A well-crafted press release is an essential tool in the communication toolbox for businesses, public relations professionals, and marketers. Whether you’re announcing a new product, an event, a partnership, or a significant achievement, a press release provides the perfect platform to share your message with a wider audience. However, writing a press release can be a daunting task, especially when you’re not sure where to start. This is where a press release outline comes into play. In this guide, we will break down the essential components of a press release outline and provide you with a step-by-step framework to help you create a compelling press release that gets noticed.
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What is a Press Release Outline?
A press release outline is a structured framework that helps you organize the key elements of your press release before you begin writing. It acts as a roadmap, ensuring that you include all necessary components in the right order. A well-structured press release outline also helps maintain clarity and focus, ensuring that the message you’re trying to convey is clear, concise, and impactful.
Having an outline is crucial because it allows you to see the bigger picture and avoids common mistakes such as including irrelevant information or neglecting essential details. Once you have your outline, writing the press release becomes a much more straightforward and organized task.
Why You Need a Press Release Outline
Before diving into the specifics of how to create a press release outline, it’s important to understand why it’s necessary. Here are a few reasons why a press release outline is essential:
- Saves Time: Having a clear structure in place helps you write faster and more efficiently.
- Ensures All Key Points are Covered: A well-organized outline ensures that you don’t forget any critical information such as quotes, dates, or company background.
- Improves Readability: A clear outline ensures that your press release is easy to read and follow, which is essential when journalists are deciding whether to cover your story.
- Professionalism: A press release that follows an outline demonstrates a high level of professionalism, showing you understand the expectations and standards of the media industry.
Key Elements of a Press Release Outline
Now that you know why you need a press release outline, let’s dive into the key elements that should be included. While the exact structure may vary slightly depending on your specific needs, a well-rounded press release typically follows a standard format.
1. Headline
The headline is the first thing a journalist or reader sees, so it’s essential to make it attention-grabbing. It should be clear, concise, and provide a snapshot of the key message. A strong headline answers the question: “Why should the reader care about this news?” Make sure the headline is direct, to the point, and free from jargon.
Example: “XYZ Company Announces Groundbreaking New Product for Sustainable Living.”
2. Subheadline
The subheadline, also known as the subhead, appears just below the headline. It expands on the headline, providing a bit more context while maintaining the reader’s interest. Think of it as a bridge between the headline and the main body of the press release.
Example: “The Innovative Product Aims to Revolutionize the Eco-Friendly Market with Cutting-Edge Technology.”
3. Dateline
The dateline tells the reader when and where the press release is being issued. It should include the city of origin and the date the press release is being distributed. While this may seem like a small detail, it is a standard practice in press release writing and helps establish credibility.
Example: “Los Angeles, CA – April 18, 2025.”
4. Introduction
The introduction is your opportunity to hook the reader and provide essential information. In a press release outline, this section should cover the “who, what, when, where, why, and how” of your news. Think of the introduction as a condensed version of the entire press release, but with enough detail to pique the reader’s interest.
Example: “XYZ Company, a leader in eco-friendly technology, has announced the launch of its new sustainable product aimed at reducing carbon emissions in urban areas.”
5. Body Paragraphs
The body of the press release provides the detailed information about your announcement. Here, you should delve deeper into the specifics of the news, providing additional context, data, and supporting details. The body should be divided into several paragraphs, each focusing on a specific aspect of the announcement.
- First Paragraph: Provides more details on the announcement, explaining what it is and why it’s important.
- Second Paragraph: Includes supporting facts, such as data, quotes from company executives, or expert commentary.
- Third Paragraph: Can expand on the background or provide additional context about your company, the product, or the news event.
Each paragraph should maintain a clear and logical flow, ensuring that the reader can follow along easily.
6. Quote
Including a quote from a company spokesperson or an industry expert adds credibility and a personal touch to the press release. The quote should offer insight or a unique perspective on the announcement and help humanize your message.
Example: “We’re excited to introduce this innovative product to the market,” said Jane Doe, CEO of XYZ Company. “Our mission has always been to create sustainable solutions that positively impact the environment, and this product is a significant step in that direction.”
7. Call to Action (CTA)
A press release isn’t just about informing the public—it’s also about encouraging action. Whether it’s visiting a website, purchasing a product, or attending an event, your press release should include a call to action that directs the reader on what to do next. This section is essential for driving results from your announcement.
Example: “To learn more about the product or to schedule a demo, visit our website at www.xyzcompany.com.”
8. Boilerplate
The boilerplate is a brief paragraph at the end of your press release that provides background information about your company. This is a standard practice in press releases, as it offers the reader context about the organization behind the news. It should include a short description of the company, its mission, and its key accomplishments.
Example: “XYZ Company is a leading provider of eco-friendly technology solutions. Founded in 2010, the company has a long history of innovation in the sustainable tech space and is committed to creating products that reduce environmental impact.”
9. Contact Information
The final section of your press release should include contact details for media inquiries. This is crucial, as journalists may want to follow up for additional information. Include the name, phone number, email address, and website of the person or team handling press inquiries.
Example:
“Contact:
John Smith
Public Relations Manager
XYZ Company
Phone: (123) 456-7890
Email: [email protected]”
Press Release Outline Example
Here’s a quick example of what your press release outline could look like:
- Headline: XYZ Company Unveils Revolutionary Eco-Friendly Product
- Subheadline: New Sustainable Product Aims to Transform Urban Living
- Dateline: Los Angeles, CA – April 18, 2025
- Introduction: XYZ Company announces the launch of its new sustainable product designed to reduce urban carbon emissions.
- Body Paragraphs:
- First Paragraph: Details of the product and its features.
- Second Paragraph: Market research and supporting facts.
- Third Paragraph: Background on XYZ Company’s commitment to sustainability.
- Quote: “This product will make a significant impact on reducing urban emissions,” said Jane Doe, CEO.
- Call to Action: Visit www.xyzcompany.com to learn more.
- Boilerplate: About XYZ Company
- Contact Information: Contact details for press inquiries.
Tips for Writing a Great Press Release
While an outline can guide you through the process of writing a press release, here are a few tips to ensure your release stands out:
- Keep it Newsworthy: Make sure the content of your press release is truly newsworthy and relevant to your target audience.
- Be Concise: Journalists are often short on time, so make sure your press release is brief and to the point. Stick to the most important information.
- Use Proper Formatting: Follow the standard press release format to maintain professionalism and make it easier for journalists to use your release.
- Avoid Jargon: Use simple, clear language and avoid industry jargon that might confuse the reader.
Conclusion
A press release outline is a vital tool for creating a compelling and effective press release. By organizing your ideas and structuring your content before you begin writing, you ensure that your message is clear, focused, and engaging. With the right outline in place, you can confidently craft a press release that captures attention, delivers valuable information, and achieves your communication goals.
