By Judy Kenninger

With more than three decades of experience helping organizations communicate their stories, I’ve seen firsthand how a well-written news release can open doors, attract media attention, and elevate a brand’s reputation. Whether you’re announcing a major milestone or simply want to keep stakeholders informed, a news release remains one of the most effective and credible tools in your communications toolkit.

Why Issue a News Release?

At its core, a news release (also known as a press release) is a concise, factual announcement written in a journalistic style. Its primary goal is to inform the media and the public about something newsworthy happening within an organization. But the benefits go beyond information sharing:

• Visibility and Credibility: News releases help build your brand’s public image. When picked up by media outlets or industry publications, your news is seen as credible and vetted.
• Searchability and SEO: Distributing releases through online platforms boosts visibility and improves search engine rankings.
• Stakeholder Engagement: Releases keep investors, partners, and customers informed—and can prompt meaningful conversations with your audiences.
• Archival Value: They serve as a timestamped record of milestones and achievements, useful for internal reporting and marketing history.

What Makes a Good News Release?

Not all news releases are created equal. Here’s what separates a forgettable announcement from one that gets noticed:

1. A Strong, Newsworthy Angle
   Start by asking, why would someone outside my organization care about this? A good release focuses on developments that have relevance, impact, or interest to the intended audience.
2. A Clear, Compelling Headline
   Your headline should grab attention and communicate the essence of the story in one line. Avoid jargon. Think like a journalist and aim for clarity.
3. An Informative Lead Paragraph
   The first paragraph should answer the five W’s: who, what, when, where, and why. Don’t bury the lede—get to the point quickly and succinctly.
4. Supporting Details and Quotes
   Once the basics are covered, use the next few paragraphs to add context. Include one or two quotes from key stakeholders—ideally with some energy or perspective—not just dry facts. Quotes humanize the message and offer insight that can’t be captured in bullet points.
5. A Professional Tone and Structure
   Write in third person, use AP style (i.e., don’t randomly capitalize words), and keep paragraphs short. A good news release is easy to skim but still contains all the essential information.
6. A Call to Action or Next Step
   If the reader should visit a website, register for an event, or reach out for more information, be clear and specific. Provide contact details at the end.
7. Multimedia and Distribution Strategy
   Enhance your release with logos, images, or videos when appropriate. And make sure your distribution list includes not only the media, but industry contacts, customers, partners, and relevant online platforms.

Final Thought
Think of a news release not just as a notification—but as a bridge between your organization and the public. It’s a chance to tell your story in a controlled, strategic, and authentic way. Done right, a single news release can drive media coverage, generate leads, strengthen relationships, and create lasting impact.

Need help crafting your next news release?
I’m happy to assist. Contact me at [email protected] to get started.