A Guide to The Inverted Pyramid

Maximizing your press release distribution begins with the clarity of your message.

To make sure your press release address key details, we suggest using the inverted pyramid.

This is a tested technique that’ll encourage you to use the correct press release format every time.

The result is you share your news with the press and public efficiently.

In this guide, you'll discover: 

• The definition of the inverted pyramid
• The advantages of using this method
• How to properly format your press release

What is the inverted pyramid?

The average human attention span is 8.25 seconds. That’s not a lot of time to capture someone’s attention and share your message.

The inverted pyramid gives you a framework to frontload your press release with the most important information including:

• Who
• What
• When
• Where
• Why
• How

When you use the inverted pyramid, you ensure readers get the most important information right out of the gate.

Let’s explore the additional benefits of using the inverted pyramid for your press releases.

Why should public relations professionals use the inverted pyramid?

Public relations professionals should use the inverted pyramid for several reasons.

Here are seven of them.

Brevity

This press release format forces you to get to the point. This is important because as we mentioned, you need to share your main message before your audience loses interest.

A concise press release enhances reader clarity and the impact of your news.

NOTE: The ideal length of a press release is between 300 and 400 words.

Engagement

Starting with the most important information increases your odds of someone reading your entire press release and taking the desired call-to-action at the end.

Improved SEO

Choosing relevant search engine optimization (SEO) keywords for your campaign improves your chances of ranking for those terms.

Earned Media Opportunities

Press releases that get to the point and clearly outline the most important details from the beginning have a better chance of capturing journalist attention. 

That’s because the inverted pyramid press release format makes it easier for journalists to craft their own story about your news because your most important details are front and center.

Comprehension

The inverted pyramid structures your information in a logical way. This creates a flow that makes consuming and comprehending your message easier.

Professionalism

Just like its customary to use AP Style when writing a press release, utilizing this press release format is another sign of professionalism. The inverted pyramid is a sign of professionalism and strengthens credibility.

Accessibility

One thing that may stop someone from reading an entire press release is a disability. ADHD or dyslexia can make reading large blocks of text a difficult task. By putting the most important info at the front of your piece, you make your press release more inclusive.

How to Properly Structure Your Press Release

Here’s an overview of the components your press release campaigns should include.

Headline  

Your headline’s your hook. It should be informative, succinct and include a relevant SEO keyword.



This is your chance to grab readers’ attention and encourage them to read on.

Subheadline

The subheadline is located between the headline and body text of a press release. It gives readers a summary or builds on the news that’s shared in the campaign.

First Paragraph

This is where you should delve into the elements of the inverted pyramid (who, what, when, where, why, and how). It’s important to hit on all these points in case it’s the only part the reader consumes.

Second Paragraph

This is where you can expand on the initial details you shared in the first paragraph and add depth and context.

Third Paragraph

You can use this paragraph to provide additional context and background information. Typically, the third paragraph is where you’ll include a quote from a C-suite executive or topic matter expert in your company.

Fourth Paragraph

Tie up any lose ends and provide a summary of the main message of your campaign.

Call-to-Action

Always conclude your press release with a specific call-to-action that’s relevant to the overarching message of your press release.

Boilerplate

Your boilerplate is a condensed “About Us” section that gives readers a quick glimpse at who you are and what you do.

Click here for a free boilerplate template .

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