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How to write an Editorial or Press Release for the Press

If you are looking for some tips on writing a good featured editorial or press release, then this is it! This article will help you to write a killer editorial or press release for your company, brand, product, or service for the press.
 
You can use these same techniques when writing any type of content for editorials or press releases.
 
Writing a great press release or featured editorial is one of those things that most people think they know but don’t really understand.
 
It takes time and practice to get better at it, so I hope my advice here helps you out.

We have written hundreds of press releases and featured editorials over the years, and we want to share what works best.
 
In fact, if you follow all the steps below, you should be able to create a very effective press release or appealing editorial within minutes.

TABLE OF CONTENT:

  1. Introduction
  2. What is a Press Release?
  3. What is an Editorial for Media Coverage?
  4. Why should you send a Press Release?
  5. Outline for a Press Release or Editorial - Press Release Format
  6. How to write for media coverage in the press and news
  7. The 12 different main types of press release as an official statement
  8. Let's start with the basic for your media coverage article
  9. Let's dive deeper into the subject, how to write a professional press release or editorial
    9.1 Evaluate the topic first
    9.2 Write a Killer Headline
    9.3 Include key facts
    9.4 Newsjacking Strategy
    9.5 Add bullet points to long paragraphs
    9.6 Be concise!
  10. The 10 Tips
    10.1 Insert key information in the first paragraph - Define Your Lead
    10.2 Now bring Your Body Paragraphs to paper
    10.3 Emotional Connection
    10.4 Add a summary of the press release
    10.5 Use relevant quotes
    10.6 Use data and statistics
    10.7 Write Your Boilerplate Text
    10.8 Use Infographics to unlock viral sharing on social channels
    10.9 Include media contact information
    10.10 Have a Media Kit ready
  11. SquaTec Media Coverage Service

What is a Press Release?

A news release or press release is a document to share newsworthy and important information with the public.
Editors and Journalists of news outlets and publications may use the information to write a news story.
 
Typically, a PR agency creates the initial draft which is sent to the client who approves it before sending it off to the media outlets.
Then, once approved, the final version goes live online where anyone can read it.
 
That means that you need to make sure that whatever you put down in your own words is accurate.
 

What is an Editorial for Media Coverage?

A featured editorial is a story about your company, brand, product, or service published on an online publication or print media.

You can write an editorial for media coverage yourself and outreach to editors to publish it.
 

Why should you send a Press Release?

A good press releases is designed to get the attention of an extended audience and make them want to learn more about you and your brand. It is informal and professional.
 
The top reasons to write a press release:
 
  1. Increases attention and awareness
    Journalists and media outlets have more reach than your business alone, so it makes sense to use press releases to garner more attention.
     
  2. Useful to build relationships
    Sending press releases can be mutually beneficial. If you can help with this, it could be the beginning of a relationship with someone in the media industry.
     
  3. Improves your search ranking
    As mentioned on previous page, GET FEATURED ON NEWS SITES FOR MEDIA COVERAGE, you can shoot up your ranking on search engines if you incorporate the right words.
Outline for a press release or editorial:
Editorial and Press Release Format
 
  • It should be 500 to 800 words long.
  • The headline needs to be succinct and summarize the whole article in a sentence.
  • It is advisable to use a professional tone and don't exaggerate.
  • Be neutral and not be a salesperson.
  • Write as a third party and do not use personal pronouns such as "we" or "I".
  • It is possible to include 1 link for every 200 words.
  • One image may be included for every 250 words.
  • The article is supposed to be written in English.
  • Adding press contact information will help:
     
  • Full Name of Press Contact
  • Company Name
  • Company Address
  • Email Address
  • Website Address
  • Link to Digital Media Kit
     
It will not count to the number of words of the article.
New Product Launch with IPO News Angle - Press Release Source: CNBC

How to write for media coverage in the press and news


Decide first on the type of media coverage you want to achieve. There are three types of writing for media coverage:

1. Editorial - Story about your company, product or service. However, it can be an entrepreneurs' story.
2. Press Release - Newsworthy Announcement
3. Citation - Journalists who are writing an article for a media outlet often look for citations or examples to enrich their piece.

However, we cover this service individually and is not part  of this media coverage package.

Tips on how to write a professional effective press release

Companies use press releases to make announcements and official statements. This is a beginner-friendly guide on how to write a professional, effective press release.
 
Every company needs to maintain a consistent series of public relations efforts. A press release is an official, written announcement from an organization. PR professionals will publish releases on their websites in order to achieve media coverage.
 
Editors and Journalists prefer releases that are relevant to their audience. Financial reporter, as an example, would look for IPOs, corporate merger and important financial announcements while consumer-focused media would focus on the newest product launches such as the new iPhone 13.
 

12 different main types of press release as an official statement:
 

  • New product release or launch of new a new service.
  • Announcement of Acquisitions and Mergers.
  • Important financial achievements
  • An IPO is about to come up.
  • Big Contract is won
  • New products are being released.
  • There are great openings.
  • New partnerships are emerging.
  • There are events coming up.
  • Rebranding of your current brand
  • There are promotions and hiring of executive.
  • An award has been awarded.
 
The above list is not complete. Other major company information could be of public interest.

Let's start with the basic for your media coverage article:
 

Define your objectives and goals

Before writing press releases, think about what you are trying to achieve. Is it possible to build brand awareness for a new product launch? Do you want to increase your public profile for a funding round?

It's important to identify this at the start because, in order to reach each of these goals, you'll have to adopt different strategies.

Remember, an IPO press release for getting interest of potential investors will look a lot different from an awareness campaign press release for a charity.

Put Yourself In the Shoes of your final audience, editors, and journalists

You are writing a press release for editors and reporters as well as their audience. When you're writing a press release, you have to use a journalistic style.

How are you able to do that?

Think like one.

On a daily basis, journalists go through hundreds of pitches. They don't want to look through a lot of sentences to find out if it's relevant.

If relevant information is easy to find in the title and lead, they will give it a try.

They are not public relations professionals or social media experts. It's important to keep your press release factual and accurate to get the attention of journalists.
 

Hit the right ton

This is so important that we cannot be emphasized it enough.

You're going to go nowhere if your sales pitch goes to the wrong journalist or publication.

There are two things to remember when you're about to pitch a press release.

Whether you're pitching to a journalist or publication, your product or service is involved in that area.

The people who read the work align with your target audience.

Let's take a moment and think about it.

Do you think a book press release would be sent to a publication that only deals with music?

Their reader base won't fit with your target audience.

USA Today has a diverse audience. They have no interest in covering a story about C++coding press release because they don't cover small niches.

Think about it for a moment.

On top of this, if you send them a press release on something completely unrelated, chances are they'll just delete it without even looking at it.
 

So what's the solution?

Select a topic with broader audience and again, it has to be newsworthy. We bring your story in front of hundreds of media outlets and thousands of editors and journalists.
 

Learn more why press and media coverage are important for your business.

Great Headline Example with appealing image - Press Release Source: Apple

Let's dive deeper into the subject, how to write a professional press release or editorial!
 

We'll show you how to make your press release stand out, business news story, or media editorial.
 

How should a press release be written?

1. Evaluate the topic first
 
The first step is to find out if the press release topic is relevant to the target media. Is this the same story that the journalist covers? Would their readers benefit from knowing this information?
 
New product launches, mergers and acquisitions, product updates, grand openings, new partnerships, executive promotions/hiring, industry awards, and more are some topics covered in a press release.
 
Ask friends and family about their opinion and if they would be interested to read about it. Work colleagues are likely to be too subjective for that.
 
Editors and journalists get nonstop stories in their inboxes almost on a daily basis. You have to stand out. Check if similar topics have been covered by many publications, including:
 
  • Business News Daily
  • Forbes
  • The Wall Street Journal
  • Inc Magazine
  • Entrepreneur magazine
  • TechCrunch
  • Huffington Post
  • Fast Company
  • Mashable
  • etc.
 
If it doesn't seem like there will be any interest in your news, then don't waste time writing one! You can always use an email newsletter instead.
 
Step 2 - Write Your Press Release

Now let's get down to business. Start with the headline. It needs to grab attention right away. Once you know what type of content works best for your audience, start brainstorming ideas about who would want to read your press release. Who do they care most about? What problems does your company solve? How could these people benefit from reading your press release?
You may also need to consider whether your company has a social following.
 
2. Write a Killer Headline

Use a newsworthy and eye-catching headline

Let's get started. Start with the press release headline.

You want the headline of the press release to appear on the front page of the news outlet. For this reason, the headline must be clear, captivating and focused on the key message you want to convey.
 
By only reading your headline, the journalists can get a good idea of what's going on.
When you know what type of content works best for your readers, start thinking about who would want to read your press release. How much do they care about? What issues do your company solve? How are these people going to benefit from reading your article?

The quality press release hit the mark in this respect. It is clear and easy to understand. The audience instantly knows the USP of your product or service when they read the headline.
 
If the headline features the brand's unique selling points (USP), the message has still been delivered, even if readers click away from the news without reading more.

A good title will grab attention. It needs to have enough words, so it doesn't look like a scam or spammy.
The best press release headlines are short and to the point.

Definitively, avoid clickbait titles. Most journalists and news outlets will not go for it.
Newsjacking

3. Include key facts
 

As previously said, the news angle is important to stand out from past press coverage articles. Add also specific information. If there were no other details on the press release, what would they need to know? What do you want them to learn? How does this relate to the journalist's audience? Make sure to include all important dates, location where the event took place, who was involved, any photos, videos, links, statistics, quotes, testimonials, endorsements, contact info, etc.
You should create a news article with that in mind, as you'll be pitching to journalists.

 

4. Newsjacking Strategy


If you don't have your own breaking news, you can use a content marketing process called newsjacking.

Newsjacking is the process of injecting your brand into a news story in order to make it more relevant and eye-catching. Tie your news release to something that's popular or viral on social media platforms is a smart way to get attention.

Aligning your pitches to trends in your industry is a good way to make them more attractive. It's easy to spot trends by looking at what top journalists are writing about. Combine these trends in your press release with creating evergreen content, and they will hardly be rejected. With this strategy can create piece of actual news.

 

Media love hearing Experts - Analyst about iPhone 13 Expectation - TV News Source: CNBC and MSN Money

5. Add bullet points to long paragraphs
 

Bullet points help break up long text blocks and keep things simple. They're also easier to scan than lengthy paragraphs. You don't even need to use bullets at all times, though - just when needed. If you still prefer using full sentences, try breaking down each paragraph with subheadings. This way, you can easily add additional content later without having to rewrite everything.
 


6. Be concise!


Well-written press releases are concise with a catchy headline followed by the press release body with a compelling content. Use active voice and avoid passive sentences. You can check it with flesh reading scores.


Tip 1: Insert key information in the first paragraph

Define Your Lead

Your lead should be the first paragraph in your press release.
 
Summarize your whole story with the most crucial parts and essential details in about 35 to 45 words. Often, you write the body first and come back to the lead and first paragraph at the end.
 
When writing your press release, keep in mind that you must answer six questions every journalist asks himself/herself. The first paragraph after the title of the press release should cover the questions:
 
Who – Who is the target audience? Is it just local residents, or does it extend beyond city limits? Are children involved? Do women buy more than men? Who is in the news story? Which individual or company is involved?
 
What – What is the purpose of the event? Does it promote a cause? Will it raise money? Or maybe it’s simply a fun party? What is occurring? What is the story about?

Where – Where is the location going to take place?

When –  When will or did it happen?

Why – Why did you choose this venue over others? Was it free? Did you pay for it yourself? Where sponsors involved? Why is this important to a reader of this publication?

How – How much was spent on advertising? How long has the event been running? Has it run successfully before? Have similar events taken place elsewhere? How is it beneficial to the audience?

A person's attention span is around eight seconds. All the key information needs to be delivered right away. If you place important information after this section, readers will miss it.

You should follow the reverse pyramid formula for your press release flow with short summary of the key benefits and USP with above 5W+1H (Who, What, Where, When, Why + How).

Bullet points might help readers to see straight away your core message.
 
Keep in mind that each question requires a separate response. Don’t repeat answers from previous sections.
 

Tip 2: Now bring Your Body Paragraphs to paper

 
All the relevant details of the story are described in the body. The keyword placement is important. The inverted pyramid formula is used here again to create great press releases. You include the most important details right at the top and then move on to the explanation, sources etc.


Tip 3: Emotional Connection
 

A story with an emotional connection is more likely to be liked by a target audience and has more potential to go viral.
If you can get people emotionally invested in your brand, they might be willing to give it a shot and share it.


Tip 4: Add a summary of the press release
 

Adding important bullet points before the first paragraph is one of the best ways to grab the journalists' attention. Bullet points are a good way to summarize the news story. Busy Journalists  will be able to quickly grasp all the important messages of the release and decide whether to run with the story. Bullet points make it easy for your audience to scan the article quickly, so you need to include all the important data in this section.
 

Tip 5: Use relevant quotes

 
A great news coverage or press release always has relevant quotes from the people they are talking to. Journalists and media outlets love hearing from experts, public figures and company executives. It gives additional weight to the story with reputable sources. To ensure that your announcement is legit, make sure to add quotes from people who are trustworthy and a public profile.
 
When announcing a business update, use this to your advantage and feature at least one company executive. All the relevant stakeholders should give a quote when promoting a new collaboration with other parties.
Excellent Press Release Data Example including infographic - Press Release Source: CDC
Tip 6: Use data and statistics
 
Include background information, statistics and sources to your article. It makes your news story and press release professional, well researched. This makes it attractive to journalists to pick up your perfect press release and write about it.
 
You're able to do half the job for the journalist by giving them an industry inside. Providing this kind of data is one of the easiest ways to make your release feel less promotional.

For example, proof points about the trends in adolescent gaming industry, market potential, and typical problems that parents face are important for launching a game for teens.

If you follow these tips, you'll be able to write a captivating press release that will get you measurable results.

Exclusive Research, Statistics and Data

Journalists adore anything exclusivity. They love data, as well. It's a good way to give them exclusive data in a media release.
See the perfect press release example from CDC:
How to write Press Release, include Infographic for viral Social Sharing
Tip 7: Write Your Boilerplate Text
 
A prepared summary of what your organization stands for is called a boilerplate. A boilerplate is basically a list of facts, business ambitions, vision, and marketing goals. You may include your company logo.
 
The first sentence or two should be the most important part of this section because it will set up the tone of the rest of the press release. The second half of this section is where you put in the meat of your message: the newsworthy information that makes your story unique.

If there’s something about your product or service that sets it apart from others on the market, make sure to highlight that fact. If you have an interesting new feature, explain how it works. And don’t forget to mention any awards or accolades you may have received.
Make sure to use strong verbs like “developing,” “launching,” “expanding,” etc., as well as nouns such as “product,” “service,” “feature,” etc. Use these words whenever possible, so they stand out more clearly when read by journalists.

Don’t say things like “we offer…” Instead, try saying “We provide…” This way, readers know exactly what kind of services or products you do. You might also consider using adjectives instead of adverbs. Adjectives help clarify meaning while making sentences sound stronger.
Use numbers wherever appropriate.
 
 
Tip 8: Use Infographics to unlock viral sharing on social channels
 
Infographics are very popular and a many readers spend a lot of time studying it. Therefore, add interesting data to your infographics. This makes it more likely that your audience will share your press release and infographics on social media channels. 
The best way is to use an infographic as the main image for your press releases. You can also include other images in your press release, but make sure they do not distract from the key messages you want to convey with this tool.
 
Include links to your website or blog so people who read your press release have another option besides sharing it on their own site. If possible, try to link back to one of your posts because Google loves content curation!
Viral Sharing on Social Media Channels
Tip 9: Include media contact information

Successful press releases are often picked up by news outlets and reporters. To get in touch with you if they are interested in a follow-up news story, relevant journalists or editors need your media contact information. You should give them a press contact when they want to reach out to you. Contact details should include:
 
 
Media Kit - Source: Template.net
Tip 10: Have a Media Kit ready
 
Prepare a media kit for the press before distributing the actual press release. It contains all the necessary additional info for journalists to cover your event or announcement. Include at least four different types of media kits:
 
  • One for print publications
  • One for online publications
  • One for radio stations
  • One for TV Channels
Your media kit should contain additional information to the press release, except. Since most press release distribution are limited to one image, you can add more photos and illustrations to your media kit. Make sure you have the in the highest possible resolution.
What else should be included in the media kit for the press?
 
Here are some examples:
 
  • A list of speakers
  • An agenda/program
  • Any special announcements
  • Contact info for additional questions

We recommend having your media press kit digitally available on your website, including downloadable high resolution images. This way, it is also easier to cover the information for all the different media channels. Put the link to your digital media kit to the contact details in your press release.

SquaTec Media Coverage Service
 

Digital Marketing teams should create a Regular Media Coverage, and it should be part of any Public Relations Strategy. A public relations campaign should be repeated every month, and each time with a different newsworthy story. An excellent public relations strategy will bring you brand awareness and brand recognition, build trust, bring traffic to your website, generate leads, and sales conversion. A regular cadence is key!
 
Save time and money when creating and distributing high-quality PR. SquaTec Media Coverage writes news stories, media editorials, and press releases. SquaTec Press Coverage team will distribute your articles and reach out to publications, editors, and journalists. You will get hundreds of valuable high-authority backlinks as well as traffic to your website.