People usually thing of a press release as a bland announcement sent out to newspapers. Some people think it’s simply a communication tool that is designed to hype things and consider it a mere formality. What a press release can do is boost traffic, create backlinks and get new customers if it’s correctly handled.
Essentials of a press release
1. Always remember that a press release is not a sales letter. It is, however, an announcement about the introduction of a new product or service. If you don’t have a new product or service, you might want to hold up writing a press release.
2. Hype in press releases is a no-no. A good press release gives the facts about the new product or service, nothing more. Avoid flowery language when writing a press release.
3. The headline is the hook of a press release. Without a good headline, a press release can have great content and be overlooked. There must be an element of drama created in the first paragraph that will cause the person reading to want to read the second paragraph. It must include the what, why, when, where and who in the first paragraph of the press release.
4. Content in a press release must always be newsworthy. It may be picked up the national media services and become part of a bigger story, so you need to write it like it is going to a large newspaper.
5. The press release should be informative and interesting. While you can focus on your product or service, it should be part of an overall newsworthy content and not an advertisement for a specific product. When looking at your final output, try to think of how it will be interpreted by the reader.
6. Keep all cliche statements out of the press release.
7. Stale headlines should be avoided. An example of a stale includes, “New Website Offers 10% Off”. This is no specific, doesn’t describe what the 10% off of what and has no benefits for reading any further. It has also been overused in advertising.
8. Add testimonials where possible. A press release is factual about a product or service, and with back up, it increases in credibility.
9. Press releases are known for being factual, devoid of fluff and without any exaggeration. Keep the adjectives to a minimum when writing and state facts.
10. Utilize dynamic, upbeat language and avoid slang. Press releases are written in an active voice.
11. Keep your press release clear and concise. Use the KISS* method when crafting your piece. (*Keep It Simple & Savvy).
12. Avoid overusing uppercase letters and follow basic rules of grammar.
13. When writing your press release, keep in mind that you will need to summarize it. All PR websites publish press releases in total, but for their listings use your summary. Be very clear in the summary and push benefits for reading further.
14. Write a strong resource box that talks about your services and website with a link back to an interesting article on your website.
While this only scratches the surface of the press release iceberg, if you follow them, you will have a very good press release that’s ready for publication. Good luck.
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- Kale McClelland