Writing a press release (or news release) AND getting it published is not difficult.
Remember, though, good press releases — i.e. press releases that get published and make news — can provide invaluable marketing for your business or website. So it is worth understanding the mechanics of writing a press release that makes news.
1) Have a story to tell
2) Think like a journalist
3) Format the press release properly
4) Keep your press release short!
5) Promote your press release online
Let’s look at these press release guidelines a bit closer.
1) Have A Story To Tell
You must have a story to tell, a hook, or an interesting angle. Whilst demand for news is great, the news must still be interesting.
So, find your story and develop it; position your press release, somehow, to be different. And try and incorporate the following:
– holiday and event tie-in articles
– internet innovations and developments or unique products
– unusual events or unique personal accomplishments
– humour and wisdom, or fun and tragedy
Always remember the human interest angle.
2) Think Like a Journalist
A ‘story to tell’ must be told with the person looking to tell that story in mind; i.e. you must think like a journalist.
So what reasons would an editor want to publish your news? What benefits would their readers get? Is it relevant and timely?
Write a compelling headline. If you don’t then the journalist (or editor) will simply not read any further. Use words like YOU, NEW or HOW TO to achieve this.
Always write your press release for scanability and in a way that means it can be published (in a magazine, for example) with as few edits as possible.
Write short, punchy paragraphs and remember to answer these questions: “Who? Why? What? Where? When? & How?”
3) Format The Press Release Properly
Here is an example press release layout. Use the following as a guide.
Â – (a)
For immediate release
Â – (b)
Â – (c)
Â – (d)
(a) Offer a benefit, for example.
(b) What? Why is it needed? How will it help? Include quotes, too, if possible.
(c) Who is it aimed at? Who cares? Provide facts.
(d) Summarise the press release, or provide a call to action
4) Keep Your Press Release Short!
The most important aspect of writing a successful press release? Keep it short.
With so much to consider when writing a press release it’s not surprising that most people make this common press release mistake: they write too much copy.
So it doesn’t matter how well you have written your press release, if it’s too long then it won’t get read. So keep your press release short. Make sure you remove words that do not need to be there. Again, edit ruthlessly.
5) Promote Your Press Release Online
The best way to promote your press release online is to use an online press release service. One highly regarded service is PrWeb.com. As it states on their website:
“[PRWeb is the] recognized leader in online news and press release distribution service for small and medium-sized businesses and corporate communications. PRWeb pioneered Free Press Release Distribution and continues to set the standard for online news distribution.”
You can either promote your press release for free, or they offer various paid-for services that guarantee a variety of levels of online exposure.
So there you are: another promotion tip that *you CAN* do, to promote your website or business. Simply follow theÂ checklist outlined above, to make sure that your next press release gets published
Steve M Nash is owner of several sites including http://www.textmefree.com – a directory of free sms text messaging sites, and guide to bulk sms marketing. He promotes all of them using the basic principles and tips detailed in his free website promotion guide, http://www.howipromotemywebsite.com