How to Write a Press Release

Press releases are crucial for any business, but more so for cybersecurity vendors because they help build trust, credibility, and visibility in a highly competitive market – there are reportedly over 3000 cybersecurity companies globally, so standing out from the crowd can be extremely difficult.   By leveraging press releases, cybersecurity companies can announce new products, partnerships, or security advancements, which can showcase their expertise and innovations to potential customers, partners, and investors.   Press releases also play a key role in managing reputation, particularly in the event of a security incident, by providing timely, accurate information to mitigate damage. Additionally, they can enhance thought leadership, positioning the company as a reliable source for addressing evolving cybersecurity challenges, thereby attracting more attention from media, analysts, and clients.  Before writing a press release, ask yourself if it’s truly newsworthy. Consider if it’s new, unexpected, relevant beyond your business, and if people will care.   It can help to focus on the story’s key elements: The type of news, human interest, and topicality for a strong story. This can help construct a “killer headline” that will catch a reporter’s eye and quickly convey your news—journalists only have seconds to decide their story for the day. Furthermore, ensure your first paragraph grabs attention with a concise summary, similar to a news story’s opening, to keep readers engaged.  Keep your press release clear and concise—stick to the news, avoiding unnecessary praise or fluff. Aim for 300-400 words, roughly three or four short paragraphs with quotes from leading spokespeople or topic matter experts that are relevant to the news in your press release. Focus on one clear message without overloading information. Include insightful quotes that offer genuine opinion, avoiding jargon and repetition. Use simple language and cut out unnecessary words. Remember that the first draft is rarely perfect—always proofread and be open to feedback from others.  To maximise coverage, pre-pitch your press release under embargo to top-tier press for possible exclusives or interviews. Ensure your press list is tailored to relevant journalists, avoiding irrelevant pitches that can harm relationships.   It can be helpful to use “PRESS RELEASE” in the subject line followed by a concise, attention-grabbing headline. Include a boilerplate in the “About” section and keep the email brief without unnecessary greetings. Attach hi-res images via links, not as attachments, and paste the release directly into the body of the email for easy reading. Many journalists have email security in place which can block emails with attachments being shared.  Over the years, we have noticed many mistakes made when crafting a press release, but these are our 3 most common you should avoid:  Not newsworthy: Ensure your story is truly new and interesting. Only issue press releases for timely, relevant announcements.  Lack of clarity: Get to the point quickly. Journalists are pressed for time, so include the most important details in the first few sentences to increase the chances of coverage.  Inauthentic quotes: Ensure quotes sound genuine and relatable, avoiding overly formal or artificial language that doesn’t reflect how real people speak.  This article is part of our ‘How To’ series. To read more, click here.