5 must-haves for an effective press release

Estimated Reading Time: 3 minutes, 30 seconds

There are many ways you can tell the world about exciting updates from your company. If you’re looking to create awareness with local media outlets, issuing a press release can be a great way to achieve that exposure. Once you’ve determined this is the right way to share your news, make sure your press release includes each of the following elements. We´ll use Blake´s Fresh Catch, an imaginary seafood restaurant, to demonstrate. Examples of each section of the press release appear in blue.

1. Attention-grabbing headline and sub headline

This is the most important part of your press release and it cannot be overlooked. It’s at this point the editor or reporter will decide to continue reading or not. While you want your headline to grab attention, it’s important that it does so while also explaining exactly what your announcement is about. This isn’t the time to be overly creative or vague. Your headline should appear in bold followed by the sub headline in italics.

Blake’s Fresh Catch reopens with a new look
Local favorite is back, with complimentary appetizers to celebrate

2. Informative first paragraph

This section should answer the five Ws and one H: Who, What, Where, Why, When and How. Essentially, this ensures that if the reader stopped here, they’d have all the necessary information you’re trying to communicate.

Dillingwell, AL – November 6, 2017: Blake’s Fresh Catch, a Dillingwell seafood restaurant announced that they will reopen on Friday, November 24th following a remodel that began in August. Opening for dinner service, the restaurant will unveil a new dining room and updated menu.

3. Compelling quote

Your press release should include a quote from whoever is the most relevant spokesperson. As a small business owner, it’s most likely to be you! This is a great opportunity to comment on your announcement in a different way to the facts presented throughout the release. It’s possible your quote will be pulled and used directly by media in an article, so take time to make it clear and concise while communicating your main point.

"This year, further investment has been made in the restaurant with a new look and feel, brand new website, and a new dining room,” said Managing Director of Blake’s Fresh Catch, Tom Blake. “We know only too well the challenges in the restaurant trade, but we´ve been incredibly lucky to enjoy solid local loyalty from the greater Dillingwell community for over 40 years and for this we are hugely appreciative. We’re delighted to be able to upgrade the restaurant and our brand to continue our commitment to the community and to Dillingwell as a tourist destination."

4. Boilerplate

This is a paragraph containing essential background information about your company, which appears at the end of your press release. Make sure it includes a link to your website. This section should be the same for every press release you issue, so don’t feel you need to update it each time.

Blake’s Fresh Catch is a seafood restaurant based in Dillingwell. Founded in 1975, the restaurant has been run by the Blake family since it opened and has been a local favorite for nearly half a century. It was voted Best Seafood Restaurant by Platerate.com in 2016 and Family-Run Business of the Year in 2015 by the Dillingwell Gazette. Visit www.blakesfreshcatch.com for more details.

5. Contact information

Don’t forget to include your contact details for media! If they have additional questions, they’ll know exactly who to contact. And hopefully, they’ll let you know when your story has been published and send you a link.

Contact:
Tom Blake, General Manager
Tel: 262-879-3987
Tom@blakesfreshcatch.com

A general rule of thumb when crafting a press release is to keep it concise. If you can, try to fit it on one page, but no more than two. Bear in mind that if a journalist is interested in the story, they can always follow up with questions if they need more information. Here’s what Blake´s Fresh Catch´s press release looks like when we add all the essential components together:

PRESS RELEASE

1.Blake’s Fresh Catch reopens with a new look
Local favorite is back, with complimentary appetizers to celebrate

2.Dillingwell, AL – November 6, 2017: Blake’s Fresh Catch, a Dillingwell seafood restaurant announced that they will reopen on Friday, November 24th following a remodel that began in August. Opening for dinner service, the restaurant will unveil a new dining room and updated menu.

Blake’s Fresh Catch first opened in 1975 and has been a family favorite in the Dillingwell area for over 40 years. A popular spot for special occasions, generations have celebrated birthdays, graduations, anniversaries and promotions in the friendly surroundings created by the Blake family. The owners felt it was time for a revamp and took the difficult decision to put service on hold to carry out a full refurbishment of the kitchen and dining room.

3."This year, further investment has been made in the restaurant with a new look and feel, brand new website, and a new dining room,” said Managing Director of Blake’s Fresh Catch, Tom Blake. “We know only too well the challenges in the restaurant trade, but we´ve been incredibly lucky to enjoy solid local loyalty from the greater Dillingwell community for over 40 years and for this we are hugely appreciative. We’re delighted to be able to upgrade the restaurant and our brand to continue our commitment to the community and to Dillingwell as a tourist destination."

Guests who make reservations at Blake’s Fresh Catch on November 24th will be treated to a complimentary calamari appetizer, one of the restaurant’s signature dishes.

4.About Blake’s Fresh Catch
Blake’s Fresh Catch is a seafood restaurant based in Dillingwell. Founded in 1975, the restaurant has been run by the Blake family since it opened and has been a local favorite for nearly half a century. It was voted Best Seafood Restaurant by Platerate.com in 2016 and Family-Run Business of the Year in 2015 by the Dillingwell Gazette.

Visit www.blakesfreshcatch.com for more details.

5.Contact:
Tom Blake, General Manager
Tel: 262-879-3987
Tom@blakesfreshcatch.com


About the Author

Sara Nash manages public relations for Vistaprint, where she loves any chance she gets to interact and learn from small business owners. She spends a lot of time reading the news, understanding what is going on in the world of small business to best understand what customers would like to hear from Vistaprint and how we can make the incredibly hard job of owning a small business a little bit easier.

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