusing jargon can alienate readers who may not be familiar with the terminology. Your press release should be accessible to a broad audience, including journalists who may not specialize in your field. Use clear, simple language to explain complex ideas, and avoid acronyms unless they are well-known or previously defined in the text.

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5 Buried Quotes

Quotes add a human element to your press release, but if they're buried deep in the text, they may be overlooked. Place impactful quotes from key stakeholders early on to reinforce your message and provide a personal perspective on the news. Ensure that quotes add value and insight rather than simply restating information already provided.

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6 No Call to Action

A common oversight is failing to include a clear call to action (CTA). After presenting your news, guide readers on what to do next, whether it's visiting a website, attending an event, or contacting a representative for more information. A strong CTA is direct and easy to follow, ensuring that interested parties know how to engage with your announcement further.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Will Harper

Digital media strategy, crisis communications, media relations
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This isn't a point about the structure of press releases themselves, but rather about managing organizational expectations around press releases. I find that our staff often think of press releases as an end product. They're not (most of the time). They're an important beginning; an invitation to the media to cover your announcement. So I will tell staff to think of a press release as a party invitation. Headline = theme of our party Lede = why you should come to our party Body = interesting details about our party

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What are common pitfalls in press release structure to avoid?

1

2

3

4

5

6

7

1 Overlooked Headline

2 Missing Subheads

3 Weak Lead

4 Dense Jargon

5 Buried Quotes

6 No Call to Action

7 Here’s what else to consider

Business Communications

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What are common pitfalls in press release structure to avoid?

1

2

3

4

5

6

7

1 Overlooked Headline

2 Missing Subheads

3 Weak Lead

4 Dense Jargon

5 Buried Quotes

6 No Call to Action

7 Here’s what else to consider

Business Communications

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