Master five basic principles to help you write an eye-catching press release

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✍️ The author of this article is Vista Cheng, originally published in “Economic Daily”.

Writing press releases is an important tool for companies to communicate with the public through the media, and it can also let the outside world understand the company’s latest developments, product launches or other important news. A powerful press release can not only attract the attention of the outside world, but also enhance the visibility and credibility of a company or institution.

In this era of all-person marketing, even if you are not engaged in related work, if you can understand the principles of media public relations or even write a press release, it will not only have an additional advantage, but also help the company gain points.

If you want to write a good press release, you must first master the “5W1H” principle, that is, let readers know: Which unit issued this press release? When is something going to happen? Why should I explain it to everyone? What is the reason you want to say? Where does it happen? How to participate in the event or purchase goods?

Press releases usually use an “inverted pyramid narrative structure”, that is, the most important information is written first, and only one fact is written in one paragraph; it mainly states the facts, but does not express opinions.

To put it simply, the biggest difference between “[Inverted Pyramid Narrative Structure](https://zh.wikipedia.org/zh-tw/Inverted Pyramid Structure)” and the traditional “Starting, Carrying, Turning and Combination” [writing method] (https://www.vistacheng.com/2023/07/how-to-strengthen-your-content-strategy.html) is that the most important information is written first, and then each fact is written down in order of importance.

In other words, when writing a press release, you should use concise words to highlight the most important information at the beginning, briefly and concisely list the content or information that readers need to know, and remember to include a call to action (Call to Action) at the end. Of course, don’t forget to include the introduction and contact window of the company or organization at the end of the article to facilitate subsequent inquiries and contact.

Overall, a press release usually has the following seven elements:

1. Main title: Attract readers’ attention through a simple and clear title.
2. Subtitle: Provide more background or relevant information to tell readers why they need to pay attention.
3. Date and location: The date and location of the press release.
4. Text: The main content of the press release, including important information, background and data, etc.
5. Quotations: Quoting conversations from corporate executives or relevant people to increase trust and authority.
6. Company profile: Introduce the development history, milestones, vision, mission and other important information of the company and organization.
7. Contact information: Provide reporters with ways to contact the company, such as phone numbers or email addresses.

In order to communicate smoothly with the media, there are five basic principles that must be mastered when writing a press release:

1. Clarity: The information in the press release must be clear and easy to understand, avoiding the use of too many technical terms.
2. Brevity: Press releases should be concise and to the point, usually no longer than one page.
3. It must be attractive: If you want to make your press release attractive, you can make good use of lively and vivid language and provide interesting facts or figures.
4. Timeliness: Press releases should reflect current events or trends to remain relevant.
5. Objectivity: Avoid overly promotional language and provide verifiable facts.

How to write a press release? I feel like I can get to the point with just one stroke of writing. What are the benefits and value that can be brought to readers by thinking about it? You can provide different content or entry points for individual media, but also remember that the purpose of publishing a press release is to convey useful information, not just to promote promotions. Be careful not to promote yourself too much, lest you end up wasting your time.

As for how to effectively interact with the media, I suggest that you do your homework first, understand the attributes and needs of different media, master the information of reporters in relevant industry lines, and treat media reporters with empathy and fairness.

Since each company and its products are often unique, press releases need to be stated on a case-by-case basis and include complete company information and contacts.

In other words, when writing a press release, you should consider the needs of the company’s target audience and the media to ensure that relevant information is effectively conveyed.

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Further reading

• Make good use of punctuation marks to strengthen sales promotion
• Tell brand stories and build relationships with customers
• Improve your press release writing skills: Master six keys to effectively communicate your message to the outside world

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