Finish with the headline: The headline of a press release will often determine if the reader even bothers to keep reading. A simple trick to create a headline that is engaging and on topic is too work backwards, write the story first and then decide on an appropriate headline.
Include a photo: If you choose to add pictures to your press release, they should be high quality. A blurry image is not going to get a press release picked up by a major news source, consider the services of a professional photographer for better results.
Send it to the right person: No matter the method of sending a press release make sure it is addressed to the right person. If sending a press release by mail it should be sent to a specific editor. The method of sending will also determine if photos can be added, a faxed press release would not have a professional image quality and would likely be rejected. Web sites run by newspapers, magazines and trade periodicals often offer contact information on where press releases should be sent. If no information is given, simply calling the publication and asking can make sure your press release does not go straight to the trash.
Follow up: After sending a press release wait an adequate amount of time before following up. If your press release has gotten no attention, do not be afraid to send a follow up email to find out why your press release was not used. When sending by email or fax you may discover your original press release never made it too its final destination, in other instances you can receive valuable information about what you can do next time to get a better response from your press release.
Make sure a press release is needed: Before sending a press release, review what the current goal or aim is. Though press releases are great for promoting events, announcing awards, mergers and providing information they are not always the best way of getting out information about your business. The key of press release is to tell a story not to function as a free advertising method and press releases written in this manner are likely to be ignored.
Know where the press release should be sent: Though your press release may be perfectly formatted and contain great information in national magazine it just might not be relevant. Local news sources on the other hands may find your press release is relevant to local interest. Trade publications that are specific to your business should also be considered. Review the magazines your business currently subscribes too as well as free publications you receive for options on where to send press releases.
Add an angle: If your press release is just presenting thee facts it may not get much attention but a press release that pulls an emotional cord by appealing to current news, showing conflict or controversy could. An example of a controversial press release is an alcohol company that releases a press release advocating drinking for those under 18. By using an emotional subject that millions of individuals have an opinion on they know their press release is more likely to be read and commented on.
Include the right contact information: If you are creating a press release to showcase a new web based podcast or book, then you should include the web address to this specific location. Including a general Web site link could end up leaving potential customers confused and will not help you get sales or increase views.
Contact is key: The more contact information the more chances of being contacted. Beyond business, phone number and address include Web site, fax number and email address.
Spell check is your friend: The best-written press releases cannot do you any good if bad grammar or misspelled words pop up frequently throughout your copy. Bad spelling and grammar can effect how professional your company appears and can turn potential customers off. Use writing software that checks your spelling and grammar to make sure your finished press release is polished.
No spam: Not all content is appropriate for a press release. If you don't want your business or service to come across as spam make certain that what you are reporting actually counts as news-worthy. Typically, if your only objective is to advertise then the story is not right for a press release.
Start with the most important information: A press release put the most important information in the opening line, working backwards to get too the small details. To keep the press release interesting remember to keep the length reasonable, most press releases should be no more than one page in length. If your press release is more than a page long, review the content. Maybe releasing more than one press release may be a better option, especially if more than one event is being covered.
List your press releases on your Web site: larger companies tend to keep an archive of all the press releases they have created for their company. Small businesses can also benefit from this technique. Having your press releases appear on your site helps build trust in your company and shows your achievements and highlights to potential customers who choose to browse the site.
Write for the "common" person: Showcasing your expansive vocabulary is not the point of a press release. The information and language used should be appropriate for the audience. If you do not know your target audience find out before writing a press release.
Use the right font: Press releases need to look professional, when they reach the media their should be no grammatical errors but just as important is the font face used. Press releases should be written in a professional font type, Arial courier and times new roman are acceptable.
Increase chances of exposure: If you want larger audiences for your press release use a press release wire service. The major press release services typically send out press releases to major newspapers on a daily basis. Each service has standards that must be meet on the press release style, but are user-friendly and easy for businesses to get started with.
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