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A press release
is an ideal way to announce news, especially if it's related
to your business. A well-written, newsworthy press release
could grab the attention of an editor which, in turn, could
lead to widespread publicity.
Unfortunately,
just because you write a press release doesn’t mean it's
going to be read and an editor is going to call you. There
are ways, however, to increase your chances of having your
press release read, including:
- What's your story?
Why are you
sending a press release? Identify your story. For example,
are you a local entrepreneur who is about to gain national
attention by appearing on a national television show? You
must know the story you want to convey before you can begin
writing your press release.
- Is your story newsworthy?
Your
story has to be newsworthy. For example, you might be
excited that your daughter is turning two, but will others
really care? Now, if your grandfather is about to turn 100,
and he's one of the last veterans of World War I, you've
likely got a story editors will want to learn more about.
Ask yourself if your story is newsworthy before you start
writing your press release.
- Create a
compelling headline.
Take the time to craft a compelling headline that, in ten
words or less, grabs the reader's attention and
recaps your press release. A compelling headline will also
entice readers to read further.
- Pay careful
attention to your first paragraph.
Your lead paragraph could mean the difference between an
editor reading further or tossing your press release in the
trash, so make sure it draws the editor in and compels him
or her to read further.
The lead
paragraph of your press release must also answer the six
basic questions of: Who? What? When? Where? Why? How?
- Use the
inverted pyramid format.
Write your press release in inverted pyramid format, which
means you must write all of the essential information in the
beginning paragraphs before writing that information which
is helpful but not essential to your story. That way, if the
editor doesn’t read the entire press release, he gets all
the information he needs upfront.
- Close strong.
Concisely and clearly summarize your press release in the
last paragraph. You should also use the final paragraph to
provide your contact information – including name, email
address, Web site address, and phone number – in case the
editor or person reading the press release wants to contact
you.
- Write in the
third person.
Avoid using first (I and we) and second person (you) when
writing a press release. Rather, use the third person as is
done in newspapers and magazines. For example, instead of
writing "We'll be launching our new product on July 1," opt
for, "Corporation 123 announces the launch of their new
product on July 1."
- Eliminate fluff.
Only include essential information in your press release.
Fluff will only increase the chances of having your press
release tossed straight into the garbage.
- Remain
objective.
If you're promoting something in your press release,
remember to paint as positive a picture as possible about
the
product, event, or service you're promoting. But, do not
blatantly advertise that which you are promoting by writing
something like, "We have the best software at the best
prices – guaranteed." A press release is designed to gain
attention from the media. Avoid blatant promotion.
- Proofread.
You're just going to blow your chances of having your press
release read if it's littered with spelling, punctuation,
and grammatical errors. If you're not a strong proofreader,
have someone else proofread your press release before you
distribute it. Nothing says amateur like an error-filled
press release.
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