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Press releases are valuable for private companies or non-profit organizations. They are external tactics used by Communications and Public Relations departments to engage with their respective publics. However, if you are a new PR practitioner, surely at this point you have realized that there are a large number of press releases formats in the world; as well as just the interchangeable terms of “press release” and “news release.” That being said, you shouldn’t try too hard to be unique when attempting to write a news release because according to the company for which you will be working, you will almost certainly be asked to follow a format previously established. Nevertheless, it is pivotal that regardless of the format you use, the finished release contains relevant information, is well-written, and is strategically positioned throughout.

Secondly, the term “news release” is currently more accurate than “press release” based on the fact that the Internet and social media platforms are by far the most common tools we use to communicate in the world of Public Relations. The concept of “press release,” by comparison, conveys the outdated concept of news being was sent to a printing press without the use of digital methods.

Having clarified these points, I present you the five top tips to develop an engaging News Release.

An attractive title

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A well-written news release must contain an appealing title that summarizes in a few words all the content that the reader will find inside, including the name of the company and the main announcement. This means responding to the two main W questions of the journalism world, which are the “What” and the “Who”.

Capture the attention of your reader in your first paragraph.

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Not only is the title is important in your news release, but also your lede; alternatively known as your first paragraph. This section as a whole should provides to the reader with the complete picture of what it is you want to communicate in a clear and concise writing style.

Include quotations to make it more compelling

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Include at least one main quote from the organization or company, writing in a sandwich quote the name, title, and company. For instance, “The biggest impact that the mitochondria have on cell physiology is the production of energy for the cell; in other words, it is the power horse of the cell,” said Frank Merante, Professor, Seneca College. “When there is a disease associated with the mitochondria we see dramatic impacts on muscle and heart performance, cognitive impediments; the mitochondria are responsible for keeping all these tissues systems healthy.”

Make your research evident throughout your news release

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Always add to your news release extra information or evidence that supports your content, such as figures, trends, percentages or whatever important data it is that’s being announced. Research is the key factor that makes a news release stand out among the rest. Therefore, if you want to make it more credible than others, do the research and show your work.

Boiler Plate and Contact Information sections

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As your final paragraph, and to close your news release, talk briefly about the company that you are working on behalf of. This headland is called Boiler Plate; that is to say, this section talks about the company in a way that follows a standard format.

Finally, but still very important, do not forget to add a the contact information section in which you must write your name, title, telephone, and email so that journalists, companies or interested people can contact you and get more information.

As you can see, the most important thing for writing an appealing news release is to present to the reader unique and relevant information based on in-depth research. Creating a clear, concise and compelling external communication product is not easy. However, with practice and by following all these tips, I assure you that you will be on your way to enjoying great success in the PR world.