How to Write a Press Release

Most people get tripped up by the format of the press release when they should be focusing on the actual writing of the press release. As long as you don't send an attachment, formatting is the least of your problems [note that Press-Releases.com formats all releases we distribute - one less worry for our clients]. Editors and writers can forgive an improperly formatted press release. What they won't forgive (and won't give a second look) is a press release that fails to heed the basic tenets of journalism: who, what, when, where, why, and how.

If an exclamation mark [!] appears in the press release you write, you have not created press release copy. The exuberance and importance such a mark places may be appropriate in marketing copy but press release copy is basically the opposite of marketing copy. Heed this advice: "Just the facts." Adjectives like "best, unique, greatest" should be kept in check.

If you were to look for an apt metaphor between marketing copy and press release copy, you need look no further than television. On one extreme we have the hype-filled world of the infomercial: lots of promises, lofty claims, and emotional triggers. That's the marketing copy. On the other side we have a news anchor reading the nightly news. No commentary or opinions. Just the facts read in an engaging manner being presented to the viewers with the hook ("Fire nearly claims two lives in house fire"). That's the press release copy. These are extreme examples. A commercial can contain less marketing hype and be more objective. A news report can be more sensational and emotional. However, only the most seasoned creators of copy can get away with blurring the lines. Don't make that mistake when you write a press release.

Press releases should be concise. If your press release is more than 500 words (with few exceptions), you need to put your copy on a diet. Bad spelling, poor grammar, and illogical/unsubstantiated claims are a giveaway that a press release is unprofessional. And if a journalist believes the press release is suspect, your company or organization may be tainted by association.

Before you write your press release, know what the goal of the piece will be. If you are trying to get name recognition (branding), the approach may be substantially different than if you are simply trying to get increased sales. Honesty, objectivity, and consistency of tone show an appreciation of your audience that will get your press release read.

What to avoid: writing the article for the journalists. While editors and writers will consider features (finished articles) on many subjects (mostly consumer pieces), a press release should never try to be anything more than a press release. An article is written for a publication's general audience and will often include titillating headlines and elements of snappy, marketing copy. A press release is written for an audience of editors and journalists. It should have an engaging headline but not use the creative license associated with an newspaper article headlines which often use puns, humor, and emotional triggers.

Of course, you could always have us develop your release --   More information on Press Release Writing >>