UBCNews - Business - How To Write Press Releases For Corporate Announcements: Experts Discuss

Episode Date: February 25, 2026

Welcome back everyone! Today we're tackling something that can make or break your company's visibility: corporate announcement press releases. And we're not just talking theory here—we're looking at templates that actually work. Press Release Zen City: London Address: 15 Harwood Road Website: https://pressreleasezen.com/

Welcome back, everyone. Today, we're tackling something that can make or break your company's visibility. Corporate announcement press releases. And we're not just talking theory here. We're looking at templates that actually work. Thanks for having me. You know, I think a lot of PR professionals get intimidated by the blank page, but having a solid template is like having a roadmap. It ensures you hit all the critical elements without missing anything important. Exactly. Let's start with the basics. What makes a good press release? It really comes down to three things.

Concise, informative, and attention-grabbing right from the start. Think about it. Journalists are sifting through hundreds of these. If yours doesn't hook them in the headline in first paragraph, it's getting buried. Right. And speaking of headlines, they're critical. What's the sweet spot for length? Keep it under 100 characters, if possible, though aiming for the shorter end, around 60 to 70

characters, works even better for search results in mobile. Use strong action verbs. Words like unveil or reveal tend to perform better than generic terms like launch, and be clear and direct. No ambiguity. Makes sense. Now, once you've got that headline nailed, what comes next in the structure? You need a date line, city, and date. Then your lead paragraph answering the five Ws. Who, what, when, where, and why. After that, you expand with body content. Include quotes from leadership, backup claims with data, and wrap up with a call to action, your boilerplate, and contact information.

So it's really about that inverted pyramid structure, right? Most important information first. Exactly. Journalists appreciate that because they can pull what they need quickly. And here's something people overlook. Understanding your target audience is vital. Are you talking to industry insiders or a broader audience? that shapes your language and tone.

Mm-hmm, absolutely. And length matters too. Aim for 300 to 500 words. That's enough to cover your key points without overwhelming the reader. Keep it focused. I want to talk about SEO in a moment, but first, let me share a quick story.

Early in my career, I sent out a press release that was way too long, probably 800 words, and buried the main news halfway through. No one picked it up. Lesson learned the hard way. Oh, we've all been there. I once spent hours perfecting a release,

only to realize I'd left off the contact information entirely. Talk about a face palm moment. Ha, that's the kind of mistake you only make once. But that's why templates help, right? They keep you disciplined. Exactly. Templates give you that checklist, so nothing slips through the crows.

That point about disciplined structure really sets up our next piece, optimizing for visibility. But first, a quick word from our sponsor. Looking to amplify your company's announcements and build real authority in your space, press release Zen is a media platform offering actionable insights at the intersection of PR and content marketing. Through free guides and expert analysis, you can learn how to drive traffic, reach new audiences, and scale your online visibility. Find out more at press release zen.com. Picking up on that discipline structure,

how do you handle SEO without sacrificing readability for journalists? Great question. You want to incorporate relevant keywords naturally, especially in your headline in first paragraph. Optimized headlines help your release show up in search results, which extends your reach beyond the journalists you pitch directly. And what about credibility? How do you make sure your claims hold up?

Data is your best friend. Support your message with statistics, research, or industry reports. It builds trust and makes your announcement more newsworthy. Basically, if you can back it up with numbers, you're going to have a stronger story. Journalists love a story backed by solid numbers. Right. And then there's the style guide. AP style, correct?

Yes, AP style is the standard. For headlines, you'll typically use title. case. Capitalize the first word, last word, and principal words, while lower casing shorter articles and prepositions. Spell out numbers 1 through 9, use numerals for 10 and above, and remember, AP style skips the Oxford comma in lists. Those little details matter. Now, you've got this polished release. How do you actually get it in front of journalists? The email pitch is key. The press release provides the information, but the pitch sells the story. Make it personal, research the journalist, and explain why this matters to their audience.

And do you recommend going for blanket coverage or offering an exclusive? It depends. Blanket coverage with an embargo can work if you coordinate timing carefully, but offering an exclusive to a major outlet often gets you better placement. Plus, once that story is live, other publications will pick it up anyway. So to everyone listening, have you thought about which strategy fits your next announcement? And once that article goes live, amplify it. Share on social media. Send it to investors and customers. Ask your team to spread the word. That initial coverage can snowball if you work it right. I see. Go on. Let's talk measurement. How do you actually know if your press release worked? Track media mentions website, traffic spikes, and social media engagement. Those metrics tell you if your message resonated and if you're driving real results. And this isn't a one and done thing, right? Not at all. Building media coverage is ongoing.

Many PR teams aim for monthly releases or at least one per quarter to maintain visibility and keep their company top of mind with journalists. In other words, consistency is what builds lasting relationships with the media. That consistency builds authority over time. Exactly. And remember, thorough proof reading is imperative. Grammar errors or unclear messaging can sink even the best. story. So true. Before we wrap, any final thoughts for PR professionals looking to improve their press release game? Review successful examples in your industry. Understand what makes them work

and adapt those lessons to your own template. Templates aren't about being formulaic. They're about ensuring you communicate effectively every single time. Perfect advice. Thanks so much for breaking this down with us today. My pleasure. Happy to happen.