OFF-MUTE 🔈
🤔 Should you write a press release or blog post for an upcoming announcement?
📰 Press releases have good visibility with the investor community and are written more like straight news stories.
🔎 And they’re good for SEO.
📝 Blog posts are typically shorter (400-800 words) and have more flexibility in format and tone.
📣 For example, if you’re announcing a new CMO, stick to the facts in a press release but use the blog post to go deeper into the person’s backstory.
🔒 Public companies are locked into issuing press releases but private companies have more freedom to choose the right announcement strategy.
💬 We believe hearing company updates straight from the CEO or top business leader on social media or other channels is more personal (and engaging) than a press release. Always.
🛠️ But they can be an excellent communication tool if/when you have big news the media will care about and/or the topic fits into a broader industry trend.
👩🔬 For your next press release, follow our CEO Beth Monaghan’s formula:
THE FORMAT 👀
☑️ Inductive, not deductive reasoning. Begin with the most important information and work your way out to the least. This is also known as the inverted pyramid of news writing. Why? We assume we’ve lost your short attention span before you get to the end.
THE COMPONENTS 🔡
☑️ Headline: This answers the question: Why should someone read this? It should communicate the core message of the release in as few words as possible. No flourish. No adverbs. No jargon. Only facts.
☑️ Subhead: This provides a bit more information: context to the headline, but it is not always required. Again, stick to facts only.
☑️ Lead paragraph: Answers the 5Ws: Who, what, when, where and why. Clear language.
☑️ Second paragraph: A little more information about what’s contained in the first paragraph.
☑️ Quote: This adds insight and leans on the spokesperson’s expertise. This is the one place where you get to leave the realm of facts and add a little color. But make it interesting! What does this person know that others should? Avoid the “I’m excited” quote. It says nothing. We hope you’re excited…you’re putting out a press release. 😂
☑️ Additional paragraphs: These are reserved for information such as product details, a person’s biography, event logistics, etc.
☑️ Boilerplate: The “About Us” statement with a link to the organization’s website. Explain who you are and what you do in a concise way. Less is always more.
THE FINAL CHECKLIST 📝
☑️ Proof it. We recommend reading it out loud to someone else, including the punctuation.
☑️ Double-check approvals on quotes and third parties mentioned in the copy.
☑️ Make sure you’re using AP style.
☑️ Check links to additional resources (videos, photos, graphics). TEST them.
☑️ Choose and mark an embargo date, if you’re using one. Be exact. For example, if you’re using midnight, go with 12:01 am for clarity.