Putting the “Press” in Press Release
Writing a press release can be difficult if you haven’t had any training or don’t know the formula. Even when you follow the formula, a press release can come across as uninformative and boring. How can you write an effective press release that packs a punch that will get the visibility you need?
- Know why you’re sending it out
You can’t write an effective release unless you understand why the news you have to disseminate is so important. This will help shape your mindset from writing the news to “being” the news.
- Write for your audience
You can’t write a press release for the general public. Your release should be succinct and designed to target those editors that will be interested in what you have to say.
- Be energetic
Make sure your press release has energy and depth. Your sentences should be short and punchy for a quick read. If at all possible make sure your release is only one page. The length often makes the difference between having your press release read, and your press release going into the trash.
- Make sure you have no grammatical errors
This is VERY important. You’re sending a press release to places where writing is the standard. Don’t eliminate your press release from being read by having simple mistakes.
- Have an attention-grabbing headline
You want your headline to speak directly to your audience. It should catch the reader’s eye and make them feel it is worth reading for more information.
- Have quotes
Directly quoting a source adds credibility to your press release and gives the reporter a reason to want to speak to you. Make sure your quotes add meaning and are relevant to the content of the release.
- Use the proper format
Always use the proper format when drafting your release. Your contact information should be in the top right corner, and there should be enough white space to increase readability.
These are the basics on putting the “press” back into press releases. You want to make sure the 5W’s are all addressed (who, what, when, where and how), but not to the point where it’s overkill. Avoid gimmicks, and read your release for clarity. If it doesn’t make sense to you, then it won’t make sense to your target. Follow these steps and you’ll be well on your way to making your release engaging and complete.
Writer Bio: Allaire W is a professional writer with a love for the written word and a sweet tooth that turned a hobby into a business. You can find her “cooking” up assignments while covered in cake batter.