How to Get Your Press Release Picked Up

By Elana Goodwin

So you’ve written a press release. Now what? Simple: now it’s time to try to get your press release picked up by the media to maximize your reach and get publicity. So how exactly do you do that? Luckily for you, we’ve got some helpful tips!

First, capture attention. You need a buzzy, eye-catching headline that’s enticing without being too long or giving too much away and a subheadline too. Brainstorm a bunch of different options that could work for your content and then whittle your list down to your top few before ultimately choosing the one you feel is strongest. If possible, try to pull in a coworker or friend to give you some feedback on which is the most interesting for an outsider opinion.

Second, cover your bases. While it may take you back to middle school, using the simple question method is a tried-and-true way to make sure you’re not missing any key information. Who, what, where, when, why and how are all good things to ask yourself as you write your press release to guarantee all the facts are provided to readers. You’ll also want to assume that the reader has never heard of your company or product and be as clear and concise as possible in your copy.

Third, make it easy. If the media has a question about the product or announcement in the press release, you want it to be easy for them to learn more or get in contact with the right person about it. Include links to your company’s social media accounts, website, etc., as well as your contact information in the release itself. At the end of the press release, be sure there’s a clearly stated media contact (whether that’s you again or someone else) and email listed so media outlets can reach out.

Keeping these three factors in mind, you’ll be on your way to writing a great press release that will be that much more likely to get picked up and spread by the media. Kudos!