The Tool Shed Blog

How to Write an Engaging Press Release

Writing a press release can be a daunting task, especially when it comes to grabbing the attention of the media. But with a little strategy and creativity, you can create a press release that not only gets noticed, but also helps to generate buzz for your brand

The Purpose of Press Releases

First, it's important to understand the purpose of a press release. A press release is a written statement that provides information about a newsworthy event or development related to your company. It should be written in a clear and concise manner as the aim is to improve online visibility.

When crafting your press release, it's crucial to keep your audience in mind. Think about what reporters and journalists are looking for, and focus on providing them with the information they need to create a compelling story about your company. Some key things to include are:

  • A compelling headline that captures the essence of your news
  • A clear and concise summary of your news, including all the relevant details
  • A quote from a key company spokesperson, providing context and insight into your news
  • A list of key points or bullet points, highlighting the most important aspects of your news

Writing A Press Release

Are you feeling overwhelmed by the thought of writing a press release? Don't worry, you're not alone. It can be intimidating to stare at a blank page with no idea of where to begin.

But before we dive into the nitty gritty of press release writing, I want to clarify something: a press release does not guarantee media coverage. While it can certainly increase the chances of getting media attention, it should not be the only aspect of your overall PR strategy.

So, where do you start? Here are a few tips to help you get started on crafting a compelling press release:

1. Decide On The Press Release Format

Before you start typing, it's important to have a plan in place. Not only will this help you avoid the "failure to plan is a plan to fail" trap, but it will also ensure that your press release is organized and easy to understand.

One popular method for organizing a press release is known as "The Inverted Pyramid." This structure starts with the most important information at the top, followed by supporting details and background information. This allows readers to quickly get the key points of your press release, even if they don't have time to read the whole thing.

Here are some steps to follow when using The Inverted Pyramid method to write a press release:

  • Start with a catchy headline that summarizes the key points of your press release.
  • In the first paragraph, include the who, what, when, where, and why of your story. This should be the most important information that you want readers to know.
  • In the next few paragraphs, provide supporting details and background information that help to explain your story.
  • End with a quote from a company spokesperson or industry expert, as well as any relevant contact information.
  • Keep it short and sweet. Press releases should be no longer than one page, and should be easy for a busy journalist to quickly scan and understand.

2. The Importance of Proofreading Your Press Release

When it comes to writing a press release, one thing is non-negotiable: spelling and grammar must be perfect. Nothing is more off-putting to a reader than seeing mistakes in a text, and once a mistake is spotted, it's hard to regain their attention.

To avoid this problem, make sure to carefully proofread your press release. Read it over several times, and if you're not sure about the meaning of a word, look it up. It's also a good idea to keep your paragraphs short and easy to scan, as this will make it easier for busy journalists to review your press release quickly.

If you're writing in a foreign language, or for foreign journalists, it's especially important to take your time and make sure that you understand the nuances of the language. If possible, have someone else proofread your press release as well to catch any mistakes you may have missed.

In short, don't rush when it comes to proofreading your press release. Take your time, and make sure that your spelling and grammar are flawless. This will help to ensure that your press release is taken seriously, and will improve the chances of getting media coverage.

3. Crafting a Compelling Press Release Title

A great press release can be made or broken by its title. This is the first thing that journalists will see, and it needs to grab their attention. A compelling title should be:

  • Short and sweet
  • Concise
  • Friendly with search engines
  • Not too much text, but include enough information
  • Include images

According to CopyBlogger, eight out of ten people will read a headline, but only two out of ten will read the rest. This means that you need to put some thought into your press release title and make it as compelling as possible.

But how do you know if your title is effective? The best way is to test it out and see how it performs. You can try different versions of the title and see which one gets the most attention. This will help you refine your title and make it as effective as possible.

4. Making a Press Release Part of Your Strategy

A press release can be a useful tool for getting media coverage, but it's important not to rely on it as your only strategy. For example, I could use my press release to talk about how great my company is, how amazing my product is, how long it took my company to make it, and the INSANE amount of money we invested. That's all cool and dandy but why would my audiences care about that?

If you're talking about your company and how great your product is, you need to consider why your audience would care about that. What does it have to do with them? How can it make their lives easier or better? And why is it relevant to them?

By focusing on what's in it for your audience, you'll be more likely to create a press release that resonates with them and gets their attention. This will help you get better results and make your press release more effective.

Here are some tips for making your press release part of a broader strategy:

  • Focus on the needs of your audience
  • Think about how your press release can make an impact
  • Ask yourself why your press release is relevant
  • Avoid talking about your company or product without explaining how it benefits your audience

Pro Tip:

Remember, a press release is just one part of your overall strategy, so make sure you have other tactics in place to support your goals.

5. Including Key Messages in Your Press Release

It's important to include key messages in your press release. This will help journalists understand the main points of your story and make it easier for them to cover. It will also ensure that your key messages are included in any media coverage, even if space is limited.

Here are some tips for including key messages in your press release:

  • Keep it brief: You don't want to overload your press release with information, so make sure your key messages are short and to the point.
  • Be clear: Your key messages should be easy to understand and clearly communicate the most important aspects of your story.
  • Be relevant: Make sure your key messages are relevant to your audience and address their needs or interests.
  • Be consistent: Your key messages should be consistent with your overall messaging and branding.

6. Using Storytelling in Your Press Release

In today's world, people are more likely to engage with stories that touch their emotions. This is true for press releases as well. By using storytelling in your press release, you can make it more engaging and interesting for journalists and readers.

According to CopyBlogger, "every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on, all the way down to your call to action. So it’s fairly obvious that if people stop at the headline, you’re already dead in the water."

Here are some tips for using storytelling in your press release:

  • Use customer testimonials to bring a human touch to your story. This can help make your press release more relatable and help journalists see the real-life impact of what you're promoting.
  • Keep your press release engaging and interesting from start to finish.
  • Use compelling language to draw readers in and keep their attention.
  • Use images and other visual elements to support your story and make it more engaging.

7. Think Outside The Box

While a traditional written press release can be effective, there's no reason not to experiment with other formats.

You can try distributing your press release through non-traditional channels, such as video or outdoor projectors at industry events. In addition, consider using visuals, such as images or infographics, to make your press release more engaging. This can help you reach a wider audience.

However, it's important to think about how journalists will be able to engage with your story and consider it relevant. Remember, most journalists have busy, fast-paced lives, so you need to make it easy for them to access and understand your press release.

Remember, the goal is to get journalists interested in your story, so make sure you think outside the box and try new approaches.

8. Make Your Press Release Search Engine-Friendly

In the past, press releases were often delivered in person on a sheet of paper. Today, most press releases are sent via email. This makes it easier to reach a wider audience, but it also means that you need to make sure your press release is search engine-friendly.

One way to do this is to conduct keyword research and include keywords in your press release. This will help improve your chances of getting featured in traditional media and online, such as on social media channels or online newspapers.

Another tip is to include links to your main communication channels, such as your website or social media profiles. This will make it easy for journalists to get more information about your organization and your services or products.

9. Sharing Your Contact Information in Your Press Release

One common mistake that event organizers make is forgetting to include their contact information in their press release. This is important because it allows journalists to get in touch with you and follow up on your event, product release, or conference.

Imagine a journalist who is interested in making a special coverage of your product, but you didn't include your contact information in your press release. They may be able to look you up, but they may not have the time to do so. This is why it's important to make things as easy as possible for the media to cover your story.

Here are some tips for sharing your contact information in your press release:

  • Include your contact information at the top of your press release
  • Make sure your contact information is easy to find and access
  • Include multiple ways to contact you, such as email, phone, and social media
  • Consider providing a media kit with additional information and resources for journalists

By following these nine tips, you can create a compelling and effective press release that will help you get media coverage for your event, product release, or conference.

Examples of Successful Press Releases

To see what a successful press release looks like, you can check out the examples below. These companies used public relations as part of their marketing strategy and achieved great results. Take a look and see what you can learn from their approach.


A press release is an effective way to market your upcoming event. By creating a compelling and informative press release, you can increase the chances of your event gaining media coverage, which will help you reach a wider audience and increase attendance.

Heinz grabbed the attention of the public with its search for a "Head Burger Artist." This contest offered anyone the chance to win $25,000 and free travel to taste-test burgers, and free condiments for life.

The press release's title is eye-catching and the press release itself holds the reader's interest. It's a great example of how to use an event press release to promote a newsworthy story in a fun and engaging way.

Here are some key takeaways from Heinz's event press release:

  • Use a catchy title that piques the reader's interest.
  • Hold the reader's interest with a well-written press release that tells a compelling story.
  • Promote your event in a fun and engaging way that gets people excited and involved.
  • Include all the important details, such as the date, location, and prizes.
  • Use images and other visual elements to make the press release more engaging.
  • Provide contact information for journalists to follow up on the press release.

Fidelis Care

Fidelis Care's event and charity press release is an excellent example of how to provide key information to journalists in a way that is easy to scan. The newsworthy angle of the press release is highlighted in the first sentence, making it more likely to be picked up by the media. Overall, this press release follows best practices for press releases by being brief yet substantial.


With a well-written press release, you can generate valuable press coverage for your brand and increase your company's visibility in the media. So take the time to craft a compelling press release, and watch as your brand gets the attention it deserves.

Let Us Do The Heavy Lifting

The tips above are just a mere introduction to all the things you can do regarding writing the perfect press release.

If you're unsure of where to start, or don't have the time to write a press release yourself, consider reaching out to our PR professionals at gardenpatch to help you craft a compelling and effective press release. By investing in a well-written press release, you can increase the chances of getting media coverage for your event, product, or service. Let’s talk!

Subscribe by email