How to Write a Press Release (Prompts, Tools, and Examples)
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AI Prompts to Refine Your Press Releases
Once you’ve drafted your press release above, you can use these AI prompts to polish and perfect your PR:
- Improve tone and style: Rewrite this press release as a more formal statement to convey a sense of professionalism.
- Strengthen clarity and coherence: Simplify the press release to ensure the message is easily understood.
- Enhance descriptive language: Enrich your descriptions with vivid imagery to evoke strong emotional responses.
- Improve your call to action (CTA): Revise the CTA to make it more compelling and urgent.
- Optimize headline: Craft a catchy headline that grabs attention and piques curiosity.
- Tailor the press release for a targeted audience: Make your material relatable to a specific demographic or industry.
- Polish quotes and testimonials: Edit your quotes to sound more authentic and genuine.
- Highlight key statistics or data: Integrate statistical data to emphasize its significance.
- Incorporate industry trends or insights: Introduce relevant trends to establish thought leadership.
- Emphasize unique value propositions: Amplify the unique features and benefits that set your product(s) apart.
Examples of Great Press Releases
Here are some examples of what a typical press release might look like:
Microsoft (January 15, 2024)
Press Release: Vodafone and Microsoft sign a 10-year strategic partnership to bring generative AI, digital services, and the cloud to more than 300 million businesses and consumers.
This press release announcing Vodafone and Microsoft’s 10-year strategic partnership is a masterclass in effective communication. Its power lies in several key elements:
- A Compelling Headline: It clearly states the partnership’s scope and benefits, highlighting trendy terms like “generative AI” and “digital transformation.”
- Highlights Quantifiable Impact: Mentions a large customer base (300 million) and significant investment ($1.5 billion), grabbing attention and establishing scale.
- Showcases Specific Initiatives: Outlines collaboration areas like AI-powered customer experience, IoT platform expansion, and African digital growth, showcasing concrete value creation.
- Includes Authoritative Quotes: Includes impactful statements from CEOs, adding personality and reinforcing the partnership’s significance.
Spotify (February 6, 2024)
Press Release: Spotify Technology S.A. Releases Financial Results for Fourth Quarter 2023
This Spotify press release announcing financial results is effective for several reasons:
- Clear Call to Action: It directs readers where to access the full details (website link) and invites participation in the Q&A session (instructions and details provided).
- Timely Information: Announces results promptly after completion, ensuring timely updates for investors.
- Quantifiable Achievements: Mentions key metrics like “602 million users” and “236 million subscribers,” highlighting impressive growth.
- Brand Positioning: Briefly reiterates Spotify’s platform dominance and unique offerings, strengthening its brand image.
- Accessibility: Provides multiple contact points for investors and media, promoting engagement.
Beyond Meat (February 13, 2024)
Press Release: Beyond Meat to Report Fourth Quarter and Full Year 2023 Financial Results On February 27, 2024.
This press release by ‘Beyond Meat’ is effective for several reasons:
- Clarity and Conciseness: The release gets straight to the point, clearly stating the purpose (announcing fourth quarter and full year 2023 financial results) within the first sentence. The short length keeps it easily digestible for busy readers.
- Actionable Information: It provides all the necessary details investors need to participate in the call, including the date, time, dial-in information, and webcast link.
- Accessibility: Offering separate contact information for media and investors demonstrates professionalism and caters to different audiences.
- Timeliness: Announcing the call 14 days in advance gives investors ample time to prepare and schedule participation.
Examples of AI-Generated Press Releases
Example: Bibliocafé Ltd.
This example follows Bibliocafe, a fictional bookseller and cafe operator focused on local experiences. Their mission statement reads:
Bibliocafé Ltd. is not just a bookstore or a café; it’s an experience, an escape, a sanctuary for curious minds and passionate hearts. We believe in the power of words to inspire and the magic of coffee to unite people. We aim to create spaces where literature and café culture intersect, cultivating moments of reflection, creativity, and community. Every book on our shelves is hand-picked, a testament to our commitment to bringing diverse, profound, and delightful tales to our patrons.
They want to create a press release around opening a new location in the Omaha, NE, area.
After completing the questions above, this is the result:
FOR IMMEDIATE RELEASE
Bibliocafé Ltd. Announces New Store Opening in Omaha’s Boys Town
OMAHA, NE – Bibliocafé Ltd., the bookstore-cafe known for blending local aesthetics with love for literature and cozy cafe offerings, is proud to announce the opening of its new location in Omaha’s historic Boy’s Town. Set to open doors on November 5, 2023, the new location promises a unique blend of community, culture, and comfort.
“We’re excited to expand our unique offerings into new locales like Omaha. We feel that this market is looking for new and comfortable ways to engage with literature and food,” said Jack Jackson, CEO of Bibliocafé Ltd.
At Bibliocafé Ltd., customers can expect more than just the average bookstore experience. Each location is tailored to reflect its community’s aesthetic and cultural sensibilities, creating a truly local experience. With a diverse range of books, magazines, and cafe food offerings, including quality coffee, Bibliocafé offers a haven for those who reminisce about local-feeling bookstores of the past.
The Omaha community is encouraged to visit the new store and indulge in the rich culture and ambiance that Bibliocafé Ltd. is renowned for.
About Bibliocafé Ltd.: Bibliocafé Ltd. is a bookstore and cafe that has been operating for five years, offering a unique blend of books, magazines, and cozy cafe food offerings. The business resonates with those who yearn for the local bookstore feel, with each store being tailored to its location’s cultural nuances.
For more information: Visit bibliocafe.com or contact [media contact details].
Distribution: PR Newswire
Have a basic press release idea or outline? Work with Media Shower to get it across the finish line.
Best Practices for Press Releases
- Start with a compelling headline: Capture attention with a clear, concise statement that highlights the “what” and “why” of your news. Instead of “Company Announces Product Launch,” try “Revolutionary AI Tool Streamlines Workflow, Saving Businesses 20% in Costs.” See examples here of attention-grabbing press release headlines.
- Make it news, not noise: Make your press release relevant and timely by connecting it to current events, trends, or industry challenges. If promoting a new sustainable cleaning product, mention growing consumer demand for eco-friendly solutions or tie it to Earth Day events.
- Keep it concise and relevant: Prioritize clarity and value. Avoid fluff and focus on information that matters to your audience. Instead of lengthy paragraphs, use bullet points to list key features, achievements, or statistics. Stick to 300-400 words (adjust based on content richness). Proofread meticulously for clarity and conciseness.
- Use an engaging and informative opening: Hook readers with a captivating first paragraph summarizing the key message and sparking their curiosity. Start with a surprising statistic, an intriguing question, or a quote from a prominent figure related to your news.
- Include key details and quotes: Back up your claims with quotes from experts or stakeholders. If announcing a partnership, mention the involved companies, their roles, and the expected benefits. Ensure quotes are relevant, concise, and attributed accurately. See some examples from Journolink here.
- Optimize for search engines: Increase visibility by naturally incorporating relevant keywords and phrases throughout your press release. If launching a fitness app, use keywords like “workout,” “health,” “mobile app,” etc., but avoid keyword stuffing.
- Add visual appeal: Enhance visual appeal and engagement with high-quality images, videos, or infographics directly related to your announcement. Include product screenshots, action shots of a new service, or data visualizations illustrating key findings. See this example from PR Newswire.
- Include contact information: Make it easy for journalists and interested parties to connect by providing clear contact information. Include a designated spokesperson’s name, title, email address, and phone number. Consider adding social media handles for further engagement. Offer multiple contact options for convenience. See this press release by Spotify.
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