Shout it out: The anatomy of the perfect press release
- Lyn Spindley
- Jan 7
- 3 min read
Why press releases are essential for businesses
Press releases are a powerful tool for businesses of all sizes, acting as a bridge between your brand and the media. They offer an opportunity to share important updates, launch new products, or address pressing matters directly with your audience. By crafting a compelling press release, businesses can:
Boost credibility: Position your company as an authoritative voice in your industry.
Generate buzz: Attract media attention, leading to wider exposure.
Maintain control: Shape the narrative around your brand in a concise and professional manner.
REAL WORLD EXAMPLE: CANDLE SHACK
In 2023, Candle Shack, a Scottish candle-making business founded by Duncan and Cheryl MacLean, transformed their side hustle into a £13 million enterprise. Their journey gained significant media attention, with coverage highlighting their growth from a kitchen-based operation to a major player in the candle industry. This exposure not only boosted their brand's visibility but also showcased the effectiveness of strategic communication in business success.
This example demonstrates how strategic communication and media engagement can effectively promote a business, engage a target audience, and enhance a brand's visibility.
The key elements of an effective press release
A professional press release follows a clear structure. Here's what you need to include:
Headline:
Make it snappy and newsworthy.
Lead paragraph:
Answer the “5Ws and 1H” (Who, What, Where, When, Why, and How) succinctly.
Capture attention while delivering the essence of your story.
Body:
Add supporting details, statistics, or quotes.
Keep paragraphs short and factual.
Boilerplate:
Provide a brief company description (e.g., “Treat Marketing is a leading UK-based agency specialising in innovative marketing solutions for businesses of all sizes.”).
Contact information:
Include a name, phone number, and email for journalists to follow up.
Boilerplate: your company’s profile at a glance
The boilerplate is a standardised, concise paragraph at the end of a press release that provides essential information about your company. It’s a way to introduce your organisation to journalists who may be unfamiliar with your brand, reinforcing your credibility and expertise.
What to include in a boilerplate:
Company name and industry: Briefly state who you are and what you do.
Mission or values: Highlight your purpose or what makes your brand unique.
Key achievements or milestones: Include awards, years in operation, or other credentials.
Contact details or website link: Point journalists to where they can find more information.
REAL WORLD EXAMPLES: BOILERPLATES
Right Move
Rightmove.co.uk is the UK's largest property portal, connecting millions of home movers with properties across the nation. In 2023, Rightmove recorded over 218 million visits in January alone, marking its busiest month ever. The platform features a comprehensive and up-to-date property database, with an average of 63 homes per estate agent branch, the highest in the past decade. Rightmove's user-friendly interface and extensive property listings make it the go-to resource for buyers, sellers, and renters in the UK. For more information, visit www.rightmove.co.uk.
Devon Air Ambulance
Devon Air Ambulance is an independent charity dedicated to providing emergency medical services across Devon and surrounding areas. In 2023, the service responded to a record-breaking 2,226 incidents, including 1,040 medical emergencies and 1,176 trauma-related incidents. Operating both helicopters and critical care cars, the charity ensures rapid response times, delivering advanced medical care when it's needed most. For more information or to support our mission, visit www.daat.org.
Including specific statistics in your boilerplate not only provides a snapshot of your organisation's impact but also builds trust with your audience by showcasing tangible achievements.
Tips for drafting your own press release
Start with a strong angle: Identify what makes your story newsworthy.
Keep it concise: Aim for one page or around 300-500 words.
Write in a professional tone: Avoid jargon and fluff.
Add quotes: Include statements from key stakeholders to personalise the release.
Optimise for SEO: Use relevant keywords to improve discoverability.
End with a call to action: Encourage readers to visit your website, contact your team, or attend an event.
Treat Cheat Sheet: your guide to press release success
Steps to create a standout press release:
Craft a compelling headline.
Open with a strong lead paragraph covering the essentials.
Provide supporting details in the body, including quotes.
Add a clear and concise boilerplate.
Include up-to-date contact information for media inquiries.
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