Congratulations! If you are wondering how to write a press release that must mean you have some exciting news to share with the world. Or if you aren’t sure, keep on reading and maybe we can help...
Here are a few key rules to follow when writing a press release…
Newsworthiness
Before you even begin writing, it’s important that the news you are announcing in your press release is something people want to know about. Ask yourself, "Will my target audience care about this?" Be sure you are bringing something interesting and different to the table (i.e. not just announcing another sale - get to the heart of what's special about your announcement.) Some common press release topics include product announcements, C-level executive changes, a local or national event, company earnings, or the launch of a branding campaign or program.
Length
Another way to test your newsworthiness is to be sure you have enough information for at least a couple paragraphs, but not more than 1-2 pages. Shorter is better. Wordiness is a sin.
Timing
Make sure your announcement has a timely angle. Tie your news into a current event or issue, or during a certain time of the year if relevant. For instance, if you're promoting a book on why men cheat, perhaps you should issue a press release during the Tiger Wood's debacle.
Language and flow
In today's tech-savvy world, remember that you're not just writing a press release for the media; rather your customers, sales associates, partners, and just about everyone in the world wide web will have access to this information. Skip jargon and load up your release with keywords, interesting info and lots of bolded and bullet-ed sections so it's easy to scan.
Components of a strong press release:
At the top of the release, write "For Immediate Release."
Include your contact information at the top, including name, company name, phone and email.
Start with a strong headline that is brief, clear, and attention grabbing. It should summarize the entire release, mention your company's name, and include a strong keyword you're trying to rank for in Google.
Write a subhead that summarizes other important details in the release. Headlines and subheads get read, so write 'em.
Include the Dateline just prior to your first sentence. A Dateline includes your city name and date.
The first paragraph should include all of the important information – the five “W’s” - who, what, when, where and why.
The following paragraphs should include your supporting materials and information. Use details and/or facts to inform the reader and catch their attention. But keep it concise. Use bullets and bolded text to break up bits of long information. Readers like to scan information, so make it reader friendly.
Include an executive quote. If you are launching a new product or service, draft a quote from the president on why this addition is important to the company’s suite of products and services. In these supporting paragraphs be sure you avoid using unnecessary adjectives such as “never before” or “ very innovative” – in most situations those are false or exaggerated claims. Also avoid, "We are so honored or excited..." - Instead, say something worthy of quoting.
If possible, include a quote from a customer or third-party. This will validate what you're trying to say in the press release.
Before you close, include this sentence, “For additional information please visit www.CompanyWebsite.com.” This is a great way for people to find out more about your company and drive web traffic.
Next up is the company boilerplate. (Boilerplate is the standard term used for the last paragraph of a news release). Use this space to describe what your company does and offer up a brief history on your company. One short paragraph should do it.
To end the press release enter (centered on the page) either “###” or “-30-.”
Here is a press release template you can use as well.
If you’d like more information or a more detailed step-by-step “how to,” here are some helpful links!
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Wednesday, December 30, 2009 at 9:12AM