by Steve Kellas

Have you wondered why your press releases aren’t really getting any attention? Why you put them out there and nothing happens? The press don’t notice and the traffic to your site doesn’t increase.

Did you know there’s a PR copywriting secret?

Derryck spent the first 3 years of his copywriting career writing press releases for the music industry. When we first met, we chatted about this part of his career and it sounded like a real trial-by-fire!

But he did tell me the secret.

The difference between 99.9% of boring press releases out there and ones that are ‘great’ press releases that actually get reprinted or reported on is this:

The closer your press release is to an interesting news article, the better it will do.

Overworked, underpaid journalists aside, this just makes sense because a great story is a great story no matter who writes it.

So what does ‘interesting news’ look like and how can you find the best story?

Pretend you’re the reporter.


Put your mind into the role of reporter and find the story angle that is most interesting about your business win, product or new service. This role-playing is a part of all great copywriting.

Get the structure right

Believe it or not, there is a structure to a persuasive news story. Just peruse a reputable newspaper and you’ll see that there is an elegant underlying structure. It’s called the inverted pyramid style of writing.

Interestingly, this is the same style of writing that web readers prefer. Lucky you.

Make it personal

Great press releases don’t just rattle on about how great the product is, or how wonderful the company is. They present a balanced story that is interesting, and they make it personal by adding quotations.

A quote is the opportunity to give insight into the compelling reasons for the story in the first place.

For example if you have a new product, the quotes are a great place to share why you wanted to make the new product and what problem it solves.

This absolves you from making those conclusions yourself (since you are playing the reporter and being neutral) and it allows your audience to relate to your company on a human level; to ‘hear’ the real reasons from the source.

That’s compelling reading. Now all you need to do is distribute your press release.

Of course, we’re always here to lend a hand with writing your press release and distribution too.

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