FAQ
How should I structure the headline to maximize media pickup?
Craft a headline under 12 words that answers the ‘who, what, where, when, and why’ of your announcement. For example, ‘Local Bakery Launches Gluten-Free Line, Expands to Downtown Location’ clearly signals newsworthiness. Avoid jargon or vague phrasing, and place the most compelling detail first. The template’s headline section is designed to help you refine this with space for a subhead that adds context.
What details should I include in the boilerplate section to make it useful for reporters?
The boilerplate should briefly summarize your organization’s mission, key achievements, and any relevant stats—such as years in business or market reach—within 3–4 sentences. For instance, if announcing a product launch, mention your company’s expertise in that field and how it differentiates you. This section helps reporters quickly understand your credibility, so avoid generic descriptions. The template provides a dedicated space to keep this concise and impactful.
Can I use these templates to announce both positive and sensitive news, like a layoff or restructuring?
While these templates provide a standard structure, sensitive news requires additional care. Use the existing format for clarity and transparency, but focus on the ‘why’ behind the changes—such as strategic shifts or financial realities—and emphasize support for affected employees. Avoid jargon and consider adding a quote from leadership acknowledging the impact. For highly sensitive topics, consult a PR professional to refine the message before finalizing the release.
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