How to write a press release for your design brand – DesignWanted
Learn everything you need to know to create a successful press release by following these simple steps and make your design and architecture brand outshine the rest.
Ever wondered where most of the news you read online come from?
Easier than you thought: press releases!
Or, how do journalists seem to always be up to date with new products just launched on the market by your competitors?
Again: press releases!
If you are reading this it might actually be you already knew that… and even if you didn’t, don’t worry: we got you!
In this article, we will tell you everything you need to know in order to write a killer press release that will help your brand and your products stand out in the inbox messages of a journalist and in the news. No magic, maybe a bit of strategy and dedication… and our pro tips, of course!
If you want to know why Digital PR is essential for every designer, don’t miss 5 Reasons why designers should consider Digital PR[1].
Let’s start from the basics: what the heck is a press release?
A press release is an official document released to the press containing some information concerning a particular topic.
Boring, huh? Not necessarily, that will be up to you!
See it this way: you just designed the coolest chair[2], why would you need to write a lame press release to announce it? Your product is cool, you strongly believe that (otherwise you wouldn’t have designed it… we hope!), then make it even cooler on the paper!
Your ultimate aim when writing a press release should be that of addressing new potential customers through the publication of news related to your business by the press: even if the key is enhancing your brand, we would recommend you to do that in a modest and slightly detached way.
As a matter of fact, a press release is usually written in the third person: a perfect one is usually characterized by a balanced combination of personalization and objectivity.
Now, it will probably sound more difficult than it actually is!
Essentially, a press release should provide a journalist with all the information necessary to publish an article about a relevant topic (you identified).
It needs to arouse their curiosity… not to send them to sleep!
It’s good practice to write several versions of a press release in order to segment your list of press representatives (if we lost you on this, we would recommend you read THIS article[3]), making sure each version is enough, or not too much, technical for those who receive it.
If you are wondering “why should I even bother writing a press release?”, you should probably go no further: stop here, take a look at our article about the importance of Digital PR[4] for a designer and come back later.
To be 100% clear: sending your first press release is not probably going to immediately result in several super influential online publications… again, dream big but try to give it time!
Little by little, press releases will become your most powerful marketing tool. Bang!
What should your press release be about, then?
Something newsworthy! As long as you are doing something interesting, you should be good to go…
Of course, it doesn’t necessarily need to be something that turns the design[5] world upside down.
Here, you can find a couple of examples:
- Launch of a new product
- An event you are hosting (presentation of your last collection) or that you are about to take part in (e.g. Maison&Objet[6], Salone del Mobile[7], NYCxDesign[8])
- Industry study
I am sure you will agree with us: the last option certainly constitutes the juiciest one you might give to the press. However, it takes way too much time and it gives limited visibility to your brand: we would probably suggest you take it into consideration in the future!
If you want to know how to build a successful press representatives list, check out 7 Fundamental steps to build an effective list of press representatives[9].
OK, I have identified the topic… what next?
Now, it’s time to work on your news and refine it.
Specifically, it’s time to find an angle that could turn your news into a solid hook. The stronger the hook, the higher the chances people will find you press release appealing.
Try to make it your topic original… use your creativity! You are an artist after all…
Done?
Ok, you have finally got to the point you have a blank sheet of paper in front of you and you are holding a pen in your hand.
A bit old-fashioned maybe, let’s make it more 2020… you open a new document and the cursor is ready for you to do your magic!
You should imagine your press release as a down-going staircase: the most important information has to be stated in the beginning… and it gets easier as you write it.
So, let’s take a closer look at the anatomy of a press release.
Headline
We would say 100% of journalists will decide whether to continue reading your press release based on your headline.
Huge!
A headline should:
- kick things off about the topic of your press release
- highlight the angle
- include your company name
Ideally, in this order.
Using the passive form is usually a good idea: it is more appealing and concise. Go straight to the point but don’t forget your aim is to arouse curiosity.
Subheadline
We wouldn’t argue a subheadline is mandatory in a press release, but highly recommended!