Как написать пресс-релиз — рекомендации, форматы, примеры

Технологии и стремительное развитие социальных сетей изменили способы применения информации. Но даже сейчас, когда подавляющее большинство потенциальных клиентов предпочитают пролистывать заголовки в Twitter или искать новые тренды в ленте Facebook, пресс-релиз — один из наиболее эффективных инструментов, которые помогают компаниям освещать важные события в СМИ и поднимать их позиции в поисковой выдаче.

Сегодня пресс-релизы распространяются онлайн. Независимо от того, продвигаете ли вы стартап, рекламируете продукт или услугу или стремитесь привлечь внимание к некоммерческому мероприятию, пресс-релиз может стать лучшим инструментом для бесплатного пиара. Хорошо написанный пресс-релиз позволяет привлечь внимание репортеров, редакторов, телевизионных продюсеров и пр. — всех, кто поможет распространению публикаций о вашем бизнесе или продуктах. Стоит учитывать, что ваш сюжет охватит максимальную аудиторию, если будет опубликован не только в национальных СМИ, но и будет освещен местными региональными изданиями.

В статье мы расскажем, как написать простой и в то же время эффективный пресс-релиз, который принесет вам освещение в СМИ и станет ценной составляющей вашего маркетингового контента.

Рекомендации по формату пресс-релиза

Пресс-релиз — это официальное сообщение компании, факты в котором изложены в журналистском стиле. Как правило, при написании пресс-релиза следуют четкому формату, который упрощает процесс написания и гарантирует, что читатели получат информацию оптимальным образом.

При подготовке пресс-релиза стоит проявить некую креативность и подумать о своей истории с точки зрения читателя, решить, что привлечет внимание людей и вызовет дальнейший интерес. После этого нужно определить факты, которые представят новость как можно объективнее. Это поможет придать новости правильный тон и сделает ее лучше для восприятия.

Пресс-релиз — довольно краткая форма. Оптимальный размер — одна страница или 400-500 слов. Текст должен быть точным и содержать только существенный детали. Если вы сделаете свой пресс-релиз похожим на историю, его с большей вероятностью опубликуют. Если вы никогда не писали пресс-релизы, хорошая идея — воспользоваться шаблоном.

Обсудим компоненты эффективного пресс-релиза. Стандартная структура включает:

Headline text in Initial caps

It is a brief attention-grabbing sentence that summarizes your news. Reporters get lots of releases every day so you should invest your time to write a compelling headline that is simple and short (within 70-180 character range), clearly focuses your audience’s attention on your topline message, and inspires them to read further. Don’t try to impress journalists with your extensive vocabulary. Instead, you should use language that is easy to understand. Your headline should be centered and bolded and you should use a larger font than in the body text.

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Sub-headline text (optional)

It is an additional brief statement that informs, explains or quotes something and develops your message further. Keep in mind that the sub-headline should not repeat the information that you have presented in the headline.

Location and the date of the press release

You can use the following format to identify the geographic information and the release date:

(Country, state, city), month, day, year

The dateline should be separated from the first paragraph by a dash.

The press release content

A press release should be at least three paragraphs long. The first paragraph should contain the most important information and cover the who, what, where, when, and why/how of the press release. It means that you should present the facts about your important event or new product that summarize the whole story. You should stick to the point and avoid hype.

Additional paragraphs provide supporting materials and further important details. They can contain statistics, significant background information, photos, videos, audio clips, and direct quotes from staff, industry experts, clients, customers, peers or donors. Ideally, the quotes should be from key stakeholders in your company. Write your body paragraphs in a journalistic style so that national and local media outlets will be able to use your content as-is.

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Boilerplate

Below your last information paragraph, you should include a short positive statement about your organization or company. It should be a factual description of what your company does and you can use the boilerplate repeatedly in different press releases. It can contain information about your company’s website, scope or length of business, a slogan, and more.

Closing contact information

At the end of the press release, you should provide the contact information: the name, phone number, and email address of the PR contact who can give additional information and answer all the questions about the press release. Your contact information may look like in this example:

Contact: John Black, Media Relations
Tel.: (123) 456-7890
jblack@email.com

You can also include links to the social media pages.

End notation

If you press release has two pages, the first page should end with “-more-“ and the final page should end with three hash marks, like this ###.

A relevant, readable, and relatable press release can be a valuable medium for communicating news to your audience, especially if you use a creative approach, but writing a press release that can become a great branding and credibility tool is not easy. For this reason, here we have good free samples of press release templates that were written according to the standard formatting guidelines that we detailed above. They cover various topics and will guide you towards successful media campaigns. Use these winning samples as starting blocks or models or as inspiration to generate interesting ideas for your own successful news releases that will intrigue reporters and editors.


Пресс-релиз мероприятия образец

Текст примера


Пресс-релиз выставки

Текст примера


Пресс-релиз концерта пример

The Company Announces New Executive Hire

Текст примера


Press Release Example For Product

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Press Release Template For Donation

The Company Announces US$XXX,XXX Donation, as well as Relief Options for Customers, to Support Communities Affected by Hurricane Irma

City, Country, MM. DD, YYYY /PRNEWS.IO/ - The Company today announced a donation of US$XXX,XXX to the Red Cross to help support communities affected by Hurricane Irma.

"Our communities always come together in times of need and adversity, and this event is no different," said Spokenperson, Regional President, The Company branch. "Our thoughts are for the safety, security and well-being of everyone who has been affected by Hurricane Irma, and our most sincere thanks goes out to all of the first responders and volunteers who are working to ensure the safety of those living in affected communities."

In addition to this donation, The Company, which has XX locations and approximately XXX employees in Florida, is supporting its customers in a variety of ways. Relief options for those affected by Hurricane Irma include:

  • Waiving ATM and overdraft fees
  • Fee waivers, including late fees, extensions on payment due dates for mortgages, loans and lines or reduced credit card payment amounts
  • Low-interest loan options to residents in the impacted areas

Customers affected by Hurricane Irma are encouraged to contact the branch for help by calling X-XXX-XXX-XXXX, 24 hours a day, seven days a week. The Company's customers can call X-XXX-XXX-XXXX, Monday through Thursday 9:00am – 9:00pm ET, Friday 9:00am – 6:00pm ET, and Saturday 9:00am – 1:00pm ET., to discuss potential payment and disaster assistance options. Additional information is also available at website.

The Company encourages businesses and individuals who would like to help to donate online at: http://www.redcross.org.

About The Company

Established in YYYY, and currently marking its XXXth year of operations, The Company is a highly diversified financial services provider based in Region. With total assets of $XXX billion as of MM DD, YYYY, and more than XXXX employees, company provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than XX million customers and conducts business through three operating groups: Personal and Commercial Banking, Wealth Management and Capital Markets.


Press Release Template AP Style

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Press Release Template Art Exhibition

New Exhibition in Birmingham at The Pen Museum - Black Country: The Pit to the Pen

BIRMINGHAM, England, September 11, 2017 /PRNewswire/ -- A brand new, temporary exhibition opens in the heart of Birmingham's Jewellery Quarter at the Pen Museum.

The Pen Museum aims to preserve and promote the legacy of Birmingham's steel pen trade which at one time provided 75% of the world's pens. As part of a recent launch of new facilities and exhibition space, the museum has teamed up with local poet, Elinor Cole and Dudley Museums Service to create a new exhibition, 'Black Country: The Pit to the Pen'. Visitors will be able to see Elinor's poetry alongside the etchings of Solihull-born Richard Samuel Chattock whose contemporary works depicted the harsh industrial life in the 1870s Black Country, in stark contrast with many other artists of the time.

Elinor Cole is a local poet whose main inspiration comes from the rich heritage of the Black Country, where she lives. Her portfolio of work focuses on the industry of the region, but the poems also touch upon the cultural aspects of the area - popular pastimes, local folklore, and the unique dialect of its people. She said of the new exhibition:

"My poetry found new resonance when it was displayed beside the wonderful etchings of R. S. Chattock, whose scenes of the industrial Black Country gave a backdrop to the stories I was trying to tell. In the Pen Museum, themes of industry and art go hand-in-hand, making it the perfect place to host this exhibition."

Anthony Hayes, Operations Manager of the Pen Museum said:

"This exhibition is the perfect way to launch our new gallery space. Elinor's poetry and the Victorian etchings really encapsulate the spirit of the Black Country and will give our visitors the chance to experience more of the Midlands' industrial heritage."

The exhibition is on until 31/01/2018


Press Release Template Band

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