This post is written by Susanna Pak, Communications Officer at the Standards and Trade Development Facility at the World Trade Organization in Geneva, Switzerland.

  • The problem: Your press release can go unread in an inbox, as journalists and other key stakeholders deal with information overload.
  • Why it matters: If your target audience doesn't know what reports you've published or what initiatives you're launching, how can you engage them?
  • The solution: Find a messaging peg that surprises, enlightens or resonates with people on a human level, no matter how niche or technical the news may be.

How many emails does the average office worker receive in a day? Apparently, one hundred and twenty-one.

So for someone to click open your press release and spend a few minutes reading it, it needs to attract the reader's attention right away… and keep it. In addition to clearly covering the five W's – who, what, when, where, why – and the how, here are a few tips on how to do that.

Get your basics down

Before you write your first word, decide on your target audience. Is it policymakers? Is it institution heads, business leaders, or academics? Even if you have multiple audiences, it's a good rule of thumb to write for one audience. If you write for too many, you're targeting none. Also, think ahead about dissemination: What are the languages, time zones and days of the week that your core audience is most likely to engage? You can use web or social media analytics tools to find this info.

Start with the ‘so what?’

Arguably the two most important parts of a press release are the headline (which can also be the email subject line) and the first paragraph. The first couple of sentences should answer the question, ‘So what?’. In other words, why should the reader care? To hook your reader, you can:

  • Share a surprising stat or fact
  • Tie the news to a trending topic
  • Quote a newsmaker with an opinion
  • Offer something, such as a new report or tool

Write conversationally

To make your content easy to digest, spell out acronyms and avoid jargon. If you must use a technical term, explain what it means in everyday language. Use the active voice whenever possible.

Give examples

To make a high-level finding relatable, complement it with a concrete example. For instance, to announce the launch of a report on the impact of climate change on agriculture, include a quote from a coffee farmer in East Africa about how rising temperatures are increasing pest spread and reducing harvests, leading to lower incomes. Connect this quote to data on how lower production impacts global coffee prices. Using examples and quotes can bring colour to an otherwise corporate-sounding press release.

Keep it short

Chances are the reader doesn't have a lot of time. Keep sentences short. Use the fewest number of words needed to convey all key points. Include links to related resources, including your website and social media, for those who want to learn more. Also include the name and contact details of the media officer, in case journalists would like more information or a quote from a senior official at your organisation.

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