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Tips for Writing a Press Release

By July 14, 2020No Comments

Do you have some exciting news to share at your child care center? A press release is a great way to share your big announcement! Follow our press release tips to capture the attention of editors, journalists and parents.

What is a press release?

A press release, or news release, is a short, one- or two-page document describing a news-worthy story to be shared with the media and your child care center’s network. Maybe your center has an exciting event coming up, you’re partnering with another child care center, or you’re announcing a second location. Press releases can help your center earn media coverage, increase brand awareness among local families, and drive website traffic!

Tips for Writing a Press Release

1. Grab your readers’ attention with a good headline.

The headline is the first thing your readers will see when they look at your press release! It’s important that you capture their attention from the start with an engaging, bolded headline. If your headline is longer than one line of text, shorten it and add a subheading in italics.

2. Get straight to the point in the first paragraph.

The first paragraph of your press release, beneath your headline, is called the lede paragraph. When you’re writing the lede paragraph for your press release, assume that your reader will only read the first sentence or two, and scan the rest. Think of your introductory paragraph as a short summary of your center’s big news! Include the most important information (who, what, where, why and how) in the first sentence.

3. Keep it short and simple.

Don’t bore your readers with an overly long press release! One page is best, however, two pages is also acceptable. Keep your story concise and relevant by condensing your news to its simplest form, with hard dates, numbers and valuable background information.

Use the metaphor of a pyramid or an upside down funnel to guide your press release copy. Introduce the most important news in the lede paragraph. Then, support your lede paragraph in the body of your press release with additional facts or details, in order of importance (with the least important at the bottom). Finally, include any “extra” information that might intrigue your readers in the tail of your press release, such as a personal story.

4. Include a quote.

Demonstrate credibility to your press release reader with a brief quote. Quotes offer context around your exciting announcement while providing a human aspect that shows how the news is affecting your center or your families. Make sure your quote is from a relevant, credible source, such as a center owner, staff or one of the center’s loyal families.

5. Add a short paragraph about your center.

Add an “about” section after your news with a short description of your child care center’s services, values and mission. This standardized section is called the boilerplate.

6. Provide contact information.

At the end of the press release, be sure to provide your center’s email, phone number, website and social media links, and any other relevant links where they can find more information about the announcement. For example, you may want to include a specific landing page on your center’s website, a blog post or social media post.

7. Proofread for grammar and spelling!

If you want a journalist, editor or parent to take your news seriously, it’s important that your press release is grammatically flawless! Read it over yourself, and then have someone else proofread to check for any spelling or grammatical errors you might’ve missed.

Where to Submit Your Press Release

Once you’ve written your press release, it’s time to distribute your big news! Where should you submit your center’s press release? Think outside of the box. Think locally. Here are some ideas to help you get started:

  • Local news agencies (bees and pennysavers, media companies, radio stations)
  • Relevant child care blogs
  • Facebook Groups (parent groups, family-oriented groups, child care network groups)
  • Your center’s website and GMB account
  • Child care network websites
  • Local school districts
  • Local pediatricians

Build a media contact list in an Excel document or Google Sheet to stay organized and keep track of who you’ve already contacted. You can also save the document for future use. Once your news is published, be sure to share it on your center’s social media platforms and website!