Get Your Story Heard: How to Craft a Winning Press Release

Again, you want to continue to draw the reader in, so keep the opening paragraph simple, to the point, and compelling.

Body

This is the meat[5] of your announcement, and your chance to elaborate on the who, what, where, and why. Write short paragraphs that give all of the key details pertaining to your announcement, ordered with the most relevant points first. This section should be no more than 3-4 paragraphs.

Nearly every press release includes a quote from an expert or high-ranking executive within the company in one of the body paragraphs. This is a great way to not only reiterate your main selling points in the voice of your brand, but adds a human touch to your message as well.

Boilerplate

A boilerplate is a standard 3-5 sentence paragraph at the end of the press release that quickly explains who your business is and what it does, so journalists can quickly get up to speed on your brand. A boilerplate usually includes your mission statement, key facts you want to highlight[6]—like your international footprint, awards you’ve won, or the number of customers you serve—and a link to your website. To note that it’s the boilerplate, simply put the name of your company in bold above it.

Here’s a great example of a boilerplate by start-up Shoptiques[7]:

Shoptiques

Shoptiques.com is a first of its kind online marketplace that allows customers to shop unique hand-selected styles from local boutiques around the country. Shoptiques is disrupting the $20 billion online boutique market and eliminating borders for local shopping. Shoptiques.com scours fashion-forward cities to find the most exceptional boutiques to bring online, providing anyone with an internet connection access to unique products. Headquartered in New York City, Shoptiques is funded by Andreessen Horowitz, Greylock Partners, Benchmark Capital, SV Angel, General Catalyst, Charles River Ventures, William Morris Endeavor and Y Combinator. For more information, please visit www.shoptiques.com.

Contact Details

Finally, don’t forget the name and contact details of the best person on your team to discuss any questions related to the release. If you’re a small company, it might be you, or it could be your in-house PR representative, external PR agency, or a colleague who you trust to handle media inquiries. Just remember, this person should be fully prepared (and fully available) to answer any questions[8] on your company’s behalf.

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