Press releases are one of those things everyone assumes they know how to write—until they actually sit down to do it. Then suddenly, you’re staring at a blank screen wondering how to make your company update sound like news and not just another corporate announcement.

Here’s the truth: most press releases never get read beyond the headline. Journalists, bloggers, and even readers are flooded with hundreds every day. But the few that do stand out share one thing—they tell a story worth reading.

The good news? You don’t need an expensive PR agency or a paid distribution plan to make that happen. You just need clarity, structure, and a little bit of humanity in your writing.

Let’s break it down.

1. Start with the Story, Not the Spin

Before you write a single word, ask yourself one simple question: Why should anyone care?

That’s not cynicism—it’s clarity. Free platforms are filled with generic releases about “synergy,” “innovative solutions,” and “unparalleled growth.” None of that means anything to a reader.

Instead, find the story buried inside your update.

• Did you solve a real-world problem?
• Did you launch something new that changes how people do things?
• Did you reach a milestone that shows your growth or impact?

Start there. A good press release isn’t about the company talking—it’s about the world listening.

2. Craft a Headline That Earns the Click

Think of your headline as the make-or-break moment. Journalists skim. Readers scroll. If your headline doesn’t make them stop, the rest doesn’t matter.

A great headline is:

• Specific, not vague.
• Active, not passive.
• Readable, not buzzword-heavy.

For example:
❌ “XYZ Company Announces Innovative New Platform for Efficiency”
✅ “XYZ Launches App That Cuts Small Business Paperwork by 50%”

One feels corporate. The other feels like news.

If possible, add an element of time or urgency (“this week,” “for 2025,” “now available”)—it signals relevance.

3. Nail Your Opening Paragraph

Your first paragraph should answer the “who, what, when, where, and why”—without fluff.

This is where you deliver the hook. Imagine a busy editor reading only your first three sentences. Would they understand what’s new and why it matters?

• Here’s a simple structure:
• Lead with the announcement.
• Explain why it’s important.

Tie it to a larger context or trend.

Example:

Singapore-based startup BrightLeaf today launched an AI-powered platform that helps retailers reduce food waste by tracking freshness in real time—a move that aligns with the city’s growing sustainability efforts.

Short, clear, and full of relevance.

4. Add a Quote That Sounds Human

Most press releases ruin good quotes with corporate jargon. (“We are thrilled to leverage cross-platform synergies…”) That’s not a quote—it’s a brochure.

Quotes are your chance to add voice, emotion, and personality. They should sound like something an actual person said, not something a committee approved.

Here’s the difference:
❌ “We are excited to announce the launch of our new platform.”
✅ “This launch took two years of listening to small businesses. We wanted to build something that saves time—not adds another tool to manage.”

Good quotes give readers a glimpse behind the curtain. They bring warmth and credibility to an otherwise factual release.

If possible, include two quotes—one from a leader (vision) and one from a customer or partner (impact).

5. Focus on Facts and Data

A press release is not an ad. It’s journalism in miniature. That means you need details that can be verified, not claims that sound exaggerated.

Include data wherever possible:

• “Used by over 10,000 small businesses.”
• “Reduced downtime by 32% in pilot tests.”
• “Backed by a $1.5 million seed round.”

Numbers give credibility. They also make your release more quotable for reporters who want to back up their stories with facts.

6. Keep It Short and Scannable

The best press releases rarely exceed one page—two at most. You’re not writing a novel; you’re delivering clarity.

A good rhythm looks like this:

• Headline (1 line)
• Subheadline (optional, 1 line)
• Opening paragraph (3–4 sentences)
• Quote #1
• Supporting details or stats
• Quote #2
• Boilerplate (“About Us” paragraph)
• Contact information

Use short paragraphs and subheads to break up text. If it looks intimidating, it won’t be read.

7. Add a Visual Element

Even on free platforms, visuals make a difference. A simple product image, logo, or event photo increases engagement dramatically.

People remember visuals faster than text. They also make your release more shareable on social platforms.

If possible, include:

• A clean company logo
• A product shot or launch event photo
• An infographic summarizing key data

If the platform doesn’t support image uploads, link to one visually strong element in your copy (“see attached photo” or “image available upon request”).

8. Write an “About” Section That Actually Says Something

Most companies treat their “About Us” section like an afterthought. But this paragraph often gets quoted or used verbatim by media outlets.

Keep it tight, but meaningful:

BrightLeaf is a Singapore-based startup helping retailers reduce food waste through smart inventory management. Founded in 2022, the company combines AI with sustainability to make efficiency greener.

No jargon. No mission-statement fluff. Just who you are, what you do, and why it matters.

9. Make It Easy to Contact You

This sounds obvious, but many releases forget to include working contact details—or bury them at the bottom of a PDF attachment.

List a real name, phone number, and email address for someone who can actually answer questions. Bonus points if they respond promptly. Nothing kills potential coverage faster than a journalist who can’t get a quote because no one replied.

Example:

Media Contact
Sarah Lim, PR Manager
media@brightleaf.co

+65 9123 4567

That’s it. Simple and professional.

10. Optimize for Free Platforms Without Looking Spammy

Free distribution services can still get your release indexed by search engines—but you need to help them.

Here’s how:

• Include your main keyword naturally in the headline and first paragraph.
• Use your company name consistently (don’t abbreviate or change spelling).
• Link once (max twice) to your official website or product page.
• Don’t stuff the release with hashtags or exaggerated claims.

Search engines love clarity. And readers love honesty.

11. Promote Beyond the Platform

Even the best-written release will fade quickly if you don’t amplify it.

Once your press release is published:

• Share it on LinkedIn and tag relevant partners.
• Send it to your email subscribers with a short note.
• Mention it in your next newsletter or blog post.
• Add it to your website’s “News” or “Updates” section.

You don’t need a PR department—just a plan to keep your story moving once it’s live.

12. Proofread Like a Pro

This one’s non-negotiable. Spelling errors, broken links, and awkward grammar instantly kill credibility. A journalist won’t take your story seriously if your release reads like a rushed draft.

Always:

• Read it aloud once (you’ll catch awkward phrasing).
• Use a second pair of eyes—someone unfamiliar with the topic.
• Double-check numbers, titles, and names.

Your release should sound confident, not corporate; polished, not overproduced.

13. The Takeaway: Tell a Real Story, Not a Script

Press releases still work—when they sound like news, not noise. Whether you’re using a free or paid distribution platform, the rules stay the same: lead with clarity, write with purpose, and sound like a human being.

At the end of the day, journalists and readers aren’t looking for perfection. They’re looking for a reason to care. Give them that—and even a free platform can amplify your story far beyond what you expect.

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