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Press Release Basics Tips
Keep It Factual
A press release needs to be factual. While it's acceptable, and even preferable, to present your company and its products and services in the best possible light, do not include claims that cannot be substantiated. In general, superlatives like 'best,' 'most popular,' 'market leader,' and so on, are best left to advertising. If your product is the best selling one of its kind, you can say so, but you'd better be able to prove it. Better yet, include substantiating detail in your release (e.g., 'Highest in customer satisfaction according to J.D. Power and Associates).
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Free Press Release Distribution
PRWeb Tip: There are several companies that offer to distribute your press release for free. The old adage is as true for these services as for anything else - you get what you pay for. Some of these organizations 'distribute' your release by posting it on their own site only, others will distribute your release for free after you've paid them to write it. Your best bet is to look critically at which aspects of the public relations process you are able to handle yourself (writing releases, identifying and contacting journalists, widespread distribution of the release) and which you are willing to pay for. Then find a company that will do those things you don't want to do yourself, at a price you're willing to pay.
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Downfalls of a Template
Beware of using a press release template for every release. While it may help you include all the relevant information, it can stifle creativity if you try too hard to cram all the information you have into a formulaic outline. Some announcements simply don't conform to the standard format, and that's okay. The other danger of a template is that you will leave in information from a previous release, or will inadvertently include dated or incorrect information about the company.
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Business Writing Skill
PRWeb Tip: Business writing is a skill that's learned over time. The more you do it, the better you'll get at it. Don't be afraid the check out your competitors' Web sites - they can be a great source of information. Ask at least one person in your company and one person outside your company to read and critique what you say. And don't be afraid to make changes - you want every piece to be as polished as possible when it leaves your hands.
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The Headline
A press release headline can make the difference between getting in print and not. Make sure your headline is clear and compelling. Stay away from puns, plays on words, and 'guess what happens next' types of headlines. If the publication is prone to those types of headlines, let them write it. Your headline should be clear and succinct, and it should make the reader want to read the body of the release.
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How To Submit Your Release
PRWeb Tip: Do your homework before submitting your release directly to a reporter of a publication. Make sure the reporter covers companies and products similar to yours. Find out how each reporter prefers to receive releases (most prefer email) and whether or not they want you to follow up by phone (most don't). Alway be respectful of their time, and make your point quickly, whether by email or phone.
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Think Like A Journalist
Since the first 'audience' for your release is made up of journalists, it helps to know what makes them tick. They need to quickly determine what a news release is about and how it relates to their readers. A press release is no place for cute headlines, plays on words or puns. Keep it straightforward. The press release needs to be factual, to the point and easy to read. And it has to be obvious to the editor that this information is valuable to their readers. Sometimes that means crafting a slightly different release for each publication. Fortunately, in this electronic age, that's not very difficult. Just make sure to proofread each release to make sure you haven't left out anything (or left in anything that should have come out!)
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Effective Business Communication
PRWeb Tip: Effective business communication is important in public relations as well as in any other area of business. Learning the basics of business communication will help with writing advertisements, speeches, direct mail letters, articles, Web copy and much more. Once you find a message for your business communications that works, use it in all of these areas. It will help your staff and your customers if all of your communications have a unified 'voice'.
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Press Release Distribution
Don't bother with cutesy ways of getting your press release in front of journalists. They don't have time for singing telegrams, and fruit baskets usually stay in the mailroom. Stick to email or fax, and be sure the send your release using the method the journalist prefers. These days, that's usually email. Also follow any guidelines on the Web site regarding follow up. Some publications will give you a timetable, others have a 'don't call us, we'll call you' philosophy.
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Online Press Release Software
PRWeb Tip: Software to help you write a press release is widely available online, sometimes free or for a fee. While this software can be helpful for bigger projects, writing a press release from 'scratch' is simply not that difficult. Identify the subject you're writing about, and figure out the six basic facts (who, what, where, when, why and how). Then take a look at some other press releases (check your competitors' Web sites) and you'll see that they have the same basic format. Write a rough draft, and have someone in your company read it over. Then have someone outside your company read it as well, to make sure it's not too heavy on 'industry-speak.' If you still don't like it, or haven't managed to get anything on paper, look into the software. Just beware of 'boilerplate' releases that sound too generic.
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The Basis for a Story
Journalists use press releases as the basis for stories. A well-written release will prompt a phone call or email from the journalists for more information or clarification. Still others will prompt the use of information about the company or product in a more general article about a trend or the industry as a whole.
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Public Relations Jobs
PRWeb Tip: There are many jobs in public relations and the field is vibrant and growing. Many firms want PR specialists with agency experience, so an agency is a good place to start out. Learn all you can while you're at the agency, because you'll need to wear a lot of hats when you move to the corporate side, especially if you're working in a small company.
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Writing Effective Press Releases
There are many reasons to issue a press release. The introduction of a new product or service is an obvious reason. If you hire a new key executive, especially one with extensive previous experience in the industry, issue a press release to industry publications. You can also issue a press release if your company wins a large contract or an award. You can issue a press release if you are moving or expanding your offices. A steady stream of newsworthy press releases will ensure that your company's name stays in the media.
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Online Press Releases
PRWeb Tip: Online press releases are one way to get the word out about your product or service, but they shouldn't be the only way. Don't rely solely on online distribution of your news. Getting your company's name in print still has a certain cachet, and many readers still get their news the old fashioned way - they pick up a magazine or newspaper and read it.
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Magazine Article
Magazine articles differ somewhat from newspaper articles, in that they don't have to follow the standard format. They don't have to include the six basic facts (who, what,where, when, why and how) in the first paragraph, and they don't have to provide increasingly detailed information as the article goes on. They can tell more of a story, and may have an attention-grabbing headline or first paragraph, and a twist in the last paragraph. A press release should follow the standard newspaper format, but a bylined article written for a magazine can be more like a story. Be sure to carefully review the magazine you're submitting to in order to learn their style.
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Online Templates
PRWeb Tip: You can find press release templates online, or there are software packages that include templates and will guide you through the press release writing process. While these can be useful and timesaving tools, use them judiciously. Always have several people who are familiar with the subject matter (and one or two who aren't) read through your release to be sure it's clear, understandable and factual. If a mistake slips by you it can damage your credibility.
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Write Like A Journalist
When writing a press release, keep in mind the guidelines that journalists use when writing stories. The basic six questions (who, what, where, when, why and how) should be answered in the first paragraph. More detail should be provided with each subsequent paragraph, in such a way that little is lost if the last paragraph or two needs to be edited out.
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Newswire service
PRWeb Tip: Newswire services segment their distribution by industry or geography. If you want to reach only those journalists who cover the grocery industry, for example, or only those in the Midwest, a newswire service can distribute your release selectively. There is often an extra charge for distributing to a given segment.
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Understanding the Audience
Make sure you understand your audience when writing a press release. Keep in mind that your audience is both the reporter to whom you'll send your release, and their readers. Avoid industry jargon and acronyms that the average person won't understand. If you have to use an abbreviation, define it the first time you use it (e.g., "Customer Relationship Management (CRM) is critical to both internet businesses and brick and mortar shops.") Leave it up to the reporter to determine if readers are savvy enough to do without the explanation.
