1. Don’t send a press release unless you have something truly interesting to announce.  Your newsworthy event should be eye-catching, headline-worthy, exciting, curious, click-worthy, and awe-inspiring. It should be newsworthy and of interest to as many as possible. Let the facts speak for themselves.
    
2. Think like a journalist.  Journalists are hungry for a real story. They’re digging through the mundane, trying to satisfy a demanding audience. That takes work. Reporters like to have all of the facts delivered to them. That’s what your press release should do. Get into the head of the journalist. What do they want? What’s going to make their readers happy? How can you provide that in your press release?
    
3. Make the reporter’s job easy. It’s true that an impactful, engaging press release can help your business. Spell things out. Make things easy and clear. Your press release should act as a “story kit” with all the building blocks for a complete story. Include all the facts, stats, quotes, names, times, and dates in your submission. Essentially, you are giving the journalist a readymade, headline-worthy story.
    
4. Let the facts speak for themselves.  Don’t use flowery language. This is not the time for grandiose promotion. Deliver the information and let the facts speak for themselves. It’s the most powerful way to convey your message to a journalist and your readers.
    
5. Spend time on your headline. The best press releases lead with a headline that grabs you by the eyes. If you can’t summarize your story into an interest-inducing headline, chances are you don’t have news.
    
6. Be brief. When you can use ten words instead of 50, try five! We’ll leave it at that.
    
7. Don’t use industry jargon. Strip all industry jargon from your press releases. Explain it like you’re talking to a fifth grader. Even if you’re targeting industry-specific journalists, state your message in short sentences with simple words. Use the Hemingway App^[1] to gauge how easy it is to read your press release and make adjustments as required.
    
8. Submit the press release “under embargo,” and submit it early.  Using “embargoed for” allows you to request a specific time and date for release. Media organizations will usually honor this date. More importantly, submitting early and under embargo helps journalists by giving them extra time to craft a compelling story.
    
9. Don’t rely on journalists alone. Reach out to your audience. Above you’ll find our “Contact List Press Release.” No matter which template you choose, create an additional press release with this template and send it to your email list. Also, post your news on social media. This will allow you to spread your message far and wide.

Share Your Story with West Digital Media Solutions

A well-crafted press release is a powerful tool in your communication arsenal. Now you have six templates and the helpful guidelines to get you moving in the right direction. But how do you ensure that your press releases aren’t falling on deaf ears? Moreover, how do you know if your audience is hearing the right message?