About this lesson
Writing a professional press release is crucial to increasing your chances of standing out among the many press releases that flood journalists and editors each day.
Download this lesson’s related exercise files.Write Like a Pro – Content Suggestions.docx
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Write like a pro - content suggestions
Writing a professional press release, which conveys commitment and seriousness, is crucial to increasing your chances of standing out among the many press releases that flood journalists and editors each day.
When to use
The suggestions below are useful to write an effective press release.
- The Headline: needs to arouse curiosity, be catchy, accurate and short, about 8 words long.
- The Subhead: expands and clarifies the headline whilst arousing curiosity (about 20 words long). Is a spillover of the headline in terms of both content and keywords for SEO purposes.
- The Body: not longer than 2 pages, better if kept to 1 page, 300-600 words long. It is divided into short paragraphs, which are only a couple of sentences long, and should be to the point but not fragmented in nature. Addresses the who, what, when, where, why and how of the press release.
- The Lead Paragraph: gives your news in a nutshell, specifying the who and what of your press release. It should further arouse readers’ curiosity.
- The Main Body: answers all the other questions (when, where, why and how) and contains at least one quote from an authoritative figure in your company that effectively sums up the gist of your press release.
- The Closing Paragraph: sums up the main message of the press release and includes one or more calls to action, with a link to your website.
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