The Essentials of Press Release Writing
By Idris Abdulganiy Ishola
In the English language, the four essential language skills are listening, speaking, reading, and writing. Among these, writing skills are crucial for effective communication in public relations, as they facilitate the sharing of ideas, information, and concepts through precise language, clear messaging, and tailored content that resonates with the intended audience and purpose.
Writing can be one of the most complex skills to master, as it involves recording our thoughts, feelings, and responses. Babatunde (2009) describes writing as both an interaction and a process—an interaction between the writer and the reader and a systematic process requiring various steps to create a coherent and impactful text.
According to Murray (1998), “Readers don’t have to be writers, but writers have to be readers.” A good writer is often an avid reader and usually possesses strong spelling abilities.
Strong writing skills are a prerequisite for success in public relations. PR professionals engage in a variety of written communications, including drafting press releases, crafting media pitches, managing social media content, creating website text, producing newsletters, and developing speeches or presentations for special occasions.
One of the primary tools of public relations is the press release—an official, written announcement issued by an organization to the public. PR professionals publish these releases on their websites and distribute them to journalists in an effort to secure earned media coverage.
A press release is a succinct, factual statement shared with the media to announce something newsworthy, such as a product launch, event, or significant company milestone. It adheres to a standard format that allows journalists and media outlets to quickly identify essential details. Press releases are commonly used to generate media coverage, attract attention from potential customers, and build credibility.
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PRNigeria has found that many activities within the customs service are effectively supported by well-crafted press releases and other official written statements distributed to media outlets.
During Adeniyi’s first 100 days as the head of the customs service, press releases played a pivotal role in announcing new programs, appointments, collaborations, and partnerships. Utilizing press releases is often more reliable than relying solely on media coverage of events, and they can be cost-effective by eliminating logistical expenses associated with hosting events and providing press kits. Press releases can be utilized by organizations across both public and private sectors.
Now, let’s explore the key elements of crafting detailed, clear, and precise press releases that effectively convey information. A compelling press release should feature clarity, a strong hook, and valuable information structured in the following format:
— Headline
— Subheadline (optional)
— Dateline
— Lead Paragraph
— Body
— Call to Action
— Boilerplate
— Contact Information
It is essential to ensure that a compelling press release adheres to the fundamental principles of grammar, syntax, spelling, and punctuation.
PR professionals must convey complex ideas clearly and concisely, avoiding jargon and ambiguity. When writing a press release, it is vital to consider the 5Ws of news reporting: who, what, where, when, and how.
It is important to recognize that PR comes in various forms, each with its own specific format and purpose. Common forms of press releases include breaking news, product launches, mergers and acquisitions, product updates, events, new partnerships, rebranding, executive promotions, and awards.
Beyond capturing media attention, press releases serve as valuable tools for enhancing cost-effective marketing, boosting website traffic, expanding coverage, and building credibility.
In conclusion, creating an effective, balanced, and well-structured press release requires focused attention on fundamentals such as grammar, spelling, syntax, punctuation, and overall writing skills.
Idris Abdulganiy Ishola Fellow, PRNigeria Young Communication Fellowship 2024
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