How to Write a Technical Press Release

A quote in a news release can go a long way to provide anecdotal information, and give credibility to your announcement. When creating a quote, or asking someone to provide a quote for your release, remember that journalists may use that direct quote in other content, as if they spoke to the person directly, so make your quotes represent your brand well. Strong quotes in technical news releases come from:

  • Beta users who can prove the use case for the product you are launching
  • R&D engineers who can share expertise about the technology
  • Executives or Business Development leaders who can share how the launch fits into an overall company goal or strategy

5. Make Specs Scannable

Consider using bulleted lists to condense the top 5-10 specs of a technical product into a release. This will make the release more readable and also give an engineer looking for specs a straightforward list to review.

6. Support Your Brand

Refer back to your corporate brand messaging[3] to ensure you’re using consistent messages in your release. If you plan to wire your news release, it will likely get picked up on third party sites and may be covered in other outlets. News releases provide a great opportunity for well-branded third-party coverage, because another author can use your message as the foundation for their content. So, make sure you have a strong, consistent corporate message in your release. This release from Wineman Technology[4] announces news at a trade show, but also takes the opportunity to underscore the overarching corporate brand:

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7. Use Links Throughout, Including a CTA

Link to your company home page, product pages, industry pages, and data sheets as they’re mentioned throughout the release. Also include a specific CTA at the end of the release with a simple, spelled-out URL, in case sites that post your release strip links from content.

8. Include Contact Information

Either have contact information in the coded data of your news release (through a wiring partner) so it’s available only to journalists, or include contact information or a link to the “contact us” page on your site near the end of your release so it’s easy for a prospect to get more information.

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