3 Tips to Craft Compelling Narratives in Press Releases
PR Thrive
3 Tips to Craft Compelling Narratives in Press Releases
Unveiling the secrets of effective storytelling in the press, this article brings forth expert insights to enhance narrative crafting. Discover strategies that go beyond traditional press releases to captivate and engage audiences. Drawing from industry leaders, learn to initiate strong hooks and intrigue, setting the stage for impactful communication.
- Start With A Strong Hook
- Lead With Something Intriguing
- Avoid Relying Solely On Press Releases
Start With A Strong Hook
A great press release isn't just about sharing updates or information, it's about telling a story that makes people care. The best ones hook the reader from the start, keep them engaged and make it easy for journalists to see why it matters.
At Orange Line, we focus on three key things when crafting a compelling narrative. First, we start with a strong hook. Journalists and readers don't have time to dig for the story. We lead with the most interesting, newsworthy angle upfront, this could be a bold claim, surprising data or a unique perspective.
Keep it clear, concise and engaging. We avoid using jargon and fluff, and stick to a clean, compelling narrative that flows naturally and keeps people reading.
And finally, make it human. Stats and facts are great, but stories connect people. Whether it's a real-world impact, a customer success story or an insight from a spokesperson or expert, we bring the human element into every release.
A press release should feel less like a corporate announcement and more like the start of a conversation. If it sparks curiosity and makes journalists want to share the story, you've done it right.
Lead With Something Intriguing
A great press release isn't just about announcing something-it's about telling a story that people want to read. At Custom Neon, we approach press releases the same way we do our brand storytelling: with a strong hook, a human angle, and a clear, engaging narrative that feels natural rather than forced.
Lead with Something That Hooks People.
Journalists are bombarded with press releases every day, so start with something that makes them want to keep reading. Instead of "Custom Neon provided signage for Paris Hilton's wedding", we'd go with "Accidental entrepreneurs lighting up Paris Hilton's big day." It's more intriguing, and it invites curiosity. Which will naturally make them read on.
Make It About People, Not Just the Business
People connect with stories, not corporate announcements. If we're sharing a milestone, we tie it back to real experiences. Take our founders, Jake and Jess Munday-Jess was on maternity leave when they started Custom Neon, and Jake struggled in school due to undiagnosed dyslexia. That's the kind of story that resonates because it's relatable.
Keep It Simple, Punchy, and Easy to Skim
Journalists don't have time for fluff. So cut the jargon and get straight to the point. Short sentences, bold informative stats, direct quotes, and sound bites make it easier to see at a glance.
Give Journalists a Story, Not Just Facts
A press release is more likely to be picked up if it ties into something bigger, a wider trend, future insight, women in business, overcoming odds, etc.
Make It Easy to Run With
We include everything a journalist might need: high-quality images, ready-to-use quotes, and a clear, engaging summary. If they don't have to chase us for more details, they're more likely to cover the story.
Avoid Relying Solely On Press Releases
When it comes to getting media attention, a lot of brands put too much weight on press releases. Don't get me wrong, they have their place. But if you're only relying on press releases to get noticed, you're missing the bigger picture.
Press releases are useful, but they shouldn't be the entire focus. Too many brands see them as the only way to gain media attention, when in reality, they are just one part of a well-rounded approach. If you want real, lasting exposure, you need more than a press release. You need a story that truly connects with your audience and the media.
As the CEO of Don't Be A Little Pitch, I've helped brands land features in outlets like CNET, The Verge, and 9to5Mac by focusing on compelling narratives, not just announcements. Earlier in my career, my last company was featured in TechCrunch, Popular Mechanics, and Discovery Channel, where I saw firsthand how the right storytelling can turn media coverage into real momentum.
The brands that succeed are the ones that know how to craft a narrative people actually want to hear. It's not just about putting out a statement, it's about positioning yourself as a thought leader and building relationships with the media. When you focus on telling the right story and making genuine connections, media coverage stops being a one-time achievement and turns into long-term credibility. That's what keeps you in the spotlight.
