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Your Business is Newsworthy, Let’s Grow It!

Updated: Oct 26, 2020

A Guide to Crafting the Perfect Press Release


Getting the word out about your business through different media channels is a great way to reach your desired audience and grow your business. To effectively carry out a piece of news to local (or national) journalists, there is a standard format that should be followed to craft a relevant, well-written piece that will gladly be carried out by the press. This format is called a press release (also known as a news release).

But before we get into the basics of writing a press release, some of you may be asking yourself, “Why would I still send out a press release in 2020?”

So...Here are the top reasons why you still need to write and distribute and press releases.

1. You will get more attention and awareness.

2. It will help build relationships.

3. It will improve your search engine optimization (SEO).

4. You will get to manage your story and image.

Next, let’s understand when you need to send out a press release. One of our most asked questions is, “Is this newsworthy?”

So…Here are some quick questions you can ask yourself when deciding if your news is newsworthy.

1. Is this new or urgent news?

2. Is someone going to be impacted by this information?

3. Is this a new event or are there elements in the event that stimulate emotion and


4. Does it offer scientific knowledge or innovations?

5. Are there famous, or locally well-known names involved?

The next step in learning how to write a press release is understanding the press release format and must-haves. Here is what a typical press release looks like.

Must-haves include:

  1. A strong, eye-catching headline.

  2. Press contact information for reporters who want to learn more or schedule an interview.

  3. A release date and location where the news is taking place.

  4. Information and engaging details that will interest the audience.

  5. Quotes throughout the body to back up your arguments.

  6. A boilerplate at the bottom, which is a short paragraph that describes your company.

In addition to the must-haves above, you should also:

● Insert your company logo at the top of your release.

Make sure to include any additional photos that go with the release in a Drobox

link. Do not send any attachments.

● Factor in proximity.

For example, when you are writing a local release, ask yourself “what is something

interesting that is happening or has happened locally and how does it tie into my

news announcement?” By keeping the piece relevant to local consumers, the media

is more likely to pick up the story.

● Think like a journalist when writing.

Ask yourself, “What are the audience's needs?” and meet the journalistic goal of

presenting information objectively.

● Capture your company’s personality and culture in the release.

Include key messages about your organization's objectives and mission.

Need help crafting your message? Let us help!

Drive your business forward with the help of the McRae Agency’s unique perspective and specialized marketing and public relations strategies. Allowing us to help you craft the perfect press release will cultivate new connections, professional relationships and help to grow your business and expand your desired target audience. Readers will enjoy reading about material that is relevant to them and become more motivated to support your business. A press release will open opportunities for your business to draw in a crowd you may have never thought you’d be able to reach. To learn more about how we can help, contact us at (480) 990-0282 or

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