How to Write a Press Release

Next, the market segment identifier is used to identify to who your press release will be of interest. This can be in the form of listing a specific market such as “Business/E-Commerce/Fashion” or it can be directed at editors in the form of “Business Editors/High-Tech Writers.” Each method is correct, with one stating a market and the other identifying which editor at a general interest publication the release should be directed to. Generally, only one of the forms is used, however you can mix the approaches as necessary. Although not every PR firm uses an identifier line, we’ve found that it helps identify the relevance of the announcement to the receiving party, and may help it be read/used. It is recommended. Most wire services will use their own market identifiers, such as “Attention Travel Editors” and you can include them for guidance on your target audience, but they will be changed by the specific wire service to their methodology.

Below the “FOR IMMEDIATE RELEASE” and the contact information (if you choose to place contact information at top) you must put your headline information.

This should be one of the two most carefully crafted aspects of your release (along with the first paragraph), and must be both attention getting and describe a genuine newsworthy event. It doesn’t need to be a cure for cancer, but must clearly state what you intend to announce in the body of your release. Did your company merge with another? Did your company launch a new product line? Report record earnings? Spell it out.

It needs to be compelling enough for the editor reading it to not dismiss the entire release and then immediately “round file” it in the trash. The better your headline, the better your chance of an editor reading the rest of your announcement — but, again, it doesn’t have to be ground breaking, merely succinct and spell out clearly what it is you’re announcing. As a rule, your headline should be 30 words or less (or two lines on an 80-character width page). Long headlines may be chopped into a headline plus a sub-headline. Note that some online news outlets that pick up feeds from wire services may not always capture the sub-head, so be certain the sub-head is not critical to your announcement (media receiving your news announcement by e-mail will still see the sub-head).