Whether you’re an entrepreneur, business leader, non-profit organizer, community activist, inventor, or author, at some point you’ll need to write a press release. A Press Release is the perfect tool that lets the outside world communicate with those who distribute news. A well-written press release is an effective tool that contributes to your promotional success.
It’s important to remember that your press release will be edited or changed somewhat. A press release in and of itself is not news–rather, it carries news. Your goal in sending a press release is to gain attention and have people contact you for more information on your idea, concept, or product.
1) The title must attract attention.
Your title needs to tease at the news in your press release. A title must get your audience to read the entire press release to learn more about your news.
Here are good and bad examples of titles:
“Company X completes a major merger that will revolutionize cell phone access”
“Company X just completed a merger”
“Company ABC Exceeds Growth Expectations and launches two new products”
“Company ABC announces earnings and product news”
2) Be succinct.
A good press release is approximately 500 words or less. You want to explain who you or your company is, share your news, add a quotation about the news, and direct the reader to contact information so that he/she can learn more about you or your company.
3) Have a great quotation that people can appreciate.
Many press releases share a quotation from a company leader, industry partner, or end user. You want to make sure that the quotation means something to your audience. Quotations should be short, want the reader to find the person delivering the quotation, and ask him/her more about the idea.
Here is a good and bad example of a quotation:
“Proving the idea before spending on capital equipment will be a huge benefit to most emerging technology companies. Our goal is to save companies anywhere between 30 and 50% of the normal operating costs associated with proving technology.”
“Many companies can spend lots of money trying to prove a technology. In most cases, that money is wasted, although in a few that works out okay. We have really studied this issue and have a solution that we are marketing that will help companies save money. For each company the amount of money they will save using our technology will vary but we think they will find the savings to be compelling enough to purchase our technology.”
The first quotation is short and makes the reader want to learn more about this idea. The second quotation is long, does not say much of anything, and does not grab the attention of the reader. In fact, the second quotation sounds confusing and unprepared. If you have the time to write a quality press release, you also need to make certain the quotations are well developed.
4) Make it easy for your audience to contact you.
This seems obvious but many companies forget to put their direct information on the press release. People want to be able to easily access your website, email you, or call you on the phone so that they can learn more about the subject of the press release.
5) Make sure there are no typos or grammatical errors and have a clean format.
You must put your best foot forward with the press release. Grammar errors and typos are a bad reflection on you and your company. Make sure you have at least two people proofread and edit your press release. If the press release is critical to your success, consider having it professionally edited. A poorly written press release will keep people from spreading your news. Any reputable news agency (or website), publication, or public relations firm will avoid sharing your information if there are typos and grammar errors. Format is important, so make sure the font is the same type and size for the text and that you have square margins.
Follow these five recommendations and you are sure to have success with your press release.