Writing Press Releases: Your Business Guide
Here are some things you should do and should not do in press release writing
A press release is, first and foremost, writing that is designed to inform its reader. Reporters and editors are constantly bombarded with press releases and it gets worse if they are from a national or international media outfit. If you want them to spend time on your press release, and the information that you have in it, you want to make sure that you write it in such a way that it will stand out.
Do follow the proper format
Press releases tend to have a standard pattern. This makes it easier for the reader to weed through the information and digest it within the shortest possible time. Look up on press release samples available on the Internet to find out the proper flow of your press release but as an overview, the content should follow the inverted pyramid pattern of relaying information: details are written in order of importance. This is so the editor or whoever is reading your material can easily cut sections without removing vital information.
Be professional
Treat this material as a form of professional correspondence. If you are sending your release to the local press, it's a good idea to call up their news desk a few days before.
Do not exaggerate
The press release is meant to inform. While it may be biased in favor of your company or organization, this is not exactly the right venue for an advertising pitch. When writing your press release, avoid flowery words or writing in a tone that will suggest that you are actively promoting your business.
Do keep it short
Keep your press release as brief as possible. Remember that yours is not the only release. As a general rule, 500-600 word should suffice for your press release.
Do not use jargon
Again, it's always a good idea to write the press release in much the same way as you would want to see the information published. Refrain from using jargon or clichés because not only are they boring and overused but they can also be tiring on the eyes of the reader. Jargons or colloquial terms for that matter will not endear you to readers especially if they have to use their dictionary to understand what you're trying to say.
Do include information about your company in your press release
You have to always include a brief description of your company and what you do in every press release that you send out. Don't assume that people already know about you. Even when your company is already established, it doesn't hurt to be consistent by providing all relevant details to reinforce your message.
Don't pepper your press release with quotes
Sure, quotes will probably make your release more realistic but you don't have to fill it up with quotes just for this purpose. Getting a quote from your company's CEO has been overused so refrain from using this approach in your releases unless the material is about the person himself.
Do proofread your release before sending it out
Make sure that you go over your material for typos, grammatical errors and inaccuracies. You have to go over your work at least once just to make sure that it doesn't turn you or your company into a laughingstock in media circles. Errors means you're unprofessional.
Don't forget to include your contact details
Make sure that you include contact details in your press release in case anyone wants to develop your material into a full-blown feature story. You want to make sure that they can contact the right people and designating a POC or point-of-contact within your organization would help a lot. Writing press releases entails more than just knowing the mechanics of formatting. Follow these simple guidelines and you'll never go wrong with your material. For more on writing press releases, make use of the material on Local Press Releaser.
