Drafting a press release sounds easy enough to do, right? Wrong. You may think that all you need to do is create a headline, opening paragraph, and include a quote or two from an executive. Truth is that to create a relevant press release, you need to have a press release template that guides you through the process.
A press release template is valuable because it:
- Outlines what is needed
- Guides you through the process
- Involves collaboration between stakeholders
Having a deep understanding of what’s needed and how to draft a press release can help your marketing messages pull through too. Your PR and SEO will improve.
In short, many tech startups just slop a press release together not thinking about who may read it or what objectives it can accomplish. Your press releases need to be low on jargon, strong on message, and high on differentiation and positioning.
Following are four tips, press release examples, and a press release template to help you get started.
1. The Press Release Headline is Your Most Important Asset
The headline is the bait. It’s the most effective piece of content to use when trying to grab the attention of a journalist. Let’s break down some press release headline examples:
Zoom Acquires Keybase and Announces Goal of Developing the Most Broadly Used Enterprise End-to-End Encryption Offering
The press release headline resonates with the intended audience because of these qualities:
- Company Name (Zoom) – prominent in the headline
- Active Voice – says immediately what the Company is announcing
- Unique information – “Goal of Developing the Most Broadly Used Enterprise End-to-End Encryption Offering”
ModCloth Breaks Up With Black Friday
Here’s another example of a strong press release headline because it makes the reader want to know more about the “breakup.” Specifically:
- Company Name (Modcloth) – prominent in the headline
- Active Voice – says “breaking up”
- Unique information – Why would Modcloth break up with Black Friday? I would think that would be one of their busiest days? Let’s find out, is what the reader is thinking about.