How To Write A Better Press Release

How To Write A Better Press Release



A press release is​ the most effective way to​ generate free publicity for your business or​ organization. a​ well-written press releases can generate mountains of​ coverage, and most of​ the time, that coverage will be more in-depth than any ad. Writing press releases are tricky; since they’re targeted mostly to​ journalists, the focus, style and tone is​ different from the typical business document. The following tips will help you craft a​ clear, creative press release.

THE BASICS

Like any news story or​ announcement, a​ press release must be “spun” -- that is, it​ must have a​ particular angle interesting to​ journalists and, subsequently, to​ readers. Sure, the opening of​ a​ new office might mean big things for your company, but it’s of​ little interest to​ the rest of​ the community if​ you don’t tell them why they should care. Consider the following elements of​ a​ good press release and incorporate them into your work:

RELEVANCE: This is​ the most basic concern you need to​ address; how is​ your news relevant to​ the publication’s demographic? Are you providing jobs or​ new services? is​ a​ prominent community figure involved? Does it​ relate somehow to​ a​ recent hot topic? Always know your release’s relevance before writing.

TIMELINESS: a​ journalist will rarely pay attention to​ a​ release if​ it​ isn’t timely. Does your release relate specifically to​ a​ holiday or​ event? Did it​ happen recently or​ will it​ happen soon?

DISTINCTIVENESS: What makes your news unique? is​ it​ something interesting, or​ different, enough that people outside your company or​ organization would want to​ read about it? Would you?

LACK of​ COMPETITION: Think carefully about other news or​ events taking place at​ the time of​ your release. Are you competing with holiday news when your release isn’t at​ all holiday related? Will publications have bigger stories with which to​ concern themselves? if​ so, hold off on releasing your story until there’s a​ bigger gap in​ the news cycle.

THE FORMAT

How you write your press release is​ equally as​ important as​ the information you choose (or choose not) to​ include. Follow these steps when writing your press release, and keep them in​ mind as​ you create a​ personal template for future releases.

RELEASE DATE: This should be the first thing under your letterhead. Include the exact date if​ the material is​ restricted to​ a​ specific time, or​ use the words FOR IMMEDIATE RELEASE if​ time isn’t a​ factor.

HEADLINE: a​ strong headline will draw attention to​ your release, much like a​ strong headline draws attention to​ any news story. This should be one line only, in​ all caps and indicative of​ your release’s exact point.

LEAD PARAGRAPH: in​ three sentences or​ less, immediately summarize your story. This paragraph is​ often called a​ “nut graf” in​ the newspaper business -- it​ tells the story in​ a​ nutshell.

BODY PARAGRAPH(S): The remaining paragraphs elaborate on your story and often include quotes from prominent people within the company or​ in​ your community. Keep the writing short and snappy, using familiar words and eliminating any clichés or​ redundancies. Remember: you’re essentially writing for journalists, so use a​ style similar to​ that of​ the publication you’re approaching. This should be no more than two paragraphs, which keeps your entire release to​ one double-spaced page.

END: a​ closing paragraph or​ summary (like the kind found in​ letters or​ reports) isn’t necessary for a​ release; remember, this is​ similar to​ a​ news story. End with either ###, -end- or​ -30-.




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