7 Copywriting Tips and Techniques to Help You Write Better Press Releases

Press releases remain a popular, effective piece of content for several reasons. For one, it allows you to provide details about something important people should know about your brand. This may be a new product or service you’re launching, an award you won, or a new executive joining your company.

When written properly, you can explain and highlight the most essential information you want your readers to know. This can help you build credibility, widen your reach, and attract prospective customers.

Today, press releases are also key components of a content marketing strategy. They support your efforts by improving search engine optimization and boosting web traffic.

Whether you have an in-house writing team or rely on freelance copywriting services, you can achieve your marketing targets with well-written, powerful press releases.

How to Write High-Impact Press Releases

Writing a powerful press release requires the right writing and copywriting techniques and tips.

If you want to try writing a press release, keep these helpful copywriting tips and techniques in mind:

1. Choose the right angle.

In a press release, the angle pertains to the hook that presents the main idea and catches the reader’s attention. It’s the key element that makes an article relevant and engaging.

Since you’re writing a press release, it’s important to choose an angle that appeals to journalists, editors, and other members of the press. In addition to catching their attention, it’s also the key element that can encourage them to share your content.

Breaking news, exclusive research, and survey or poll results are some of the attention-grabbing angles you can consider.

If you choose trending news, you can use newsjacking, which involves injecting your brand into the story.

Regardless of which angle you pick, study the news or story thoroughly to ensure you understand it. Also, be careful about incorporating your topic and brand to avoid turning off the readers.

2. Create a compelling headline.

The headline is the first thing journalists, editors, and readers see, so it has to grab attention, state the topic, and encourage them to read the article.

To create a compelling headline, prioritize clarity and impact first. Avoid jargon and technical or complicated language. Also, use action words and focus on the most newsworthy aspect of your story.

For instance, if you’re announcing a new product or service, highlight what makes it unique. If you’re hosting a trade show or conference, emphasize the benefits the attendees can gain.

Try to keep the headline under 10 words since many readers tend to skim this part of the article. Remember to keep it simple but powerful to ensure it gets the attention it deserves.

3. Incorporate power words.

Power words are words or phrases that trigger an emotional response in readers. When you incorporate them into your press release, you can make it more impactful.

Replace common words or terms with ones that evoke excitement or urgency. For instance, you can use "innovative" or "game-changing" instead of "new" to describe your latest offering. 

You can also use words like “exclusive” or “breakthrough” to make the article more exciting and appealing to readers.

However, avoid peppering the article with power words since your article may end up sounding forced or exaggerated. Strike a balance by using these words strategically to ensure they add value.

4. Add your brand personality.

In addition to using power words, incorporate elements of your brand personality in the press release to make it more engaging and less boring.

Go over your brand guidelines or style guide and think about the elements you can add to the article. These can include the specified tone of voice, writing style, logo, and images.

Be careful not to overdo this tip since you don't want the press release to sound too informal. Also, consider your topic and target readers. If you'll achieve your goals by adopting a more formal tone, think about how and where you can best incorporate your branding elements.

Additionally, check if your brand tone and writing style meet the publisher’s guidelines to ensure your press release resonates with their target audience.

5. Incorporate quotes.

Relevant quotes from famous, credible people help make press releases more credible. They support your article and, at the same time, make it more interesting to read.

Choose quotes that add information to your story. Use quotation marks when incorporating them, and make sure you state who stated them.

You can also use quotes from the company owner or executive team. Ensure these quotes give the story additional helpful information and let the readers know the people behind the brand.

Many brands also prepare spokespeople for interviews by investing in media training. This is especially important when executives or senior leaders must speak publicly during major announcements, share good news, or handle crisis situations. 

6. Keep the press release newsworthy.

Journalists and editors are looking for stories that matter to their audience. If it comes across as too salesy, they may ignore it altogether. Because of this, focus on writing a press release that delivers newsworthy information.

You can grab and keep your target audience’s attention by presenting the facts clearly and emphasizing the significance of the announcement. Also, maintain a friendly yet professional tone, avoid exaggerations, and let your achievements or innovations speak for themselves.

Keep in mind that your goal is to share a story that people want to report, not to push a sale.

7. Proofread your article.

Articles with typos and awkward sentences can reduce your credibility and turn off journalists and editors. Because of this, take the time to proofread your article when you’re done writing it.

Additionally, remember that you’re asking someone to report on your news, so you need to present a polished, professional image.

Start by reading the article slowly. Pay close attention to spelling, grammar, and punctuation. Check for consistency in names, dates, and facts to ensure accuracy.

Next, read it aloud to catch clunky phrases or repetitive words that may not be obvious while reading it silently.

If you want to turn in the perfect article, have another person go through it. A fresh reader can spot errors or confusing sections you might have missed.

Keep in mind that even the smallest mistake can make your press release seem rushed or unprofessional. As such, take the time to proofread it to ensure it is written well and ready for publication.  

Today, press releases remain powerful marketing tools. When properly written, they allow you to share your announcement and strengthen your brand's voice.

If you don't have a content team and are not confident about your writing skills, work with a freelance copywriter to ensure you have powerful press releases. With their help, you can have stories that appeal to your target readers.