When writing press releases, remember who your audience is. Press releases are designed to be picked up by journalists in the media. Journalists often have to slog through piles of press releases every day looking for something newsworthy. So, put yourself in your reader’s shoes and try to ensure that your press release addresses the journalist’s need to write a story about something that will interest his or her readers–not your end customers’ need for your product or service.
- There is usually a standard format and length for press releases. If your release does not follow that format or is too long, it is likely to be rejected automatically. If you routinely send press releases to the same media outlets, find out how they like to receive press releases and stick to their preferred format and length.
- Be newsworthy and include a quote. Can you tie your product, service or event to a hot current event, trend, or topic? Including a quote from a relevant personality or even from someone within your organization will also add punch and a “human touch” to your release.
- Be specific and avoid bloated language, starting with the title of your press release. If possible, try to summarize your release in the title. Which title is more compelling?
“French ad giant opens New York agency”
or
“French ad giant Publicom opens first U.S. agency on New York’s tony Madison Ave.”
As for bloated language, try to use specific examples rather than empty hype (“cutting-edge” and “unrivalled” are two you see frequently). Use specific examples to illustrate how or why your product or service is “cutting edge” or “unrivalled”. Remember above all, that if you tell a compelling story, the journalist reading your release might just want to report on it.
