How to Write a Winning Press Release for Your Brand

This requires an understanding of all the different bits and pieces of a press release and this complete guide will run down every part you need to know.[6]

Below is a summary of the key elements of the Perfect Press Release by your friends at Article Writing Co.

Step 1: The Letterhead. 

The top section of your press release needs the branding and company information you want readers to have access to. This should include a logo and contact information, for anyone who wants to reach the company with more questions about the story. 

Remember, a benefit of the press release is the increase in interest for your company which improves brand awareness.

Step 2: The Headline.

The average person has an attention span of eight seconds. How do you beat this issue? [7]

The HubSpot Blog’s Hannah Fleishman points out that an eye-catching headline can do wonders for your fortunes with readers – and search engines. Fleishman’s anatomy of a powerful press release headline looks a little something like this:[8]

  • Use of action verbs.
  • Clear and understandable wording.
  • Concise and to the point.

“Company Opens Up New Copper Smelting Plant Servicing Lower Ontario” is a pretty weak headline. However, “New Ontario Copper Smelting Plant Promises To Bring Jobs” is better structured and has a secondary hook to capture the interest of your audience.

Being brief and focused is a recurring theme with the modern take on press releases. This mindset starts with the headline.

Struggling to figure out the best way to extract a powerful headline from your press release content? See how to put this in action with our press release sample and follow our newsletter to stay updated on the latest tips. 

Step 3: Sub-Headline. 

In some cases, shortening your headline to be concise but captivating means that you may have to leave off information you wanted your reader to know right away. The sub-headline, which runs right under your headline, is a chance to convey this information.

The sub-headline should be around two sentences, providing more details about what the body of the press release will contain. However, you still want to abide by the rules of a good headline, like lots of action verbs and being easy to follow.[9]

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