Press releases are essential for public information officers (PIOs) to communicate with the media and the public about their agency’s news, updates, or achievements. JGPR issues dozens of news releases per week, and we have a self-directed class on introduction to press release writing, where our members can learn the basics right now for free!
However, not all releases are created equal. Depending on the media outlet you are targeting, you may need to adjust your format, style, tone, and content to suit their preferences and expectations. In this blog post, we will share tips and best practices for writing press releases for different media outlets, such as print, online, broadcast, and social media.
By following these guidelines, you can increase the chances of getting your news noticed, published, and shared by the media and your audience.
- Print media: Print media outlets, such as newspapers and magazines, usually have strict word limits and deadlines for their stories. When writing for print media, you should aim to be concise, clear, and accurate. Use the inverted pyramid structure to put the most essential information at the beginning, followed by supporting details and background information. Avoid jargon, acronyms, and technical terms that may confuse the audience. Provide quotes from credible sources, such as your agency’s spokesperson, experts, or stakeholders, to add credibility and human interest to your news release. Please include your contact information, a boilerplate, and a short paragraph describing your agency and its mission at the end of your press release.
- Online media: Online media outlets like websites and blogs have more flexibility and interactivity than print media. They can accommodate longer and more detailed press releases and multimedia elements, such as photos, videos, audio, and links. When writing for online media, you should optimize your press releases for search engines and social media. Use keywords and phrases that your audience may use to search for your topic. Include links to your agency’s website, social media accounts, and relevant external sources to provide more information and engagement. Include a call to action, such as asking the readers to visit your website, sign up for your newsletter, or follow your social media accounts at the end. Don’t forget images — most online outlets won’t publish a story without photos or some kind of art/imagery.
- Broadcast media: Broadcast media outlets like radio and television rely on audio and visual elements to convey their stories. Therefore, when writing press releases for broadcast media, you should focus on the sound and the sight of your press release. In one or two sentences, use the 5 Ws and 1 H (who, what, when, where, why, and how) to summarize your press release. Use catchy and memorable phrases, slogans, or rhymes to make your press release stand out. Provide sound bites short, b-roll and quotable statements that capture the essence of your press release, to be used by the reporters or anchors. At the end of your press release, provide your contact information and a fact sheet, which is a document that provides additional details and statistics.
- Social media: Social media outlets, such as Facebook, Twitter, and Instagram, are platforms where you can directly interact with your audience and influencers. Therefore, when writing press releases for social media, you should aim to be engaging, conversational, and creative. Use hashtags, mentions, and emojis to increase your visibility and reach. Use short, catchy sentences, questions, or polls to spark interest and curiosity. Use multimedia elements like photos, videos, GIFs, and memes to make your press release fun and viral. Use direct messages, comments, and replies to communicate with your audience and influencers. Include a link to your entire release or website at the end of your social media post.
Press releases are a powerful way to spread the word about your agency’s news, updates, or achievements. However, to make the most of your press releases, you must tailor them to your target media outlet. Following the tips and best practices, we shared in this blog post, you can write effective press releases for different media outlets, such as print, online, broadcast, and social media. Doing so can increase the chances of getting your press release noticed, published, and shared by the media and your audience. We hope you found this blog post helpful and informative. If you have any questions or feedback, please contact us. Thank you for reading, and happy writing!