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Writing a Great Press Release
February 16, 2007
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If your company is launching a new product, store opening, party, other type of event, or is moving to a new location that has an unusual aspect to it, I recommend writing a press release and submitting it through a wire service. Press releases help announce to the rest of the world what's happening in your part of the planet, plus it's a relatively inexpensive means of creating buzz about your business.
As with everything you send out with your name on it, a press release needs to be well written, concise and timely. Here are some tips:
1.
Is it newsworthy? Does it answer the 5 W's: who, what, where, when and why? Make sure it doesn't sound like an advertisement (kiss of death) or a sales sheet about your product, service or business.
2.
Your headline and first paragraph should tell the story. The rest of the press release should discuss the details. If someone scanning it cannot tell what it's about in 3 seconds, you have a weak beginning.
3.
Not everything is worthwhile to others. What is important to you might not be important to others. Perform a gut check to see if anybody else finds it interesting (as a small business owner, I get excited about my stuff, but I know my husband tends to fall asleep when I discuss little developments.) Ensure you answer the question, "Why should anyone care?"
4.
Stick to the facts. Don't embellish, add marketing verbiage or try to make it sound better than it really is. Be concise. For example, if you're hosting an open house, don't write, "Party of the year." Every journalist will raise an eyebrow and will throw your press release to the side.
5.
Use an active voice. Keep your language in the present tense.
6.
Use descriptive terms. Can someone reading your press release visualize what you're discussing? If not, revamp.
7.
Avoid using exclamation marks, capital letters, industry-specific jargon and redundant phrases. Think about it this way, would you trust someone who writes, "First time EVER we're GIVING AWAY FREE capacity planning techniques!!!!!!!!!!!!!!!!!!"?
A good press release can almost be an art form. When in doubt, have others proof it before you submit it.
List of press release services (the prices range from a few dollars to a thousand):
Posted by Suze Bragg on February 16, 2007 | Comments (0)
