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Not all press releases are created equally. But if you have these 6 elements in your press release then you’re off to a good start:
1. The Lead
It’s really important that the lead sentence/paragraph stand out so you can hook readers in.
2. Benefit Statement
The benefit statement is another chance to connect with your reader. Why does your message matter to them? How does your news benefit your organization’s publics? If you have the answer, write it down.
3. Info/Call-to-action Statement
As for providing further information to your readers regarding your news, or providing a call-to-action statement, here is the place to put it in your press release. What other important information do you want your reader to know? Consider what it is that you want your organization’s publics to do.
4. Secondary Details
Secondary details aren’t imperative to your press release and instead make your news story more robust. Relevance is key, so don’t get carried away!
5. The Background
Adding background to your news story brings it full circle. Here is a great place to add perspectives via quotes from relevant persons inside or outside of your organization.
6. The Organizational ID
Lastly, your organizational ID (otherwise known as a boilerplate) will end your press release and leave your reader with a snapshot of who your organization is.
These 6 elements are typically written in the order shown, but sometimes established organizations have their own style of reporting. It also matters what kind of content is being covered. For example, look at this press release from the Rochester Institute of Technology (RIT):
In its press release, RIT begins with a lead statement, then seems to enter the background statement. The benefit statement is written next, and the info/action statement as well as the boilerplate follow. This order of writing is fine for internal usage but may need to be amended if being sent externally.
For contrast, let’s consider what an eatery’s press release looks like:
In all honesty I’d read any news from Krispy Kreme. But there are clear differences between its press release and that of RIT’s. The subhead is its own little info/call-to-action statement. Then there’s an ‘important’ quote in front of the lead, which keeps things light and builds excitement for the real announcement. Next comes the background statement, then the benefit statement, secondary details, another call-to-action, and finally the boilerplate. This press release was shaped for consumers, as many new product announcements are, but there isn’t much body to the news. Unlike in RIT’s press release, there isn’t a discussion of the organization/product history (until the boilerplate) or other events coinciding with the product’s release.
A new book, coffee-flavored donuts and a cup of donut-flavored coffee —sounds like a great time doesn’t it? Nothing is missing except a look at more internally-focused press release, courtesy of Cracker Barrel:
This press release was made for investors of the down-home-dinner company. The lead is short and to the point. It’s followed by a benefit statement, background information, an info/action statement and finally a boilerplate. This is an excellent example of an internal press release that states facts and futures, in addition to using quotes from management to give perspective on the data.
By comparing these press releases, we can begin to understand that purpose is key when constructing a press release. Sometimes it’s even more important than the individual 6 elements themselves. Personally I would start writing a press release with all 6 elements and then I would judge whether the release needs to be adjusted. In the case that it does not need to be adjusted internally, you will have at least produced a well-rounded press release for an external user to work with.
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