How to Write a Press Release That Really Captures Media Attention
At the agency, we understand the value of a press release, a tool that allows journalists to find all the information shared in one place!
The most important thing? Having a compelling and relevant news story to share with the journalists. Writing a press release is not just about conveying information. It's about identifying the key elements that will capture media attention to create great stories that amplify our clients' visibility in the press.
To achieve this, you need to master certain writing codes, structure the content, and inject just the right amount of "WOW" to captivate journalists.
The 6 Key Elements of an Effective Press Release
1. Identify the Right News to Share
Before you start writing, you need to identify: What is the news you want to share, and does it deserve media attention? Is it a new product launch, an artist releasing a new song, a new festival, or a significant acquisition? Is the news relevant to the media? Does it have a clear angle and strategic timing? It's important to validate that the news has media potential; otherwise, it risks being forgotten, and sending your press release will be a wasted effort.
2. Write a Compelling Headline
The headline is the first thing a journalist will see before opening your press release. It must capture their imagination. A good headline is:
Clear and precise: it reveals the essentials without exaggeration
Impactful: avoid unnecessary words
Adapted to the target audience: speak their language
3. The Lead: Get Straight to the Point
The lead is the heart of the press release. It provides key information quickly, clearly, and smoothly. It's the paragraph journalists will usually read in full. It must answer the questions: Who? What? When? Where? Why?
4. Develop with Structure and Context
After the lead comes the body of the press release. This is where you enrich the story, provide context, and illustrate your news.
A good body contains:
Clear context: why is this news important?
Key employees quotes: they add depth to the text and are often quoted verbatim
Concrete figures: to support the project's credibility
Logical progression: each paragraph should build on the previous one
Quotes should reflect the vision, emotion, or objectives behind the news. They should not simply repeat what has already been said.
5. Avoid Overly Promotional Language
A press release is a journalistic information tool and differs from a newsletter or advertising copy.
Avoid:
Superlatives (the best, the most incredible)
Empty phrases
Overly enthusiastic adjectives
Instead, focus on:
Measurable facts: figures, dates, concrete results
Clear intentions
A neutral and professional tone, but never cold
6. Add Essential Practical Information
At the end of the press release, include essential elements:
A short description of the brand or company (the classic "about" section)
Media contact details
A link to a press kit (HD photos, logos, additional documents)
Links to the website or relevant social platforms
The "-30-" at the end of the press release
Plan a well-organized Dropbox or Google Drive press kit link with visuals! It's a big plus for busy journalists.
Presentation Matters as Much as Content
A press release can contain the best news in the world… if it's hard to read, it won't be read. The format plays a crucial role in the message's effectiveness.
Here are essentials for a professional presentation:
Use a readable and clean font (Arial, Calibri, Times)
Space paragraphs to facilitate reading
Structure with subheadings if the text is long
Embed the text directly in the email, not just as an attachment
Add a visual touch consistent with the brand (logo, banner, professional colors)
At Thara Communications, we often talk about the importance of first impressions – and it starts with the layout.
Distribution and Follow-Up: Two Steps Never to Neglect
You've written an excellent press release? Let's make sure it's seen and read!
Here are best practices:
Target the right journalists according to their specialty
Send in the morning, between Tuesday and Thursday ideally
Personalize the email introduction: a human and direct message
Plan a strategic follow-up 24 to 48 hours later with a simple phrase: "I'm following up regarding the press release sent earlier this week about..."
This attention will significantly increase the chances of media coverage.
Writing an Effective Press Release Means Combining Rigor, Clarity, Structure… and Storytelling
A Good Press Release Features:
A well-identified news story
A fluid structure
A credible and professional tone
A polished presentation
Strategic distribution
At Thara Communications, we believe a well-thought-out press release can become a true showcase for your project. It sets the tone, attracts the right attention, and leaves a lasting impression.
And remember: behind every press release, there is an intention. Give it a voice, structure, and clarity. The media will notice, and if not, we're here to help!
