A well-crafted press release can help your business or organisation grab attention, share important news, and build its reputation. However, with so much competition for media coverage, how do you make your press release stand out? This guide will show you how to create a winning press release that gets noticed, using clear and simple steps.

What is a Press Release?

A press release is an official statement shared with the media to announce something newsworthy. It could be a product launch, an event, a business milestone, or a new service. A great press release gets picked up by journalists and reaches your target audience. Your PR agency will be able to assist on creating a press release that is effective.

Step 1: Know Your Audience

Before you start writing, think about who will read your press release. Is it journalists, editors, or the general public? Understanding your audience helps you choose the right words and tone.

For example:

• If you’re targeting tech journalists, focus on technical details.
• For lifestyle publications, highlight how your news impacts daily life.

Research which publications or media outlets are most relevant to your news.

Step 2: Write a Catchy Headline

Your headline is the first thing people see, so make it count. It should grab attention and give a clear idea of what your news is about. Keep it short and to the point—ideally under 10 words. Use action words or numbers to make it stand out.

Example:
✅ “Singapore Start-up Launches AI Tool to Help SMEs Save Time”
❌ “Our Company Has Introduced a New Product in the Market”

Step 3: Start with a Strong Lead Paragraph

The first paragraph is crucial. It should answer the “5 Ws”:

• Who is involved?
• What is happening?
• Where is it happening?
• When is it happening?
• Why does it matter?

Make this paragraph concise and impactful. Most readers won’t read beyond this if they’re not hooked.

Step 4: Focus on Newsworthy Content

Journalists look for stories that matter to their readers. To make your press release newsworthy, consider:

• Is your news timely?
• Does it solve a problem or meet a need?
• Does it connect with current trends?

For example, linking your product to sustainability or Singapore’s Smart Nation initiative can make your press release more relevant.

Step 5: Add Supporting Details

After your lead paragraph, include more details to back up your story. Use:

• Facts and statistics to add credibility.
• Quotes from key people to provide insight or emotion.
• Examples or case studies to make your story relatable.

This is where you can include specifics about your product, event, or milestone.

Step 6: Keep It Professional

 

 

Follow a standard press release format:

1. Headline: Your main title.
2. Subheadline (optional): A short summary of the headline.
3. Body: The main content.
4. Boilerplate: A short paragraph about your company.
5. Contact Information: Name, email, and phone number for follow-ups.

Make sure the press release is one page long—around 300–500 words.

Step 7: Use Clear Language

Avoid using jargon or overly promotional language. Write in a simple, active voice that’s easy to read. For example:

• Instead of saying: “Our state-of-the-art solution is unparalleled,”
  Say: “Our tool helps businesses save time and money.”

Simple language makes your press release more relatable and easier to understand.

Step 8: Include a Call to Action

A call to action (CTA) tells readers what to do next. Whether it’s visiting your website, signing up for an event, or contacting you for more information, make it clear and easy to follow.

Example CTAs:

• “Visit our website at [link] to learn more.”
• “Register for the event by clicking here [link].”

Step 9: Add Visuals

Including images or videos can make your press release more attractive. Photos of your product, event, or team can add a human touch. Infographics or charts work well if your release includes data.

Ensure that your visuals are high quality and relevant. Attach or provide links to downloadable files.

Step 10: Edit and Proofread

Before sending your press release, double-check everything:

• Are there any spelling or grammar mistakes?
• Is the information accurate?
• Does it flow well?

You can use free tools like Grammarly or ask a colleague to review it. A polished press release builds trust and professionalism.

Step 11: Distribute Effectively

The best press release won’t matter if no one sees it. Choose the right channels for distribution:

• Email it directly to journalists or media outlets.
• Use online press release platforms.
• Share it on your website and social media pages.

Timing is also key. Send your press release on weekday mornings for better visibility.

Conclusion

Creating a press release that gets noticed doesn’t have to be complicated. Focus on writing clearly, sharing newsworthy content, and distributing it effectively. By following these steps, you’ll increase your chances of gaining media coverage and reaching your audience.

Start practising today, and you’ll soon master the art of crafting press releases that work! If you need any further assistance, please free to contact us!