Writing a press release might be the second most boring work in the world (next to watching the 4th edition of Terminator). Here is how to neatly structure all information to create a simple press or media release structure that is reader friendly and easy to follow.
Press releases make for good content marketing, and so every organization wants to rush into distributing one. But a badly written press release brings about a downpour of news, facts, dates, figures, claims and statements.
Let’s read one such sample:
- NAIL Group Company, SmartPower, the leading power equipment supplier in the world, has successfully completed the installation of a super-voltage, offshore power plant for the ElectricSmile project, a 1,000 MW (500 turbines of 2 MW) Greenland offshore power generating geography located 20 kms from the sea, and which will supply 100,000 households with green energy. The power units were successfully hauled onto the plant area in Dobohahn, Dejavu on Monday, April 1. The installation was trouble free, and the power unit will now be made operational on location, which is due to happen in early May.
Bewildering? The ‘Filboid Studge’ of writing.
Here is a simple press release structure that can make them palatable.
A simple press release format
If joining together facts makes you dizzy, get down to giving them a structure. The pyramid below shows how to neatly divide and order information to create a reader-friendly press release. It will also make the writer’s work lighter.
- Start with the main newsworthy statement the media release is about. Don’t forget to add why it is important – for customers, the company or the industry and the world at large. That’s the reason to read further.
- Next comes the background or context. Tell the reader what’s happening in the space where the subject of the press release is located. A market segment, product line, customer needs…
- The third part is where you can write everything about the subject of the press release – the main chunk of information you want conveyed.
- Next add any other interesting bits and pieces of information related to the subject. This is optional.
- Add the mandatory quote or two.
- Wind up with references to related and ongoing work, active plans or past work done.
You can play around with this structure. For example, put the quote in the second para. Facts and figures can be evenly distributed across this structure, which makes it easier to scan and locate them.
The following example of a press release shows roughly the above format.
There are really no set writing styles or rigid principles on how to do a news release right. Some companies prefer a minimalist 3-para structure, while others go for an elaborate and lengthy treatment when the subject calls for it. The six stage pyramid is one way to resolve the perennial problem of how to write a press release.