How to write an effective press release

Press releases are essential to any good marketing campaign. If you want to write them yourself, there are plenty of free press release templates available on the internet. Just plug in your information, add your company logo and your release is ready to send. But these templates are not designed to help you reach your overarching marketing goals. Writing into a Control Template will automatically give you a more effective press release.

When we write press releases for our clients, we use our proven Media Grade Content® strategy to produce quality, relevant content readers find worthy of their time. Our press release content establishes our clients’ expertise and nurtures trust in their brands. The Control Template is based on this strategy.

Disclaimer: Even the best press release can only do some of the work. Media Relations Agency’s team of publicists, most of whom are former journalists, actively collaborate with the media to co-produce our clients’ stories. Our press releases are often starting points for more in-depth interviews. Other times, reporters and producers will pull content from our releases to use within their original stories.

The control template is step 5 of the six-step Strategically Aimed Marketing® process (SAM 6®). It provides the guidelines for creating an attention-getting release that is in line with your marketing goals. As a bonus, this Control Template can also be used to produce other types of marketing content. Hint: Start with Step 1 of SAM 6 to have everything you need to complete the top portion of the Control Template.

Key areas in this template include:  

  1. Your company’s vision and mission: Having these in front of you will help keep your focus on where you want to go and how you plan to get there.
  2. MarketWho are you targeting with this release? What are their demographics? Geographics? Psychographics? Benefits sought? Usage rate? Geodemographics? In his best-selling book, “The CEO’s Guide to Marketing,” Lonny Kocina suggests naming your primary markets as a simple shortcut to writing these details every time.
  3. Primary message themes: You will choose these from your comprehensive list of reasons why customers might buy your product, compiled in Step 2.
  4. W.I.F.M.: What’s the primary benefit for the medias’ audiences?
  5. A.I.D.A.: This is a classic marketing acronym which stands for Attention, Interest, Desire and Action. Your press release should always be written into this format. Unconvinced? Consider what may happen if you forget to ask the reader to take the next step, whether that’s to buy the product, visit your website or call to make an appointment.
Download your free Control Template here. For a free press release evaluation, call us at 952-697-5269 or use this form.

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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