PressDr - Writing a Good Press Release | media-release-writing

It seems to be very easy to disseminate information these days because of the internet. Whether it is important news or plain gossip, just post it on a blog or website, and millions of people will get the information in minutes. This may be true for news or gossip that have come from other forms of media. But what if you have a new business, a new company, a new book or a new website that you would want people to buy, visit or at least give a try? With so many products and services out there, how do you get people’s attention? What you need is a good press release to get the word out.

You need to have a well written press release if you want to get the attention of editors and/or producers of various media. If you have an effective press release, it will result to publication features, interviews on radio and television and ultimately increased sales, new markets and many other opportunities for you.

But what makes a good press release? There are certain steps that you need to take in order to come up with a great press release:

Make sure that all your information is organized
Your press release should have answers to the 5 Ws (who, what, when, where, why), and also the answer to the question of “how.” Your press release should always have a date.
Make sure the information that you have is newsworthy
If your information will come off as something that anybody can just get anywhere, it will be just a waste of everybody’s time and your press release will eventually get tossed.
Your headline should stand out
Your headline should be keyword rich but keep it short and simple. Keep it to a maximum of ten words. The key point raised in the opening paragraph should be conveyed in the headline. Make the tone of the headline as light-hearted as possible so as to catch the readers’ attention and imagination.
Choose your words carefully
Perhaps this is where many fail in writing their press releases. The most common mistake is the overuse of jargon. Don’t try to impress people with words. Jargon can only make the press release hard to understand. Make it simple.

Abbreviations should always be written in full the first time they are used unless they are very common like CEO or MP.

Refrain from self praise as much as possible as this may only result to your press release being seen as lacking substance and credibility.

Use keywords repeatedly throughout your press release to ensure higher ranking in search engines. Just make sure that this is done seamlessly. It should be coherent. It should not appear to be an article that is overstuffed with keywords.

Do not create copy that is written for a general audience. It will come off as too impersonal and will not appeal to personal experience. This will not retain the attention of your audience and may not engage the imagination of the readers.
Be objective
Avoid using “I, “We,” or “You.” A press release should always be presented in an objective manner, from a third person point of view. Providing references to any statistics, facts and figures will also help keep the press release objective and professional. Avoid expressing personal opinions unless they are done in quotes. All conclusions should be drawn from facts and statistics only and not from general opinion.
Provide examples and “quotes” from people who always make the news
Using examples of theories applied in real situations and the tangible outcomes will help readers to understand the press release better. Additionally, if you quote people who always make the news, you will add an authoritative voice to your press release. Just make sure that the quotes are important and relevant to your piece and chances are these will be replicated in other published articles.
Use Pictures
The use of professional quality images in the form of photographs, graphics and illustrations always help to sell the story to the editor and help tell the story to readers.
Proofread your work
Always proofread your press release before submitting it to the editor. Spell checkers spot only misspelled words. Wrong words that are spelled correctly are not detected. You should also keep in mind that there are different language settings, depending on your target readers. UK English differs from US spelling.
Always provide additional background information
At the end of your press release, provide a brief background about your business, company or book. You should also provide some information on the newsmakers that you quoted. Most important of all, you should also provide a point of contact should your audience need more information.
Ask for help
If you’re having trouble coming up with a great press release, ask for professional help.