A solid press release gets the attention of the media. A press release could be one of the most cost effective tools any business owner can use. Press releases could be used to leverage more media attention – a feature story, an interview or a bylined article if you like to write.
Content and formatting are both imperative when it comes to a press release. You want to make it easy as possible for prospective media professionals to review and pick up your story.
Follow these points when drafting a press release:
Newsworthy content – the point of releasing a press release is to tell the world your news. It’s not self-serving or a sales pitch. The questions a press release address are: what, when, who, where and why about a person, event, service or an organization.
Use a strong headline. The headline and first sentence should provide the story with the following paragraphs providing strong details. The opening has to grab the attention of your readers.
The essential components of a press release are:
“For Immediate Release”
Contact information – Name, Organization, address, email address, web address
Headline/title – should not be longer than 150 characters. Never use all caps. It’s poor etiquette.
Sub headline – summary of your story in two sentences
Date/city/state (City, State, Date)
Intro paragraph should give an overview of the who, when, what, why, and where
Body paragraphs give a background, quotes, testimonials, and statistics
About the company/person gives background information. Background info is placed right before the end of the press release.
End a press release with ### as it tells the reader that it is the end of the story
Stick to facts when writing a press release. Don’t exaggerate or embellish because it will ultimately ruin your own credibility. Avoid hype and excessive punctuation.
Use active voice, not passive voice.
Essentially, a press release is one of the valuable tools that any small business can use. Keep it short and concise, one page ideally. If you follow the rules above, you will probably see your company’s name in ink.
For more information on drafting your press release, contact Kristin at [email protected].