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The A-Z of Press Release Writing
Some people equate a press release to a bland announcement, some people think it is a communication meant to hype up things, some consider it as a mere formality - well, who says some people can't be wrong all the time! A press release can boost traffic, create quality backlinks, generate customers and even engineer tie-ups - provided it is done the right way, and here's how it should be done:
The Basics of Writing an Effective Press Release
1. Always remember that a press release is not a sales letter. It is, however, an announcement about the introduction of a new product or service. If you don't have a new product or service, you might want to hold up writing a press release.
2. Hype in press releases is a no-no. A good press release gives the facts about the new product or service, nothing more. Avoid flowery language when writing a press release.
3. The headline is the hook of a press release. Without a good headline, a press release can have great content and be overlooked. There must be an element of drama created in the first paragraph that will cause the person reading to want to read the second paragraph. It must include the what, why, when, where and who in the first paragraph of the press release.
4. Content in a press release must always be newsworthy. It may be picked up the national media services and become part of a bigger story, so you need to write it like it is going to a large newspaper.
5. The press release should be informative and interesting. While you can focus on your product or service, it should be part of an overall newsworthy content and not an advertisement for a specific product. When looking at your final output, try to think of how it will be interpreted by the reader.
6. Keep all cliche statements out of the press release.
7. Stale headlines should be avoided. An example of a stale includes, "New Website Offers 10% Off". This is no specific, doesn't describe what the 10% off of what and has no benefits for reading any further. It has also been overused in advertising.
8. Add testimonials where possible. A press release is factual about a product or service, and with back up, it increases in credibility.
9. A press release must be factual - no more, no less - all fluff and exaggerated blah blah must be completely avoided. Your press release must read true.
10. Use dynamic, peppy language, but don't use slang. The press release must be written in an active voice.
11. Don't make your press release too verbose, just KISS (Keep It Simple & Savvy).
12. Avoid overusing uppercase letters and follow basic rules of grammar.
13. When writing your press release, keep in mind that you will need to summarize it. All PR websites publish press releases in total, but for their listings use your summary. Be very clear in the summary and push benefits for reading further.
14. Develop a strong resource box that talks about you or your website and carries a link back to it.
These were some guidelines for writing a good press release. Follow them, and you'll come up with a cracker that will get you hits, publicity and therefore more sales. Good luck!
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