Question:
How can I write effective press release copy?
Active Voice in Press Releases
Active voice is infinitely more engaging. Use the active voice in your press releases (and in all of your communications whenever possible) instead of the passive voice. Review your release carefully to make sure that your language is as direct as possible. It is also important that you maintain the same tense throughout your release. Don't flip-flop from past to present tense.
Adverbs in Press Releases
Not every adjective was meant to become an adverb just by adding 'ly' to the end. Make sure your adverbs sound correct, and be sure they add to the text. "Tiredly" is technicall correct, but it sounds awkward and weak.
Use of Language in Press Releases
Your press release should be easy for the average person to understand without having to pull out the dictionary. Don't add unnecessary complexity, and don't assume that the reader knows industry jargon or slang. Keep it simple.
Point of View in Press Releases
Double check your release to make sure you are using the same point of view throughout. Don't write in the first person in one paragraph and then switch to the third person later in the release. As a rule, the third person should be used throughout a press release, with the possible exception of quotations.
Abbreviations in Press Releases
If you use an abbreviation in your release, even if it's common in your industry, spell out the first instance and follow it with the abbreviation in parentheses. For example, "Customer Relationship Management (CRM) software." You can then use the acronym alone on subsequent references in the same press release. You never know who will be reading the article that's generated by your release, so leave it to the journalist to determine what level of jargon his or her readers can tolerate.
Press Releases and Action
Press releases should be strong, affirmative statements. Describe what something is rather than what it isn't. Say, "The company is closed on weekends," rather than, "The company is not usually open on weekends." Better yet, say, "The company is open Monday through Friday."
Press Releases and Jargon
Avoid technical jargon, unless you are certain that your release will only be read by a very specialized audience. Generally, avoid figures of speech or expressions, even if your audience will catch your meaning. Using the simplest possible terms (without being condescending) will give your writing the greatest impact.
Overstating Your Case in Press Releases
Overstating your case in a press release will make the reader suspicious of the entire release. Using superlatives or over-emphasizing your point usually backfires. Make sure anything and everything that you say can be backed up. Cite credible sources in the body of your press release, and include contact information of sources for journalists to ask questions of should they wish to do so.
Conversational--Not Overkill
You should avoid jargon and make your press release conversational in tone. However, you don't need to include too much conversation! Take out any words that aren't critical to the meaning of the sentence. Journalists believe that "less is more," so watch out for words that don't add anything. Some words to watch for include: very, rather, obviously, pretty, and that.
Rules for Strong Copy in Press Releases
Make sure your copy is error-free. It should be clear, concise, and easy to understand. Leave the cute plays on words and pithy slogans to the billboards and magazine ads. In a press release, you need to communicate the benefits of your product or service effectively and efficiently. Use active language, and avoid past tense.
Press Release Frequently Asked Questions
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Who will be affected by my press release?
How can I make my press release newsworthy?
How do I write a press release about a celebrity who uses my product?
How can I make my press release relevant to the local media?
What is an editor looking for in a press release?
How can I get an editor to notice my press release?
How can I write a press release on my company's accomplishment?
How do I announce a new ad campaign in a press release?
Can I write a press release announcing my company's anniversary?
How do I write a press release announcing that my company won an award?
Should I issue a press release about my company being sued?
How can I get press for my company's community involvement efforts?
How do I write a press release announcing a contest or sweepstakes?
Can I write a press release announcing a celebrity endorsement for my company?
Can I write a press release about an executive offering an expert opinion?
Can I issue a press release if my company has filed a lawsuit?
How do I write a press release about my company's quarterly earnings?
Can I write a press release about a recent report that reflected favorably on my company?
How do I write a press release to announce that my company is offering free information?
How do I write a press release about a free offer?
Can I issue a press release announcing new funding my company has received?
How do I write a press release about an industry trend that favors my company?
How do I write a press release about my company's new facility?
Can I announce a new employee with a press release?
How do a write a press release announcing a merger or an acquisition?
How do I announce a name change in a press release?
Can I announce a new contract award in a press release?
Can I announce a redesign of the company web site in a press release?
How do a write a press release announcing a partnership with another company?
Can I announce a patent filing or award with a press release?
How do I write a press release announcing a new product?
Can I issue a press release announcing a new book published by someone in my company?
How do I write a press release about a reorganization in my company?
How do I write a press release announcing a sales promotion?
Can I issue a press release about a scholarship my company offers?
How do I write a press release to announce that a company executive is speaking at a major event?
How do I write a press release announcing that my company is sponsoring an industry event?
What can I announce in a press release?
Does your press release answer these basic questions?
How do I lay out my press release?
What is the proper format of a press release?
What is the proper format of a press release? Who is the press contact?
What should the 'About' section say?
What should the opening paragraph include?
Where do I send a press release?
How do I send a press release?
How do I distribute my press release?
Should I use a press release template or software to help me write my release?
How often should I send a press release?
Will buzzwords help my release get read?
What is corporate communications?
Do I need a corporate communications specialist or department?
Why do I need public relations?
How can I write effective press release copy?
What are the keys to writing a clear press release?
How can I ensure my press release is well-written?
How can I make my press release as effective as possible?
What can I say about my product in a press release?
How can I best promote my product in a press release?
How can current events help my press release get covered?
How do I develop and maintain good media relations?
How do I get coverage for a late-breaking press release?
How do I distribute my press release?
Where do I send a press release?
What should I write about in a press release?
What are the best methods of press release distribution?
Should I distribute by other means aside from electronic distribution?
Who should I send my press release to?
What is an electronic distribution service?
How do I reach journalists directly?
Can conflict serve as the basis for a press release?
How can I ensure my press release is newsworthy?
How can I establish a relationship with journalists who cover my industry?
Should I provide content for Web sites other than my own?
What is the purpose of a press release?
What types of media outlets should I send my press release to?
How do I verify media outlet contact information?
Who should I send my press release to?
Should I use a press release template or software?
Should I use an online press release writing company?
Can I sing my company's praises in a press release?
What are the odds my press release will be run?
Is it OK to be defensive in a press release?
Should a press release sound like an ad?
Is it OK to use humor in a press release?
How often should I send out press releases?
Is it OK to use industry jargon in a press release?
What types of events are considered newsworthy?
What constitutes effective business communication?
Is it OK to use abbreviations in press releases?
Should I use active voice in press releases?
Is it OK to use technical jargon in press releases?
Is it OK to exaggerate in a press release?
Should I link my press release to a current news event?
What tone should I strike in my press release?
How strong should I be in making my point?
Should I keep my word choice simple in my press release?
Should I use adverbs in my press releases?
How can I write a strong press release?
What point of view should I use in my press release?
What are the most important things to remember when writing good press releases?
Should I attribute information in my press release?
What types of things are considered business writing?
What information should I include in the company tagline?
Should I include a dateline in my press release?
Is the headline really important in a press release?
What should the opening of my press release say?
What should I include in the contact information on my press release?
What elements should be included in a press release?
What should the opening paragraph of a press release include?
What should a press release quote say?
What should I include in the "About" section?
Should I create a press release template?
Is it OK to write a press release announcing an accomplishment?
Is a company anniversary an appropriate topic for a press release?
Should I write a press release announcing an award?
Should I send out a release about my company's community service?
What should I include in a press release announcing an endorsement?
Should I write a press release announcing expert opinions regarding our company or its products?
Should I send out a press release announcing our quarterly earnings?
Should I do a press release on a report that reflects well on our company?
Should I issue a press release announcing new funding my company has received?
Should I write a press release about my company's new facility?
Can I announce personnel changes in a press release?
What should I include in a press release announcing a merger or acquisition?
Should I announce a new contract award in a press release?
What should I include in a press release announcing a partnership with another company?
Should I do a press release on our company reorganization?
How do I write a press release announcing that a company executive is speaking at a major event?
What should I include in a stock offering press release announcement?
How can I position my company as an expert resource for media?
Should I send out a release announcing my company's participation in a trade show?
What does a corporate communication consultant do?
Where else should I send press releases?
Should I send my press release out to my entire address book?
Can I mention a celebrity in my press release if I know he uses my product?
Should I link my press release to current events?
Should I send my press release to my competitor(s)?
What are editors looking for in a press release?
What basic elements should a press release include?
What is the most important thing to focus on in a press release?
How do I make a press release timely?
Do editors pay attention to where a press release item is occuring?
How do I send a press release via a newswire?
What do I need to consider before distributing a press release?
Recent Press Release Questions
Q.
I`ve wrote a great press release for my book. Now i need to know where to send it?
A.
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| William Pirraglia |
