Press releases are used to let the public know what you or your company are doing. Maybe you have a new product that will make lives better. Or, you are opening a new service business. Sometimes, you might sponsor or host an event and want to invite the community. You can do any of these and more with a well-written news release.

Not all releases are created equal, however. A powerful press release has three specific qualities. These qualities grab reader attention and keep it.

Write a powerful headline.

Without a strong headline, readers won’t find you, much less read what you’ve written. Figure out what you want to tell your audience about your product, service or event. Think about what makes it exciting or interesting. Why should your reader care? Once you figure it out, keep a couple of thoughts in mind.

1. Use positive words. Negative headlines can turn readers off.
2. Be surprising. In other words, don’t just recite the basics. Make the headline pop.

Compose a Strong Lead

Powerful press releases are top heavy. This means that they contain the most important information at the top. Your lead, therefore, must be the most compelling and informative sentence or two of the entire piece.

You can do this by using it to answer the standard six journalism questions: Who? What? When? Where? Why? and How?

If you answer these accurately and with some style, you’ll hook the reader. And that’s exactly what you want.

Generate Excitement

This is not a lecture. This is not a sales pitch. It is an article that is meant to inspire the reader to action. Think about the newsboys of yesteryear standing on street corners, yelling, “Extra! Extra! Extra!” What is it about the topic of your release that might make people excited enough to stand on street corners and yell? Infuse the whole thing with this excitement.