Take all of your information and content, and dump it into a press release skeleton.
- [Instructor] So, you're ready to put together your press release. This is what we're going to be going for, and it's important to see all of the different sections. We'll go through each of these sections so you know the basic ingredients are and where they go. Then, in the other videos, we'll go into more depth. Here is a basic generic outline for a press release that I've created for my clients. Obviously, there will be times when you don't use all of these elements or add in different ones, but this is a nice skeleton to follow that's been effective for me. You'll start with a headline, then subhead, first paragraph, first quote, a trend tie-in, a second quote, call to action, and then, finish with a boilerplate.
Let's start with the headline. We'll use the Landon Hotel as an example. The headline is fairly self-explanatory. New, Chic, Intimate, and Modern Event Space Available Inside San Francisco's Oldest and Most Prestigious Landmark, The Landon Hotel. It should summarize everything clearly, concisely, and in a compelling manner, and this one does. Think big, think headlines. Next, your subhead. Your subhead falls directly below the headline and serves as a secondary header that goes into greater detail.
For example, Newly remodeled conference room available at The Landon Hotel San Francisco for meetings seating 35 and special gatherings standing up to 70 guests, utilizing state of the art equipment. Next, the first paragraph. Introduce your news, it goes right here. Think of it as a who, what, when format, but in paragraph form. Be specific. Notice how short it is, three to five sentences max. Now let's talk about quotes.
In general, and these are just guidelines, not hard and fast rules, there are two quotes. One towards the top and one towards the bottom. The first quote is typically from an important stakeholder in the organization. The president, the founder, the CEO, the principal investigator, or maybe a city council member. You'll want to source this quote from whoever it is driving the vision related to the announcement. Running with the Landon Hotel press release example, here is an example of a stakeholder quote.
"What sets our space apart is our luxury concierge service," said Jonathan Perfington, President and Managing Director of the Landon Hotel. "After spending decades working directly "with event directors, we know how important a meeting space "is to set the right tone for an event. "We created this space to be chic, professional, "and intimate." The second quote comes later in the release. This one is your supportive quote or partner quote. It's from a happy customer or partner who is talking about the success they've had using your product or service, or it's an investor talking about why they chose to give you money.
Ultimately, it's a testimonial to the significance of your announcement. Third-party validation is key for trust. The next portion of the release should discuss why this is important right now. Is it solving something related to a current trend? A current problem in the market? In the world? This is where you can draw on market data, recent studies, and current events to demonstrate why your news is relevant in this moment in time. It's also important to have a call to action. It can be in the middle, but it is often towards the end.
Is there somewhere where people can go to download your product? Is there a demo video that you can link to for them to watch? What's next? Where can they go to learn more or take action? In this case, the call to action is showing where event organizers can go to book the meeting room. If it's a video, let that be known. My recommendation is to include a link to YouTube, Dropbox, or Vimeo. Lastly, your boilerplate, that part at the bottom of the release that says About Company.
This is a paragraph about your company that objectively explains what you do and where people can go to learn more. We also call this your positioning statement, which I teach you about how to write in my other course Content Marketing, Getting Your Content Published. At the end of the boilerplate, include your website, social media handles if you have them, and your contact information. So, there you have it, an outline of a basic press release. Title, subhead, first paragraph, your quotes, trend tie-in, call to action, and boilerplate.
These elements, of course, get customized to your needs, but it's good to have some basic structure to get you started.
- What is a press release?
- Defining your news
- Writing a press release
- Placing press releases on a newswire