Writing a Press Release
When writing a Press Release, first you must have newsworthy information for your press release that is related to the product and/or services you provide. If you’re having a hard time coming up with a topic, start with a announcement about your newest product or service or the benefits or that product or service. How about promoting an “Open House” if you are a brick and mortar business and writing a press release about the up coming event (or after the event and how great it was!) or writing the press release about announcing your latest achievement as a home-based business.
Your topic needs to be something that the audience you usually market to would be interested in reading about, irrespective of your business’ involvement. If your press release doesn’t provide a newsworthy angle, no one will pick it up and they won’t release it – end of story. (period!)
Writing a press release is easy…if you know how. First, it needs to be in the third person (avoid “I” or “we”), in an journalistic and unbiased style. Before beginning, acquaint yourself with quality journalistic writing from papers such as the New York Times or Washington Post, as well as the style of your local papers. When you put together all of your information and are ready to write, there are five key elements to keep in mind
Headline
Your headline needs to catchy and attention grabbing. This is not the place to mention or make reference to your company, but to target the key element of the press release.
Subheader
This provides a further explanation of what the press release covers.
Lead
When writing a press release, the lead is the first paragraph of your press release and covers the who, what, where, when and how of your story all in one. If the editor/reporter were to read this paragraph alone, they could do a little research and write the rest of the story for you, if they chose to do so.
Body
The body of your press release needs to back up the claims you make with evidence. One of the strongest forms of evidence for any news story are quotes. You will want to quote common folk, as well as experts, to balance out both sides of your claim.
There also needs to be, at some point in the body of your story when writing a press release, a short paragraph about your company (when established, what it does, why involved in this story, etc). Keep it short – no more than two or three sentences. More than that seems like a sales pitch.
Let everyone know it is the end of your press release with typing “###,” and make sure it is centered.
Contact Info
Following the end-indicator, add a short little note for the editor/report that simply says “For more information or to schedule an interview with a company representative, please contact our office at . . .”
There will be many times when you send out press releases to all local newspapers and radio stations and no one picks up your story. Don’t get discouraged. There are other ways to get the word out. So, in addition to sending a press release to the news media, you should also do the following:
• ALWAYS publish your press release on your website.
• Include links to your online press release in e-mail correspondence.
• Include a copy of the press release in sales correspondence (mail a copy to current clients).
• If your press release is published, write a letter to the editor on the topic (extra publicity).
• Send out a follow-up press release, with a different angle, and the original press release attached
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