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Guidelines for Writing a Press Release

The key to a successful press release is writing it to have an impact on the journalist - you need to set yourself apart from your competition. Your release must be well written and presented properly. See our press release format example. It must:

• Answer the questions: who, what, when, where and how.
• Have clear, concise writing - don't use terminology that the reader won't be familiar with.
• Have an opening paragraph that will pack a punch and grab the reader's attention.
• Have factual information - and be able to back up the facts.
• Always talk about yourself in the third person.
• Have information that is relative to the recipient.

Headlines

A news release headline is one of the most critical components of a press release. It must be written in a creative and captivating way to capture the attention of the reader and entice them to read the remainder of the release. Your headline and first paragraph should convey the story - you need to grab the attention of the reader. The remainder of your press release should provide the detail.

Release Content

• Write for your target audience.
• Present the facts and back them up!
• Look for ways to market your story without it being a sales pitch.
• Use quotes that substantiate the information you're conveying.
• Bring a different viewpoint to your story.

Write to be Published

In most cases, journalists will use your press release as a catalyst for a feature story. Write your release as you want to have it told. Focus on aspects of your product or service that set you apart from your competitors. Everyone offers "great customer service" and "low prices". Focus on the aspects of your product or service that distinguish you from your competition.

State the Facts

A sure way to send your release to the trash is to use fluff, embellishments and exaggerations. If your story sounds too good to be true, you will damage your own credibility. Use real life examples to effectively communicate the benefits of using your product or service. Give examples of how your service or product satisfies the need. What are the features and benefits? If you are reporting on a corporate achievement, back up your success with one or more events. If your company has experienced significant growth, give a brief synopsis on how you accomplished it. Show the cause and effect.

Choose Your Words Carefully

Avoid the first person perspective. News organizations never use nouns like "I", "we", or "us" while relaying news stories, and neither should your press release, except within quoted text.

Use Strong Verbs

For example, "The committee exhibited severe hostility over the incident." reads better if changed to "The committee was enraged over the incident." Writing in this manner, helps guarantee that your press release will be read. Verbs in the active voice bring your press release to life. Rather than writing "entered into a partnership" use "partnered" instead.

Make Each Word Count

Keep it concise. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as "added bonus" or "first time ever". If you can tell your story with fewer words, do it.

Get Permission On Your Quotes

Be sure that you have written permission before including information or quotes from employees or affiliates of other companies. Any dispute resolution will favor the other company, and your press release may get pulled.

About Your Company

End with a brief paragraph describing your company, products, service along with a short company history. If you are filing a joint press release with another company, include information on both companies.

Press Release Format Notes

There is a standard format for submitting press releases that all journalists require; presentation is key to having your release read. Use the following guidelines:

• Use one-inch margins on each side of the page.
• Left-align, double space, and vertically center the text body
• Use block formatting - double space between paragraphs and do not indent.
• Try to keep your release to one page, two pages maximum.
• Don't split a paragraph between two pages; finish it on one page.
• Make sure your contact information is at the top of the press release.
• Always include the city, state and date of the release.
• Use acronyms when making a reference to a company to keep it short.
• Speak plainly with ordinary language.
• Avoid first person perspective and the passive voice.
• Don't abbreviate words or use industry jargon the general public would not understand.
• The exclamation point is your enemy - avoid it at all costs.
• Proofread, proofread, and proofread!
• Use upper and lower case characters; never submit a release in all upper case lettering.
• Always use proper grammar; errors will compromise your credibility.
• Use multiple paragraphs to get your point across and allow easy skimming.
• Never imbed hyperlinks in your release or use bold, italic, or colored type.
• Always include a summary paragraph about your company at the end of release.
• If the release is two pages in length, use two separate pieces of paper.
• Type --MORE-- at the bottom of the first page if it is a two page release.
• Type --END-- after the last paragraph to indicate the release has ended.