Tips For a Great Press Release

Having media attention gives your business credibility, and press releases are a great way to do just that. Here are some tips to create a great press release to create the buzz your business needs.

Formatting: Press releases follow a specific format. In order to look professional, you need to write your press release in the correct format. Additionally, be sure to double-check the grammar, punctuation and spelling before you send it in for submission.

Clarity: Keep your press release to two pages or less. Media outlets don’t have time to read a ten page report. Keep your writing clear and concise, sticking to the important facts. When deciding what information to include, answer the following basic questions: who, what, why, where, when, and how.

Perspective: Write your press release with your target market's needs in mind. Do not simply write an ad or "toot your own horn." Incorporate the features and benefits of what you are promoting, and give information on what it will do for your target audience. For example, if you are promoting a new food processor, simply stating that it is smaller and takes up less space than previous models isn’t enough. Writing, “the new model is smaller and takes up less space, allowing our customers to have the full chopping power of our larger model, but also save precious counter space” lets the reader know how the new model will help them. Give your press releases a call to action. Include something that is going to inspire readers to go to your event, visit your website, attend your grand opening, etc.

Style: If your writing is boring, no one is going to want to read it. Try to find a balance between straight facts and excitement. Using the example of the food processor above, announcing that “our new food processor will be available this spring” isn’t as catchy as “our new space-saving food processor will be available this spring, just in time to help you chop fresh vegetables for your summer salads”.

The media cannot run a story on every press release they receive, but implementing these tips will help you write press releases that grab, and keep, the media’s attention. The old saying “practice makes perfect” rings true for press releases; the more you write them, the better you will get.