Writing Effective Press Releases: Some Tips

Writing Effective Press Releases: Some Tips


video press release template are a fact of life for any business. They're how you announce new products, partnerships, hires and acquisitions. Press releases are used to drum up media attention and interest in your company. The more effective your press release, the more likely it is that the media will pick up on it. Here are some tips for writing effective press releases:

It's all about me

A press release is information about your company, product, or service that you distribute to the media. It's often used to announce a new product or service, explain why you are doing something special, or introduce someone new on your team.

You may want to write a press release if:

  • Your company has launched a new product/service.

  • You're conducting an event and want the media to cover it (e.g., trade show).

  • You are releasing an updated version of an existing product/service and need coverage for it in the media (e.g., website update).

Who are we?

You should probably begin your press release with a sentence that lets readers know who you are and what your company does. Here is an example:

"We’re a software development firm that builds innovative solutions for clients around the world. Our mission is to make our customers' digital strategies come alive by crafting high-performance websites, mobile apps, and digital experiences."

  • Your Company: It's important to name your company at the beginning of the press release because many writers will use this information in their headlines. A writer may also refer to it later in a paragraph or two as context for what they are talking about. Having this information right at the top makes it easier for journalists to accurately summarize findings from their research into your organization—and gives them more confidence when sharing that info with readers who might be unfamiliar with either party involved (e.g., "XYZ Software has released [insert new product/feature]"). You can also include things like an official slogan here too!

  • Mission Statement: This should ideally be short but powerful—think less than five sentences total length (including any subheadings). It should express how you plan on changing lives through technology products and services; if there's no clear way for people outside of your company to understand this goal within those few words though then perhaps reword until something makes sense? For instance, maybe instead try these: "We strive every day towards making technology tools available everywhere so everyone has access regardless income level; we create innovative solutions based around user needs rather than just profits." Or perhaps something else entirely?

Get your release out now.

Once you’ve written your release, get it out now. Don’t wait until the last minute. It could be a few days or even a few weeks before the story is published, but editors are busy people and won’t always be able to respond immediately. Get your video press release structure in before the weekend so you can start getting coverage on Monday morning instead of frantically scrambling at 5 p.m., when most outlets close up shop for the week.

If possible, send your release out on Friday so that it will run over the weekend—and if possible still get picked up by news organizations that update their pages only once a day (or less). Send out news releases early in the day so they have plenty of time to get attention from editors during their regular workday hours before they leave for home at night. And remember: don't send it directly to every editor on staff; focus instead on specific writers who cover topics relevant to yours and make sure they receive it directly rather than through an inbox full of random email blasts from PR people who don't know them at all!

Spare us the details

Here are some common mistakes to avoid:

  • Personal details. Don't include your name or other personal information in the release unless you are a public figure or celebrity. The press release is your chance to tell journalists what's going on at your organization, and it should focus on the news event itself, not on you.

  • Opinions and anecdotes. Sensationalism gets more attention than objectivity, but don't let this tempt you into making claims that aren't supported by facts or data (or at least don't make any claims without evidence). Instead of opinions and anecdotes, stick with data-driven analysis of trends—this will show journalists that they can trust what they're reading!

  • Unnecessary information (especially jargon). Journalists get dozens of press releases every day; they don't want to waste their time sifting through paragraphs full of obtuse industry terminology or unnecessary details like "the project was developed using cutting-edge technology." If there's some piece of information that would be useful for journalists covering this story but doesn't add anything significant about the event itself, leave it out! No one cares if your company uses "state-of-the-art" whatever when describing its new product; just say what kind of product it is instead!

  • Jargon isn’t always bad—but if possible use shorter words instead when possible because these days most people prefer text messages over emails because long emails take longer time consume which results less productivity levels especially among younger generation workforce

One is enough

One press release is enough for each story.

One press release for each product that you’re announcing.

One press release per client, if you have more than one client at the same time.

One press release per event, if there are multiple events happening simultaneously across different locations or brands in your organization.

Can you say it in 20 words?

Can you say it in 20 words?

It's hard to write a video news release distribution that's too long. It's easy to write one that's too short, though. You should be able to tell the story of your event or product launch in about 20 words. If you have trouble doing this, then that might be a sign that your press release is missing some important pieces of information—or it could just mean that it needs some more editing!

In order for journalists and bloggers to understand who you are and what you're doing, they need details—and those details will come from the five Ws: who, what, where, when and why/how. Once these questions have been answered (or at least addressed), then it's time for you to think about how all those pieces fit together into an overall narrative arc -- which means story structure is next on our list of tips!

The best press releases are straight to the point and focused on what matters.

As you prepare to write a press release, it's important to keep the reader in mind. The best press releases are straight to the point and focused on what matters. They include only necessary information, and they're free of unnecessary words or phrases.

Here are some tips for writing effective press releases:

  • Don't waste the reader's time with filler words like “the fact that” or “that is why." In fact, most writers should avoid all filler words altogether; if it doesn't add anything meaningful to your sentence, don't use it!

  • If your company has recently merged with another company or started a new project, be careful not to overuse buzzwords like “synergy" and "best practices." You might want your readers to think that you're on top of things by including these terms but they'll probably just see them as filler material in an otherwise bland piece of text.


We hope our tips have helped you write more effective video press release distribution. If you want more information on writing for the web, check out our other blog posts. And if you ever need a hand with anything else, just ask us!

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