Press Release Writing Tips – Additional Media

Sometimes one of the best ways to make your press release attractive isn’t even anything to do with the writing at all.

At 24-7PressRelease, we allow for images to be uploaded with any of our paid distribution packages, and with our $89 and above packages we allow for videos to be uploaded also. Take advantage of this!

As Pat Wootton at Prompt Proofing said in a recent blog post, “If a picture is worth 1000 words, then let it speak! Many people are predominantly visual and an interesting photo will draw them in, at the very least it may make them read the rest of the release.”

The same idea goes for videos, also. Don’t just upload the video to be displayed alongside your release; also include a link to the video on your company site or on YouTube. Don’t just upload the images; include links to them. If the images are of certain products, the best thing to do would be to include a link to the image on your site right next to the description of the product in the press release.

These varying forms of multimedia make your release stand out in the crowd, as it were, and will draw a greater variety of readers in. Every individual focuses differently; some people are very visual and will be more drawn in by images or video than by specific words. So use all the tools at your disposal!

Press Release Writing Tips – How to Engage With Your Audience

Continuing on with our tips on press release writing, today we discuss engaging with your audience.

Using this blog post by Pat Wootton from Prompt Proofing as a source, we provide some hints on how to help ensure your release performs well by being sure that it is fully engaging with your audience.

One of the main issues with press releases and their audience is that people have a very short attention span when reading online. Engaging with your audience is going to mean combatting this attention span – i.e. getting your message across as quickly and effectively as possible.

Here are some ways to combat this:

  • Keep the release brief. This is the easiest tool to put into action – people are bored by reading a lot onscreen (and reading on a computer is harder on your eyes too, so people tire quicker). Even if you don’t want people to read the whole release, if they open up your release and see a huge chunk of text, they are likely to just click away. Keep it short (we recommend 350 words or less)!
  • Use paragraph spacing wisely. For the same reason as listed in the above bullet point, a huge chunk of text will turn a reader off instantly. Break it up as often as makes sense, and keep your sentences brief (no run-on sentences allowed!). This will make your release much more readable.
  • Place all the essential information that you want people to know about in the first paragraph. That way if they don’t make it past the first few sentences, they have the general gist of what you’re trying to say anyway. One exception? Fine print details like dates, times, prices, phone numbers etc. This information should be neatly displayed at the end of the release. If you have explained simply enough what the sale, product or event is in the opening paragraph, people will quickly skim-read to find the essential details, so having them nicely and easily displayed at the bottom of the release will help them find it and help them have more impact without littering your opening paragraph with numbers.
  • Include a call to action in your release – some way in which people can take the next step. If your release has its desired effect, people are going to want to know MORE about you and your company after reading the release, so you need to provide them with a way to do that while you have their attention! This can be as simple as including a ‘click here’ link to your website, or a phone number.

Put these simple tools in place and watch as your readers engage with your release more and more.

Can the General Public Understand Your Press Release?

Your goal is to communicate your news using everyday language, so avoid overusing technical jargon. Not everyone understands your particular industry or its terminology as well as you.

Excess jargon will confuse your reader and may be enough for a journalist to pass over your release for one that is easier to understand. Leave the technical details for the phone call or follow up email. Once an editor contacts you, you might then give an interview or go into more depth on your particular topic. Chances are the editor will be more familiar with your industry, since he has taken the time to contact you.

Avoid flowery language, redundant expressions and unnecessary adjectives. These will detract from your story. And do not embellish or exaggerate your press release. If your release is written with embellishments, you will very quickly lose credibility. Keep in mind that this loss of credibility will carry over to future releases. Journalists will remember a source. They will remember a name. They will remember a web site. If you leave a bad taste in their mouth, they will remember the experience. This means the next time you submit a press release, which may be accurate the second time around, it will not be looked at because the journalist will remember you as someone who embellishes your press releases.

Create a Press Release that is Engaging

An engaging press release that includes an interesting ‘hook’ or angle is an tremendous way to receive exposure for your product or service.  This may lead to media interviews with potential appearances on television and radio stations, along with inclusion in newspapers or magazines.


The idea behind a release is to capture the attention of your audience, whether this is your home town, state, province, country or international market, and educate them about your product or service.  Another benefit of your press release is to assist with online exposure and search engine optimization (SEO).


We cannot stress enough the importance of a well written press release with proper formatting. We are continually coming across inaccurate, poorly written or unedited press releases that simply will not be read. They become a waste of time to journalists who are already bogged down with information overload. And some releases are just not publishable.