How to write a press release

Posted on 16. May, 2010 by in Internet Marketing

Checklist

1. Decide which publication your target audience reads.
2. Focus on creating a news story which will suit the publication and audience you are targeting.
3. Create an interesting headline which will encourage the journalist to read the whole release.
4. Include all the key points of the story in a brief opening paragraph.
5. Continue with additional paragraphs providing more information, in order of importance.
6. Keep the entire piece short, typically 300 words at most, using short sentences and paragraphs of 60 words at most.
7. Include your contact details in case the journalist needs further information.
8. If necessary, add more detailed background information in a separate ‘note to editors’.
9. Write in the style of the publication, avoiding inappropriate jargon.
10. Consider including quotations to add colour to the article.
11. Find out to whom you should send your release, what the deadline for copy is and how they prefer to receive releases (eg mail, fax or email).
12. Write ‘PRESS RELEASE’ across the top of the page. If you are posting or faxing the release, print the release on letterhead paper.
13. Use double-spaced lines and wide margins to make the text easy to edit.
14. If possible, include an interesting and relevant picture; check what kind of print or transparency the publication needs or what format you should use if you are sending it by email or on disk.
15. Check your spelling and any factual information.
16. Review whether the piece is interesting, in the right style, and could be cut at the end of any paragraph and published without further editing.

Cardinal rules

Do:

* write a story the publication will want to use
* put all the key information in the opening paragraph
* write in the style of the publication
* use a press release format
* include contact details

Don’t:

* allow any part of the piece to become too long
* use inappropriate language or jargon
* send the release without checking it

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