Is the press release (PR) still relevant in 2023? According to Cision's 2023 State of the Media in France whitepaper, yes, without a doubt! Journalists indeed rank it as the top content type they want to receive from communicators, with 83%, and even 82% consider it one of their most useful sources of information.
However, information professionals also declare that fewer than 50% of the PRs they receive are relevant, a staggering 93%.
To attract media interest, PRs must not only be sent to the right people but must also be crafted appropriately: from the very first lines, every sentence should be tailored to capture the interest of journalists.
In this article, we share tried and tested best practices from industry experts for crafting press releases that won't go unnoticed.
However, information professionals also declare that fewer than 50% of the PRs they receive are relevant, a staggering 93%.
To attract media interest, PRs must not only be sent to the right people but must also be crafted appropriately: from the very first lines, every sentence should be tailored to capture the interest of journalists.
In this article, we share tried and tested best practices from industry experts for crafting press releases that won't go unnoticed.
Choosing a Catchy Headline
The headline of the press release is obviously the first thing journalists will read. It should be clear and to the point. "The journalist should grasp the purpose of the release in five seconds," explained Elodie Laloum, director of the PR agency Melodik in an article on the role of PRs.
Among the best practices to follow are highlighting key information, choosing strong and evocative words, and selecting impactful numerical data when relevant. Additionally, it's advisable to avoid overly 'marketing' titles: according to the Cision study, 74% of journalists are annoyed by promotional content.
An example of a successful PR title? That of the Staedtler brand, which we highlighted as the PR of the month last July: "SUBJECT BACK TO SCHOOL / UPCYCLING / STATIONERY: STAEDTLER, the leading stationery brand, upcycles its iconic pencils." Simple, effective, and on-trend.
Among the best practices to follow are highlighting key information, choosing strong and evocative words, and selecting impactful numerical data when relevant. Additionally, it's advisable to avoid overly 'marketing' titles: according to the Cision study, 74% of journalists are annoyed by promotional content.
An example of a successful PR title? That of the Staedtler brand, which we highlighted as the PR of the month last July: "SUBJECT BACK TO SCHOOL / UPCYCLING / STATIONERY: STAEDTLER, the leading stationery brand, upcycles its iconic pencils." Simple, effective, and on-trend.
Opting for a Clear Structure
Journalists should be able to find all the information they need in a PR at a glance (or almost). To achieve this, the content should be divided into clear sections with appropriate subheadings.
The classic writing technique is the inverted pyramid: presenting essential information succinctly first, then elaborating further in the text. This way, journalists don't have to read the entire PR to determine if the subject interests them.
In our article dedicated to journalist advice for PR professionals, Florence Pagneux, a journalist at La Croix, emphasized the importance of the first paragraph of a PR: "Everything must be summarized there, a bit like a news flash. It must contextualize and illuminate the subject. That's how I decide whether to continue reading or delete it." Similarly, it's generally pertinent to conclude a PR with a summary that recaps the main information and provides a clear conclusion.
Being Both Precise and Concise
A good press release must answer the famous '5 Ws': Who, What, When, Where, Why. This golden rule helps clarify the context and deliver all essential information.
The PR should also avoid overly technical terms or specialized jargon. Acronyms or distinctive terms should be explained. Moreover, it's recommended to include key figures to provide concrete elements to journalists, as well as quotes and testimonials to humanize the release.
However, be careful not to engage in unnecessary discourse. As Elodie Laloum explained so well in the previously mentioned article, "a press release is one piece of information, not a newsletter!" According to her, a PR should fit on a maximum of 1.5 pages.
Leveraging Storytelling
Creating a narrative generates emotion, enhances memorization, and triggers engagement in public relations. This is advocated by author Beris Artan Özoran in his book Digital Storytelling and Public Relations: An Analysis Through Case Studies.
Indeed, integrating storytelling into PRs is a proven method. One notable example is the Michel et Augustin brand, the famous 'troublemakers of taste,' which excels in this regard.
In this press release, they announce the release of a book about cookies: "At Michel et Augustin, cookies are our GREAT passion. We've been making them for 10 years! By imagining new flavors, shapes, and textures for the cookies you find on your shelves, we've become real cookie-creators ;) The result? We decided to write a BRAND new book." A discourse fitting their image: warm, passionate, and creative.
Relying on Multimedia Content
According to Liana Technologies' study, "Effective PR with Press Releases," 72% of journalists consider the visual appeal of a press release important.
Using multimedia content to enrich a press release is therefore essential. Including quality images, videos, or infographics helps attract attention and provide additional content to enrich potential journalistic articles.
A concrete example to inspire: the very successful visual of this press release from the Paris Book Fair highlighted in our PR of the month in April 2023.
Not Forgetting the 'About' Section and Contact Information
Finally, every press release must include a brief presentation of its sender (company, institution, public figure...) and contact information for inquiries. Phone, email, social media...: it's advisable to include all relevant channels.
The goal is simple: facilitate exchanges with journalists who wish to obtain more information, thus maximizing the chances of the subject being widely covered!
Ingrid de Chevigny
