Creating a Press Release from Scratch
Free publicity is one of the best, most cost-effective ways to market your business, your products or your services. Most of the time, publicity begins with a basic press release that is sent out to journalists who cover your niche industry. This might be the business editor of your local newspaper, TV or radio station or a "beat" writer at a trade or consumer publication. (For additional tips on how to generate media interest, see my article on this topic).
At its most basic level, a press release will tell a reporter or editor who, what, when, where how and why. The information may not always follow this particular order but should always be included. Following are some tips for developing a press release about your company or products. Try to keep these tips in mind when writing about your business -- and remember, if it doesn't have some news value (is it important to their readers/viewers?), no matter how well-written, it won't get used.
General Guidelines
* Write your release as you would want to see your information in print
or be broadcast on radio or TV.
* The headline should present a concise capsule of the prime news interest
of the story.
* Arrange information factually and in order of importance. Editors look
to the lead (first and second paragraphs) to give them the overall story,
including who, what, when, where, why, how.
* Additional paragraphs fill in the rest of the story. By presenting
your material this way, the essence of your message will remain, even
if an editor needs to cut the story to just the lead. Copy is cut from
the bottom up, so put your most important information first.
* Keep it short and simple. Clean-cut statements and short sentences
communicate most effectively.
* Use present tense whenever possible. Make this news happen now.
* Test your release by reading out loud to someone.
Sample Release
I have included a schematic of a sample press release which diagrams the above tips.
Here are a few more tips to bear in mind when writing your release:
• All press releases should be typed, double-spaced and when possible, be no longer than one page (use your company letterhead).
• If a second sheet is needed, type "over" at the bottom of the first page and print the rest of the information on the back. If you prefer to use two sheets, type "more" at the bottom of the first page and use plain matching bond for the second sheet. Type the name of your press release/page 2 on the second sheet and be sure to staple the pages together if sending via snail mail.
• Press releases should include your name as the press contact and a direct dial telephone number.
You may also want to include a business card or vcf card if sending by e-mail.
If you include quotes from customers, please keep in mind:
• Quotes should be short and to the point. Use them sparingly
(one or two quotes in a one-page release is ample).
• Quotes should be used to add emphasis to the story.
• Double-check the spelling of names and titles.
• Be sure to obtain permission/approval from the subject before putting
words in his/her mouth.
Don't get too technical when dealing with the lay press — explain a medical condition in plain English (e.g., "he needs a tube in his throat to help him breathe"); a production term in ways people can relate to (e.g., "the new process allows us to produce the product faster and to tighter specifications.")
Bear in mind any client or customer confidentiality agreement when describing a situation. Use broad terms and don't give too many specifics.
© Liz Seegert/Marketing Communications.
All Rights Reserved.
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