Top 10 Press Release Tips

Press release writing is different from many of the other writing tasks you may attempt. You can’t write a press release the same way you write a blog post or an email. There are some specific guidelines that make it unique, which is what gets you noticed. A press release is supposed to be a “news story” of sorts, that presents a new event, product, company, or whatever, and it needs to be written in a particular format. Press releases get picked up by distribution services and sent out to a variety of news sites, so having something in writing that is interesting and well-written is important, since you are trying to attract readers both in and out of your niche.

Here are a few helpful pointers to help you make your press release stand out in a crowd:

1. Headline: Write a strong headline. Your headline should grab the reader; without that hook, nobody is going to read any further than the first few lines. Establish the news topic with a strong opening paragraph that makes readers want more. People typically decide in the first two sentences whether or not they are going to read on.

2. Stick to the facts: Avoid hype, this makes it sound like an advertisement or a sales pitch. Stay away from words that are not specific and measurable (e.g., terrific, great). If you claim something is “revolutionary,” well, then it had better be.

3. Include current and relevant information: Find some way to tie your press release into a current news story or situation that people can relate to. This increases interest, and you want people to read your PR all the way to the end.

4. Use subheadings: Break the document down into more manageable chunks by using subheadings that tell about smaller details of the press release. Every couple of paragraphs should have their own subheading.

5. Formatting. Use a strong lead, and a full-bodied article. Read newspapers and other press releases to get an idea of how these documents should flow and what kinds of sentences are strongest. In the body of the press release, use language that is easily understood, avoiding jargon terms or technical words. Save that part for articles targeted at your niche.

6. Add a quote from an expert. This lends considerable credibility to your press release, quote someone relevant to the story or an ancillary expert. This does not have to be taken from a direct interview, as long as you credit the person for the quote.

7. Include a boilerplate. This is a description included at the end, typically the last paragraph, that tells about your company and what you do. Tell readers where they can go for more information. You don’t have to include every detail in the press release, it’s only supposed to function as an announcement.

8. Write in third person, use active voice. Avoid using pronouns such as “I” or “you,” and replace that with actual nouns. Use active sentences instead of passive ones. If you don’t know what that means, learn a little bit about writing styles before you send out your press release.

9. Keep it short and sweet: Too many words make people skim over information or stop reading before the end. If you can keep your press release to one page, that’s perfect. Sometimes it needs to be a little bit longer, just make sure you’re not stretching it for length.

10. Proofread carefully. This goes without saying, might be important enough to be the number 1 tip, actually. No written work looks professional with typographical errors, misspellings, or grammatical errors. Get it right—exactly right!

Writing a press release can be a great way for you to get information about your company or your products out into the big Internet world. If you are going to use this medium; however, make it really stand out from the crowd!