How to Write a Press Release That is More Likely to Get Published

press-releases

Are you working on a press release to go to the media? Here are some tips for how to write a press release that is more likely to get published.


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To increase the chance of having a story published, make the editors', freelancers', reporters' or journalists' job easier by presenting the release in a format and style that appeals to them.

Considerations before writing the press release

  • Why the release is being written: to broadcast information, increase business, update target audiences?
  • Who is the audience?
  • Does the press release contain invaluable or newsworthy information that will be used by the target audience?
  • Is there a just cause for release the information that you wish to broadcast?
  • What do you want recipients to take away from the press release?

Who are journalists that you want to develop an ongoing relationship with? This is about mutually meeting one another's needs and not random issuing of ‘releases' to every journal / available. Get to know them!

Know your audience's copy deadlines. Ring round to find out.

Overall tone and structure of the press release

1. Content

Ensure that the release is grammatically correct and doesn't contain any spelling mistakes, errors, and sources are quoted correctly.

2. Keep it concise

Keep it punchy and don't use unnecessary flowery language e.g. cutting- edge, revolutionary.

3. Keep it factual

Present the information for distribute that is true, correct and doesn't embellish anything that to be communicated.

4. Keep it objective

Virtually impossible to do, but refrain from using over hyped quotes from sources as they will be presented as being too biased.

5. Consider timing

The press release may not be topical, but it may be able to incorporate the release with a more recent news event. Be aware of what's topical: whatever's hot at the moment, try and provide that context in your press release. For example a press release about new jobs or new contracts could be really 'hot' at the moment.

6. Be specific

The "What".

Structure of a press release

It should be written in a direct, straightforward style. Short and terse is great. The ideal length is one to three pages. One and a half spacing is fine.

Title: Your one line title should be informative (not sensational) and will be the essence of the news/message.

Lead off paragraph: Next is the important lead-off paragraph, which is the first paragraph of the body of the release. This starts with a dateline (actual date of official release) and city/country. It covers the journalist's interest in the: who, what, when, where, how and why.

Bolster the points: Then, you make your case by bolstering/expanding on the points made in the lead paragraph. This can include a full description of a new product, quotes from executives on a new product's features and an insightful endorsement from a customer.

End: Finally, you end (by literally writing "End") and give "further information" contact details. Make sure you put in mobile and that you're at the end of the phone even in the evening.

Editor's Note: Use an Editor's Note at the end of your release if you want to give deeper background on the story. But this should be additional.

After you send a press release

Follow up with phone calls to key journalists after you issue; it could be the final push need to get your story covered.

And if you get coverage use it as marketing collateral!

Over to you now. Have you any more tips on how to write a press release? Share them in the comments below. 

 

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Tuesday, 20 November 2018
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