How to Write a Press Release

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Most people simply don't realize the power of a simple, one-page, press release.

A good press release will result in publicity that opens the door to sales, recognition, profits and success. And compared to advertising and direct marketing, press release publicity is very inexpensive.

Let's begin by reviewing exactly what a press release is.

You need to learn how to write a press release - also called a "news release" or "media release" - because it is the standard approach used to solicit the media. A proper press release follows a specific format, and is submitted to solicit interest in your business.

Your press release should be interesting, beneficial, and compelling. At the same time you must avoid putting too much hype in it.

Above all else, you must approach editors the proper way and offer real news, not fluff. You cannot simply send them your advertising and ask them to disguise it as a news story.

Editors work under tremendous pressure from deadlines; if you learn how to write a press release in a professional, editorial fashion that fits right in with today's journalistic style, then they can use it - probably right NOW.

Keep in mind, about 80% of what you read in the papers and see on TV is planted by people like you and me sending out press releases!

My 4-Step process on how to write a press release is simple and works like this:

1. Select the press release template that best fits your project.
   • Study the examples and samples carefully and identify one that is similar to what you want to offer.
   • Identify and review the number of words in each press release and know that a one-page news release can have between 200 and 300 words and still fit on one page in 12-point type.

   After analyzing them, select one as your favorite. This is your success model to emulate.

2. Format your release the same way as the success model.
   • Follow the general format of the structure and purpose of each sentence and paragraph in your chosen success model article. Do this so that your own press release will parallel the format of the successfully published press release.
   • Start at the headline. Then go on to the first sentence, then the second, then the third, and so on. Pay close attention to what the editor is writing, and how he or she is communicating with his or her audience.

3. Innovate with your own information using the template.
   • Using the success model as a guide, you now write a press release one sentence at a time, which match the length, tone and function of the sentences and paragraphs you see in the press release you are using as a model.

   As you learn how to write a press release this way, it will begin to write itself. Better yet you will come really close to matching the editorial interest, readership interest and style of whatever publication you are aiming at.

4. Decide what is the message you want to convey to your audience.

   This is probably the most important step in learning how to write a press release. Actually, there are two steps involved:

   • Decide who is your target audience: What is the purpose of writing this press release? Who is supposed to read it?

     Remember that you are not write a press release for the editor of magazine. Once the formatting and some basic rules are taken care of, most editors will not mind publishing it. You are writing it for one of your stakeholders - your existing & prospective customers and partners, your shareholders, your suppliers or even your Government. Decide which one you are targeting.

   • Decide what is the message: Once you decide the audience, decide what is it that you want to convey to them. There could be many types of messages. And each of them can be developed in a specific way to appeal the audience the most. Couple of examples are:

     If you have acquired a new client, you will certainly want to boast about it. And this message is most probably targeted to influence your potential clients. You have to drive your achievements, why you got selected over the competition and how you plan to do more for clients and stakeholders. Some marketing statements are welcome here, but not giving making the press release an advertisement.

     If you are writing a press release for calling one of your products back from the market, it has to be developed in the most careful way. All your stakeholders and, of course, competitors are watching the news like hawk. You have to give a positive flavor to the news, cutting down the negativity and yet giving the facts.

You will find most of these present in the template you select. If not, make sure that you modify the template to cover these.

• The heading - One or two lines, summarizing the news

• The date of the press release, and the place from where it is published

• Provide a contact mail id or person where one can find more information about the news. This is must when you are publishing the news, which is likely to attract reaction from the audience.

• Company information - generally at the bottom of the news - mention a paragraph about your company. This works many times as a marketing "trick".

• Mention of all corporate entities and their contact people if possible. For example, if you have mentioned one or two customers or partners in the news, try to provide their details too.

• Acknowledgements / statutory requirements / disclaimers: If you have used trademarks or product names of any companies it is advisable to acknowledge those. Also if your press release contains any forward-looking statement or claim, it is better to have a disclaimer at the bottom.

Every user that reads your press release may not have time to read through everything. Hence, just like an advertisement, when you learn how to write a press release it is very important to concentrate on certain areas:

• Header / Punch line: This is the most important area of your press release. The header decides whether someone will read the news further or not. Hence it has to be interesting and crisp. This is more important nowadays in the world of Internet, where most online media portals show only a header, and you have to click it to read the complete news.

• First paragraph of the press release: This is almost as important as the header, and again for the same reason.

• Pictures / Photos: Traditionally, picture attracts more attention than mere words. Hence, whenever possible, include a picture in your press release. Of course, don't put it there just for attracting audience, otherwise editors will not include the news itself. Press releases with pictures require substantially more space to publish.

• Contact information: Feedback loop is important. Hence it is always good to have contact mail id or contact details for readers to contact you back.

There are many important topics that one needs to understand about how to write a press release before it will actually achieve what it sets out to do. Some of these are:

• Customizing press release for various media
• Adhering to company standards and policies for the news releases
• Dos and Don'ts of press release body
• Length of news releases and connecting news on difference pages / web pages

Does all this make you feel that learning how to write a press release is a heck of a task?

It is not.

It is just that practice and experience make the task easy. All the elements described above will start falling into place once you begin to really understand how to write a press release. All you need is a little guidance to start and I am here to provide you with that.

Just contact me. I have lot to offer you, most of it free of cost. What are you waiting for?

If you need additional help on how to write a press release for your project, our working together may be the best answer. I offer many years of expert writing assistance.

Contact me today. No obligation whatsoever.

My office number is 724-799-4312. Or, if you prefer, fill out the form with some basic details about your project and I'll get back to you right away. Just Click Here.