Top 5 Tips How to Write a Press Release and Get Published
If you're trying to create more impact on social media to amplify your thought leadership then you won’t want to miss this episode.
I know many close friends and colleagues who have written a book. They’ve put in the hard work and time to make their product the best that they can. But they often fail to realise that no one will know about it unless you put just as much effort into promoting it afterwards. How do you get maximum exposure and get the word out about your work? Press releases are a great way to go. But, like many things, it’s not just about writing anything—it’s about writing something that gets attention, keeps it, and encourages people to act.
I had the pleasure of speaking with Mickie Kennedy, founder of eReleases, a press release distribution company. Here are 5 top tips I have gleaned from this episode on how tech professionals can boost their chances of getting published and generating a buzz with their press releases.
📝 Tip 1: Focus on the Story, Not the Sell
A common mistake tech founders or product creators make is being too "salesy" in their press releases. Journalists don’t care about the latest features of your app—they care about stories that will engage their audience.
Instead of writing about how amazing your product is, think of it from the reader's perspective. What problem are you solving? Does the press release entertain or inform? If you’re launching a new AI tool, include a real case study. For example, “After using our AI tool, XYZ company reduced costs by 20% in just three months.”
Research shows that 71% of journalists feel overwhelmed by the number of irrelevant pitches they receive. They’re far more likely to engage with a release that tells a relatable and human story.
Still stuck on how to create a story? Learn from some master storytellers like Chirag Nijjer in Using Stories to Explain What You Do.
📊 Tip 2: Use Data to Stand Out
We all know that numbers speak louder than words. Adding stats or survey results gives your press release weight. If you don't have direct data, make some. Run a quick survey with tools like Typeform or even Google Forms, especially focusing on what resonates with your industry.
For tech professionals, this could be as simple as running a survey around the use of AI in the workplace and sharing unexpected findings. Something like, “62% of tech workers fear AI will replace their jobs by 2025” is far more engaging than just a product update.
A solid example of a press release might start with:
"According to a recent survey, 45% of IT managers believe they will need to retrain their workforce to adapt to AI."
Make sure the numbers you pull are strong, and relevant, and clearly explain the value of your product or service.
💥 Tip 3: Hook Them with the Headline
People are bombarded with content, so your headline needs to grab attention immediately. Think about how journalists scan hundreds of emails a day—your headline needs to make them stop and read.
Instead of writing a dull headline like "New AI tool available from ABC start-up", you could be more specific and engaging:
"New AI Tool From ABC Start-up Cuts 20% Off Data Processing Time in Just 2 Months".
Did you notice how the second headline has both specifics (20% off) and urgency (just 2 months)? That’s what catches attention.
Some key elements to focus on when crafting your headline:
Be specific.
Include data or a tangible benefit.
Keep it short and avoid jargon.
Be clear, not clever.
🤝 Tip 4: Use a Strong Quote
Quotes add personality to your press release—and give journalists something extra to work with. A weak quote sounds generic and uninspired, while a strong one injects emotion and authority.
Here’s an example of what not to say:
“We’re really excited about the launch and believe it’ll help a lot of people.”
Instead, write something bold.
"We believe this launch is going to disrupt everything you know about logistics," or “By the end of this year, our goal is to save businesses over £100k in operating costs through AI integration.”
📅 Tip 5: Don't Overlook Timing
Timing can be everything when distributing your press release. If you're launching a new product, think about how you can tie it to something topical. Is there a big industry event? A tech boom or a news story dominating the headlines?
For example, if AI is in the news for some major new development, drop your AI-related release during that same week. You might even include a link between the news and how your product is the perfect response to that.
If you're not connected to an existing story, consider other key times to release your news. At the start of the year, predictions are big, so you could release something titled, "5 Predictions For AI in 2024 and How Tech Professionals Should Prepare".
A study by BuzzStream showed that Thursdays are the best day for journalists to receive pitches. Avoid sending press releases late on a Friday or close to holidays as they often get buried in the end-of-week shuffle.
Conclusion
Tech professionals have a real opportunity to stand out with their press releases, but only if they're strategic. Press releases aren’t about rattling off features or cold stats. They’re about telling engaging stories that catch the eye of journalists, showing why what you’re doing matters.
Focus on your story, back it up with credible data, engaging quotes, and time it just right—you’ll be well on your way to getting picked up in major publications.
To dive deeper into improving your storytelling skills, here are a few great books related to PR and marketing:
"Made to Stick" by Chip Heath & Dan Heath
"Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger
"Influence: The Psychology of Persuasion” by Robert B. Cialdini
"The Storytelling Edge" by Shane Snow
To learn more about digital marketing, you might want to explore Self-Help - Utilise Digital Marketing to Reach More People.
Guest: Mickie Kennedy
Mickie Kennedy is an expert at helping small businesses, authors, and startups increase their visibility and credibility through tier-1 press release distribution. Mickie founded eReleases 25 years ago after realizing that small businesses desperately need a press release distribution service they can actually afford, giving them access to the media and to a national newswire – all with a personal touch. Mickie lives in Baltimore County, Maryland.
Mickie has created a free video Master Class on how to create a winning PR strategy, based on the PR campaigns of his most successful clients: https://www.ereleases.com/plan/
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