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3 Tips For Writing a Sports Public Relations Press Release With Examples

Writer's picture: Gary GibsonGary Gibson

Updated: 4 days ago





Gary Gibson

01/20/2025


Press releases are a fundamental tool for public relations and communication professionals to disseminate information to the media and the public. A well-crafted press release can generate valuable media coverage, build brand awareness, and enhance a company's reputation. However, writing an effective press release requires careful planning and execution. Here are three essential tips to help you write a compelling press release:


Tip 1: Focus on the News

  • Highlight the Newsworthiness:

    • What makes this information unique and interesting to the media and your target audience?

    • Is it a new product launch, a significant achievement, an upcoming event, or a response to a critical issue?

  • Lead with the Hook:

    • The opening paragraph should grab the reader's attention immediately.

    • Start with a compelling statement that summarizes the key news and entices the reader to learn more.

  • Keep it Concise:

    • Journalists are busy.

    • Get to the point quickly and avoid unnecessary jargon or overly complex language.

Tip 2: Structure for Clarity

  • Use the Inverted Pyramid:

    • Present the most important information first, followed by supporting details.

    • This structure allows journalists to easily scan the release and quickly understand the key message.

  • Include Essential Information:

    • Company name, contact information, date, and a brief company background.

    • Clear and concise language that is easy to understand.

  • Use Strong Headlines and Subheadings:

    • Make it easy for readers to quickly grasp the main points of the release.

Tip 3: Optimize for Distribution

  • Choose the Right Channels:

    • Identify the most relevant media outlets for your target audience.

    • Consider using press release distribution services to reach a wider audience.

  • Customize for Each Outlet:

    • Tailor your press release to the specific interests and style of each publication.

    • This shows that you value their time and attention.

  • Track and Measure Results:

    • Monitor media coverage and track the impact of your press release on brand awareness and other key metrics.


Writing a compelling press release requires a combination of newsworthiness, clarity, and effective distribution. By following these tips, you can increase your chances of securing valuable media coverage and achieving your public relations goals.


Example of a press release for a soccer team announcing the signing of a new player.


FOR IMMEDIATE RELEASE

[Team Name] Signs [Player Name] to [Contract Length]


[City, State] – [Date] – [Team Name], a leading member of the [League Name], today announced the signing of [Player Name], a [Player Position], to a [Contract Length] contract.


"[Quote from Team Manager/Coach about the player's skills and how they will contribute to the team]," said [Team Manager/Coach Name], [Team Manager/Coach Title] of [Team Name]. "[Quote about the player's excitement to join the team and their goals]."

[Player Name] joins [Team Name] from [Previous Team Name], where [he/she/they] [mention key achievements or statistics]. Prior to [Previous Team Name], [Player Name] [mention previous team(s) and any significant accomplishments].


[Player Name] is expected to be available for selection for [Upcoming Match/Event].


About [Team Name]

[Insert a brief, 1-2 sentence description of the team, including league affiliation and any recent achievements.]


Contact:

[Name] [Title] [Email Address] [Phone Number]


Example of a press release for a sports team's community initiative


FOR IMMEDIATE RELEASE


[Team Name] Kicks Off Community Partnership with [Partner Organization]

[City, State] – [Date] – [Team Name], a leading member of the [League Name], today announced a new community partnership with [Partner Organization], a [brief description of partner organization and their mission].


"[Quote from Team Representative about the importance of community involvement and the goals of the partnership]," said [Team Representative Name], [Team Representative Title] of [Team Name]. "[Quote from Partner Organization Representative about the importance of the partnership and how it will benefit their organization]."


As part of the partnership, [Team Name] will [list specific activities, e.g., host a youth soccer clinic, volunteer at the partner organization, donate a portion of ticket sales, etc.]. The team is committed to using its platform to make a positive impact on the community and inspire young athletes.


"[Quote from a player about their excitement to be involved in the community partnership]," said [Player Name], [Player Position] for [Team Name].


About [Team Name]

[Insert a brief, 1-2 sentence description of the team, including league affiliation and any recent achievements.]


About [Partner Organization]

[Insert a brief, 1-2 sentence description of the partner organization and their mission.]


Contact:

[Name] [Title] [Email Address] [Phone Number]


Example of a press release for a sports team sending out a crisis management communication


FOR IMMEDIATE RELEASE


[Team Name] Addresses [Player/Coach Name]'s Misconduct

[City, State] – [Date] – [Team Name] today addressed the recent misconduct of [Player/Coach Name], [Player/Coach Position], involving [briefly and clearly state the nature of the misconduct, e.g., "a violation of team policy," "use of inappropriate language," "violation of league rules"].


[Team Name] takes all such matters seriously and has [briefly state the actions taken, e.g., "conducted a thorough investigation," "implemented disciplinary measures," "suspended [Player/Coach Name] from all team activities"].


"[Quote from Team Representative expressing the team's commitment to upholding high standards of conduct and values]," said [Team Representative Name], [Team Representative Title] of [Team Name]. "[Quote acknowledging the impact of the misconduct and expressing any apologies to those affected]."


[Team Name] will continue to cooperate fully with any ongoing investigations and will take all necessary steps to ensure a safe and respectful environment for all members of the team and the community.


About [Team Name]

[Insert a brief, 1-2 sentence description of the team, including league affiliation and any recent achievements.]


Contact:

[Name] [Title] [Email Address] [Phone Number]



Tips: The inverted Pyramid Structure


The inverted pyramid is a fundamental principle in journalism and public relations because it prioritizes the most important information at the very beginning. This structure ensures that even if a story is cut short due to space limitations (like in newspapers) or time constraints (like in news broadcasts), the reader or viewer still receives the essential facts. By presenting information in descending order of importance, the inverted pyramid allows for flexibility and ensures that the core message is always communicated effectively, regardless of how much of the story is consumed.


The example press releases provided above generally adhere to good public relations practices, including the inverted pyramid structure:

  • Inverted Pyramid Structure:

    • Lead Paragraph: Each press release begins with the most crucial information – the key news or announcement. This allows journalists and readers to quickly grasp the essence of the story.

    • Descending Order of Importance: Subsequent paragraphs provide supporting details and background information in descending order of importance. This ensures that even if the release is truncated (e.g., by an editor), the most vital information is still conveyed.

  • Clarity and Conciseness: The language is generally clear, concise, and easy to understand.

  • Focus on the Audience: The press releases are tailored to their respective audiences. For example, the press release for the community involvement initiative highlights the positive impact on the community, while the crisis management release focuses on transparency and accountability.

  • Professionalism: All press releases maintain a professional tone and adhere to proper grammar and style.


Areas for Improvement:

  • Specificity: Some press releases could benefit from more specific details and quantifiable results. For example, instead of stating "increased community engagement," the community involvement press release could mention specific numbers of participants or volunteers.

  • Call to Action: Some press releases could include a stronger call to action. For example, the game announcement press release could encourage fans to purchase tickets or follow the team on social media.

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