How to Make a Press Kit and Increase Your Media Coverage

If you’re just starting your PR journey, you are probably brimming with questions. What must every press release contain? How long should a press release be, ideally? For answers to these questions and more, you’ve come to the right place. In the following article, you will find some useful basic guidelines that should help you ace all of your press releases. Length is one of the most common questions and concerns people have when it comes to press releases. That is why we’ve decided to break it down for you and go through some other do’s and don'ts of creating a perfect press release. As you already know, a press release is a short informative news story written by a public relations specialist and designed to arouse the attention of journalists and publications. We already said it should be short, but what exactly does that mean? In general, when writing a press release, you should keep it somewhere between 300 and 400 words and fit it on a single page. It might not sound like much, but it will give you just enough space to include all the critical information while keeping the reader’s attention. According to research, editors and reporters spend from five to ten seconds on average reading a news release before deciding whether to publish or dismiss it. Therefore, you need to make sure to keep your press releases short and sweet.  Press Release Guidelines Before starting to write a press release, there are some questions you should ask yourself.  Does your story include any newsworthy material? Will it be of interest to your target audience? Will the reader actually care about it? It might sound a bit harsh, but the sooner you get to the bottom of these questions, the better the chances of meeting your goals are. Here are a few tips to help you stay on point. Focus on answering the most important questions Your press release needs to be informative but also appealing to the reader. It should be all about answering the who, what, when, where, why, and how questions in a couple of concise paragraphs. Avoid the unnecessary fluff When creating press releases, there’s no need to include every single detail that comes to your mind. It will just divert the attention from what’s really important, and you might overwhelm the reader with unnecessary information.  Create a pyramidal structure An online press release should always start with a hook that will intrigue the audience and make them want to continue reading it. You should start the story with the most important details and make the headline stand out to let the journalist know your press statement is worth reading.  Make sure your grammar is on point Spelling and grammar mistakes are an absolute turn-off when it comes to any official documents. Once you come up with the press release structure and finish your article, make sure to do proofreading and check your piece for any possible mistakes. In case you need help with that, there are some really good grammar checkers around you, and some are even completely free to use. Think of the long-term strategy Every press release you publish might be a groundbreaking step in your business development. It can help you enlarge your media contacts database and get broader media coverage. If you wish to promote your business on social media platforms but don’t know how to do it the right way, you can seek assistance from a press release distribution service.

Press releases used to be sent out exclusively to journalists and editors who would then judge whether the news they contained was important and interesting enough for the readers to be published by their newspaper. Within the past two decades, however, social media platforms have progressed to become a significant part of our lives. They have drastically changed the way people communicate, and they have transformed the press release into one of the most valuable marketing tools companies can use to communicate directly with their target audiences. What Is a Press Release? A press release is a short news article written by a PR professional and made visible to the targeted audience. It is also called a media statement or news release, and its main goal is to catch the attention of journalists and online publications and raise awareness about a specific subject. Nowadays, anyone can easily create, publish, and distribute a press release thanks to a large number of press release distribution companies that have made this service available to an unprecedented number of people.  This is great news for small businesses because there are many benefits of writing press releases your company, too, can take advantage of: Instead of just being used to introduce a new product or a service, press releases can now be employed to enhance your SEO strategy and help your company connect with investors, customers, and (prospective) employees.  An online press release is an excellent form of direct communication with the target audience without any third-party involvement.  And finally, one of the greatest things about online press releases is that they’re easy to access, and they represent a permanent piece of a company’s public record. How To Write a Press Release Before writing a press release, consider a few points.  The most important thing is to determine what it is that you want the press release to accomplish. Is it just a promotion of a new product, or do you maybe wish to add subscribers to the company’s newsletter?  You should also ensure to answer the 5W1H questions: who, what, when, where, why, and how. Once you have all that information sorted out, you can start writing your press release. The main elements of a press release are: Contact information. The standard press release should begin with the name, phone number, and e-mail address of the person who wrote the release. The headline. Probably the most important part of a press release. This is where you grab your readers’ attention, and you need to make sure it’s newsworthy and intriguing. Brief summary. This should be a short, one-line summary of the press release. And like the headline, it should be catchy and motivational. The body. The first paragraph of the body should contain the location and the date stamp. The rest of it should answer all the questions a reader might have about the product or service you are presenting. Call to action. A press release template usually ends with a call to action, an invitation for the reader to participate in the announced event or test the product. What Makes a Good Press Release? Apart from the basic elements every press release should have, there are also some details you shouldn’t forget about and tricks that can make it stand out. A press release should be concise and informative. It should only contain newsworthy information with straightforward writing, without any jargon or grammatical mistakes. Find a good grammar checker and review the text prior to publishing it. If you wish to know not only how to do a press release, but how to do it properly, here’s another tip: Make it scannable. To do so, you can use bold letters, bullet points, underline sentences, or add some other elements that make it easier to read. Another thing that can help you out is including images in your press release. Various studies have shown that a press release with an image has seven times more chances of being picked up than the ones without it.

Writing press releases is not as easy as you might think, especially if you want to do it while following the Associated Press (AP) guidelines. There are lots of things to be aware of, from punctuation to the text formatting and creating a short “about you” paragraph (boilerplate). You also need to think about your audience - not only journalists and editors but also people interested in your company’s services or products. Therefore, before you even start writing the news about your company, be sure to know how to do it properly. We are here to help you write a press release format in AP style, but before we do that, here’s a short introduction to the AP writing style.  What is AP Style Writing? AP style is a writing style for journalists, magazines, and news set by the Associated Press news agency. Although some magazines (like New York Times) have their own publishing styles, AP style is considered an essential guide for journalists and editors or anyone else who wants to publish news. Like other style guidelines, AP style ensures that articles are formatted uniformly, regardless of who writes them. AP style writing rules are published in the AP stylebook. In this book, you can see the standards for text presentation, including news and press releases.  A press release using AP style includes numerous rules, and we are going to explain the most important ones here:  Serial Comma  Unlike Oxford style, AP style doesn’t allow the use of the serial comma. That means that the comma in AP style doesn't go after the last item in a list. The usage of commas is often a matter of style, but if you write magazine articles and news, AP style requires you to follow this rule.  Punctuation Don’t use a double space after a period if you write following the Associated Press writing style. The style requires a one-space rule after a period.  Numbers It might be easy to forget, so always check how you write numbers in articles formatted using the AP style. According to the Associated Press style guide, numbers between one and nine must be spelled, and you can use numerals past the number ten (10). By following the AP style, time should be written in numbers instead of words. For example, you should write “3 p.m.” instead of “three o’clock in the afternoon.” Dates When it comes to dates, there are a few rules to memorize. Firstly, you should use numbers to write dates. Secondly, the abbreviation applies only for months that are more than five letters long.  Fonts We know that there are a lot of attractive fonts to use but stick to standard ones. Editors will not be impressed with this type of experiment, especially if they follow standard AP style rules. Times New Roman is the standard font that you should use. AP style press release format sets the rules for font size too. The font size is also standardized and can be one point apart in size. If your headline is 14, the subheadings should be 13. The body of your text would then be size 12. Perspective Never use a first-person perspective in your article; you are a journalist, not a bard. AP style requires news and articles written in third-person only.  Capitalization AP style headline capitalization means that all headlines and subheadings have to be written in the title case.  How to write an AP style press release Before starting to write a press release, make sure that you know five W’s or five questions all journalists must be able to answer. These questions are the core of any news piece, and if you know how to ask and answer them, you may rest assured that you are providing adequate information to your audience. The answers to these questions summarize what your piece is about, and you should answer them in the first paragraph of the text. After that, you can add details to flesh out your press release.  These are the questions to answer:  Who is involved?  The answer should include information about the topic of the article. When writing news, writers should establish the subject (individual, company), and if it’s a press release, it should be about the company doing the press release. What happened? Explain what the piece is about briefly. For example, if your business is launching a new product, write about it.  When did it happen? AP press news should provide information about the timing of the event - when did the event you are writing about happen, or when will it happen? Where did it happen? As with time, readers should be told where the event that’s talked about is happening/has happened/will happen. Why did it happen? It is a straightforward question, but sometimes it can be challenging to answer. You need to explain why your news is important for your readers.  Answer these questions briefly but accurately so your audience will get all the necessary information in the first paragraph. It is important to be short and direct in this first paragraph because many readers won’t read the rest of the article.  Identify Your Audience  Another thing you need to do is identify who your AP press release readers are. Once you find out who your target audience is (that means not only editors and journalists but your customers or followers), you need to find a way to grab their attention. See what your readers are interested in, what their values are, what businesses they trust. You also need to research the demographic of your audience, including their age, gender, location, etc.  As you can see, creating a press release involves more than just getting the press release formatting right. For this reason, many businesses use press release distribution services. Aside from disseminating your news through the most popular media outlets, press release distribution companies will create and edit your press release, too. Provide Press Release Instructions  Your AP style news release should include the time and date when you want your news to be published. If your story is ready for publishing, type the words “FOR IMMEDIATE RELEASE.” On the other hand, if you have an embargoed press release (a release that is not ready for immediate publishing),  write  “EMBARGOED FOR RELEASE UNTIL,” followed by the time and date when you want it published. Include Contact Information  When it comes to formatting a press release, don’t forget to include the contact details (name, phone number, email address) of the person who can provide more information about the press release content. Write your AP style press release dateline in the top left corner of the press release.  Write the Press Release Headline The next thing you need to do is to write a headline. The press release headline is positioned at the top center of the page, and it shouldn't be more than 80 characters long. It has to be eye-catchy to grab the readers’ attention. The subhead is located below the headline. It can be longer than the headline and may include up to 120 characters that explain the content in your headline. Both the AP headline and subhead should include keywords that boost the visibility of your press release. There are also other things that you can do when writing an Associated Press style press release headline. For example, you can search for a story already in the news and connect it with your piece somehow. This practice is also called “newsjacking.” Our advice is to use the present tense when you write the headline. It will attract your readers if the headline is exciting and catchy-sounding.    The Lead  The lead has to be short and to the point but still interesting. It’s the first paragraph of your press release, and it should be at least 60 characters long. You should also add the date when you want your press release to go live and the location your release originates from. This is an example of the date and location information for the press release (format AP):  Phoenix, Ariz. (October 20, 2021)  The date and location have to be bolded, and you need to use AP style for the state abbreviation.  The lead is the first thing journalists will read, so it has to summarize the most important things about the news you want to share. In this part of your press release, you need to answer the five W’s. Write Your Boilerplate The boilerplate or the “about” section is another important part of the standard press release format. It’s placed at the bottom of the statement and includes information about your business, such as your company history and values, awards, further plans, and anything else that is relevant for your audience. If you follow the AP format for the press release, this section shouldn’t be longer than 100 words. For example, if your business offers legal services, the boilerplate should talk about your company’s years in business, awards, and any of the company’s accomplishments.     Choose the Media Outlets That You Want to Send Your Press Release  After you finish your press release creation, you need to decide where you want to send it. You will be in a position to choose among hundreds of media outlets, and sometimes it can be really difficult to decide where to publish the press release in AP style. You should choose wisely because media outlets receive hundreds of press releases daily, and not all of them will publish yours. Also, pick those media outlets that target your audience. For example, if you’re opening a pet-friendly restaurant, send your press release to food and beverage and pet magazines.  Choose How You Want to Distribute Your Press Release  The distribution of your press releases is the next step after you format them in accordance with the AP style. There are several ways to spread the AP press release. For example, you can send the press release to journalists, bloggers, and influencers with whom you are already connected. Aside from the direct outreach, you can send the news to numerous media outlets to get wider media exposure. To do this, you will need to use press release distribution services. Alternatively, you can try to send your press release to journals and magazines on your own, but there’s no guarantee that they will publish it. It’s always a good idea to publish your press release on your website. This will increase the overall visibility of your company. Some website creators offer the option to add the press release page and publish the AP press release format with a few simple clicks. Also, don’t forget to share your media statement on social media channels so your followers can see it.