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How to Write a Press Release that Works

 

	You want newspapers to read what you’ve written and you’ve got a message to share. Never forget that your release is competing with hundreds of others pouring into newspapers. Keep your release short, tightly-written and always write a release that tells the reporter or editor why they should care about your news.
	Essentials
	Release date and year (including any embargo information). If the news is for immediate release, say so at the top of the page
	Contact Information. Who should people call? What is the phone number and what is the e-mail? Make certain that your listed contact is available when the release goes out.
	Always write a short, to-the-point headline. Put in a local angle if you have one.
	Answer all the main questions. The old “5 Ws” rule still works – Tell the reader who, what, when, where, why and how.
	Good Ideas
	Keep your message short and simple. Keep your sentences short and to the point. Stick to one page if you can.
	Be prudent in using attachments. Everyone’s afraid of viruses these days and if all of your good writing is in an attachment, chances are great that no one will open it.
	Confirm your facts. Make sure the information you send out the first time is correct. The reader may never see a follow-up correction.
	Avoid using industry jargon. The people you’re sending this to do not work in your industry and may not understand what you mean.
	Never assume. Don’t assume the reader has ever heard of your company or knows anything about your industry. And don’t ever assume that the reader will take the time to read beyond the first two paragraphs. Newspapers are flooded with releases. Make sure you get your story told in the headline and first paragraph.
	Always be available to talk when reporters call. They are always on deadline. Take too long to return their call and your big story may never see the light of day.

 

 

 

 

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