How to Write an Effective Press Release
Consider First:
Who is the target audience?
What do you want the readers to take away from the press release?
Why is the press release being written? To broadcast information, increase business, update clients? Is there a just cause for the release of the information? Is the information newsworthy and interesting?
When is the best time to release the information? Could it be incorporated with a more recent news event to keep it topical?
Where are you intending to have the press release published? Which newspapers and magazines are sourced by your target audience?
Key guidelines:
•· Make sure there are NO spelling mistakes, grammatical errors, inaccurate quotes and false information.
•· Keep it concise.
•· Keep it factual and with no embellishments.
•· Try very hard to write objectively to avoid looking biased.
•· Time the release carefully. Yesterday's news is not going to sell.
•· Write in 3rd person. Avoid "you", "I", "we" and "us". Use "he" and "they".
•· Use quotes to provide an "authoritative" edge.
The Body of the Press Release:
•1. On your company letterhead, date the document and write PRESS RELEASE in the middle of the page. You could also write PRESS RELEASE - FOR IMMEDIATE RELEASE. Use capital letters and bold the font.
•2. Create a relevant catchy headline. One that will grab your attention. It must be short and simple using no more than 10 words.
•3. Identify the information you want to write about. Collate and organise your facts.
•4. The 1st paragraph has to grab the reader's attention and hook them in. What is it that is interesting and unique about the information you have? Does the story have a "human interest", perhaps about a local person? Has a new discovery been made that will change the course of events forever? Did something humorous happen? Something controversial?
•5. The body of the Press Release expands on the details.
•6. Add quotes from interesting people (perhaps a local celebrity) or those who have the relevant professional knowledge to add importance to your story. Always ask permission to use these quotes.
•7. Send a photograph along with your release. It too must be of good quality and engaging. If there is a great photo opportunity invite photographers along to document the event (see notes to Editor).
•8. End the release by briefly detailing your company's contact information. Write END.
•9. You may need to add additional information for the editor or journalist. Under the heading "Notes to Editor" include any additional company information you on your company. When it was launched, company accomplishments and so on. Mention the venue, date and time for any photo opportunities there may be. If the journalist is too busy to cover the event arrange for photographs to be taken and forwarded on. Call the journalist, at a convenient time to follow up.
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