A press release is one of the primary ways that you can communicate news about your company to the media. Reporters and editors are always on the hunt for relevant and newsworthy stories. Believe it or not, most of what you read in newspapers, magazines, trade publications, hear on the radio or see on television news was generated from a press release. The problem is that editors receive hundreds of releases a week, many of which end up getting filed away. In order to have your press release noticed you need to write a release that will make the editor want to know more about your story. Your job is to write a stand-out release that won’t get filed away.
Here are some tips on writing a press release that will get noticed and reported on.
1. Make sure your press release is newsworthy
Don’t use press releases to try to make a sale. Your company will lose credibility and future press releases are more likely to be ignored.
2. Use an attention grabbing headline
This is essential because if your headline doesn’t make the reader want to read on, chances are he or she won’t get past the headline. Keep the headline short and descriptive use something like “Mike Smith Named Marketer of the Year” instead of “Mike Smith Receives Award”.
3. Put a description of the news at the beginning
Don’t start the article with the boring details such as who released it. If you let the reader know in the first two paragraphs what the news is about, there is a higher chance that they will read it. Don’t hide the good information later in the article. Be sure to include Who, What, Where, When, Why and How.
4. Stick to the facts and avoid hype
Provide real, useful information instead of a sales-pitch providing unsubstantiated claims. Use information and facts that set your company apart from the rest. Journalists are relatively skeptical and can see through embellishments. To promote your business use language that answers questions about your company rather than general statements stating how great your business is.
5. Use active language and be to the point
Using verbs in the active voice bring your press release to life. Use language that will get the reader as excited about your news as you are. For example, “This is a highly sought after prestigious award won only by the best in the marketing industry.” reads better than “This a a great award in the marketing industry”. Also keep in mind that if your press release is a boring read, they may assume that you are also a boring interview.
6. Keep your press release to two pages or less
If you can’t include all of the pertinent information in two pages or less then you aren’t getting to the point. If your release is longer than this you need to cut it down and edit out unnecessary details.
7. Include a contact
Make sure you include a someone that a journalist can contact for more information. This information is usually provided at the end of the press release. It is important that the contact person is familiar with the press release and the news in it. It is also advisable to submit a press release on company letterhead. It looks professional and it gives the reader other ways to contact your company.
8. Choose a hook
Submit your press release in a timely fashion. If at all possible try to relate your news to current events and happenings. The more relevant your news is to current events, the more likely it will be featured.
9. Be specific and detailed
It is extremely important that the reader of your press release needs to visualize a new product or how a new service works. Have someone unfamiliar with the product or service, read the release and ask them to describe it. If they don’t understand then chances are other readers won’t either. When in doubt it is better to include more details rather than fewer.
10. Proofread
Nothing discredits a company more than having spelling and grammar errors in a press release or article. If you aren’t great at spelling and grammar, have a few others proofread and rewrite the article if necessary. If your article looks sloppy so will you.
Never Ever:
- Submit a release in all caps.
- Avoid using exclamation marks. Don’t ever do this!!!!!!!!!
- Use HTML
- Include your email address in the body.
- Include ticker symbols of another company without their permission.
- Submit a release without the permission of an individual, the head of the department or the parent company.
