In today’s fast-paced digital world, getting your news out in front of the right audience can be a challenge. Whether you’re promoting a new product, announcing an event, or sharing company updates, one of the most effective ways to do so is through an AP (Associated Press) news press release. However, simply writing a press release is not enough — you need to craft a release that catches attention, stands out from the crowd, and is more likely to be picked up by media outlets.
In this guide, we’ll walk you through the process of crafting AP news press releases that get noticed. We’ll cover the key benefits of using this type of press release, practical tips for writing one that grabs attention, and common mistakes to avoid. By the end of this article, you’ll have the tools you need to create a compelling press release that makes a lasting impression.
Why Choose AP News Press Releases?
AP press releases are often the standard format for journalists and news organizations, which means they are formatted and written in a way that’s easy for editors and reporters to read and use. AP news press releases can make your content more appealing to media outlets, giving you a better chance of getting coverage.
Key Benefits of AP News Press Releases
- Wide Distribution: AP press releases are more likely to be picked up by major news outlets due to the standardization and professionalism associated with the format.
- Increased Credibility: AP news releases follow an established format that gives your content credibility and enhances its chances of being taken seriously.
- Higher Engagement: With proper writing techniques, an AP press release can grab the attention of readers, leading to increased engagement and interest in your news.
- SEO Benefits: Press releases that are optimized for search engines can improve visibility on Google and other search engines, driving more traffic to your website.
Understanding the Structure of an AP News Press Release
Before diving into the writing process, it’s important to understand the basic structure of an AP news press release. Here’s a breakdown of the key sections:
1. Headline (H1)
The headline is your first and most important chance to grab attention. It should be concise, informative, and compelling. A strong headline will give readers a reason to continue reading.
2. Subheadline (H2)
The subheadline provides additional context or expands on the headline. It gives a clearer idea of what the press release is about and serves as a secondary hook to keep the reader engaged.
3. Dateline (H3)
The dateline includes the city and the date of the release, typically written in uppercase letters. This helps journalists quickly identify the origin of the release.
4. Introduction/Lead Paragraph
The first paragraph should immediately answer the 5 Ws — who, what, where, when, and why. It should provide the most critical information of the press release.
5. Body Paragraphs
The body of the press release expands on the details introduced in the lead paragraph. Each paragraph should add more context, quotes from key stakeholders, statistics, or background information. Be sure to write in a clear, journalistic style.
6. Boilerplate
The boilerplate is a short section at the end of the press release that provides background information about the company, organization, or individual issuing the press release. It’s often a “one-liner” that helps readers understand the context of the release.
7. Contact Information
This section includes the contact details for someone who can answer questions or provide more information about the release. It should include the name, phone number, and email address of the contact person.
How to Craft AP News Press Releases That Get Noticed
Now that you understand the structure, let’s look at some key tips to make your AP press release stand out.
1. Write a Compelling Headline
The headline is arguably the most important part of your press release. If it doesn’t capture attention, your release won’t be read. Keep it short and to the point, ideally under 100 characters. It should convey the core of the news and spark curiosity.
Examples:
- “New Tech Startup Launches Groundbreaking AI Software”
- “XYZ Corporation Announces Partnership with Leading Charity to Tackle Climate Change”
2. Use the Inverted Pyramid Style
The inverted pyramid is a journalistic writing technique where the most important information is presented first, followed by less critical details. This format makes it easy for editors and journalists to quickly determine whether they want to cover the story.
Start with the key facts in the lead paragraph and gradually provide more detailed information in the body. This ensures that even if only the first few lines are read, the essential information is still communicated.
3. Incorporate Strong Quotes
Quotes add credibility and human interest to your press release. Include quotes from key stakeholders, such as company executives, industry experts, or customers. Make sure the quotes are meaningful and align with the main message of the release.
For example: “Our new software will revolutionize the way businesses manage their operations,” said Jane Doe, CEO of XYZ Corporation.
4. Be Concise and to the Point
Journalists are busy, and they don’t have time to sift through long-winded press releases. Keep your writing concise and focused. Avoid jargon, and eliminate any fluff that doesn’t add value to your story. Aim for a word count of 400 to 600 words for most press releases.
5. Optimize for SEO
Search engine optimization (SEO) isn’t just for blog posts. Press releases can also benefit from SEO best practices. Use your target keyword strategically in the headline, subheadline, and body of the press release. However, avoid keyword stuffing — it’s important to maintain readability and journalistic integrity.
6. Include a Call to Action
A good press release should include a clear call to action (CTA). This could be an invitation for the reader to visit your website, sign up for a webinar, or contact your sales team. The CTA should be specific, actionable, and aligned with the goals of your press release.
7. Proofread and Edit
Before sending out your press release, make sure to proofread it thoroughly. Typos and grammatical errors can detract from your credibility and make your release less professional. If possible, ask someone else to review it as well — a fresh set of eyes can catch mistakes you may have missed.
Common Mistakes to Avoid When Writing an AP News Press Release
- Overusing Buzzwords: While it’s tempting to use trendy buzzwords, they can make your press release sound insincere or exaggerated. Stick to clear, direct language.
- Neglecting the Audience: Your press release should be written with journalists and media outlets in mind. Avoid using too much industry jargon or overly technical language unless it’s appropriate for the intended audience.
- Lack of a News Hook: Make sure your press release has a clear news hook — a compelling reason why the information is relevant or newsworthy at this moment.
- Failure to Follow AP Style: AP style is the standard for press releases. Using proper AP style (e.g., punctuation, dates, and abbreviations) ensures your release will be taken seriously by media outlets.
- Forgetting Contact Information: Always include complete contact information, so journalists know how to reach you if they need more details.
Conclusion
Crafting an AP news press release that gets noticed requires more than just following a formula — it takes careful planning, attention to detail, and a clear understanding of your audience. By focusing on a compelling headline, using the inverted pyramid style, including strong quotes, and optimizing your content for SEO, you can create a press release that stands out and increases your chances of media coverage.
Remember, the key to a successful press release is making it newsworthy and ensuring that it’s easy for journalists to pick up. Keep it concise, focused, and professional, and always make sure to proofread before sending it out. With these tips in mind, you’ll be well on your way to crafting AP news press releases that grab attention and generate buzz.
