Getting a reporter to act on or publish your press release can be a bit tricky so I’ve put together ‘7 Simple Ways to Stop Your Press Release From Ending Up in the Trash’
Here they are:
1. People read differently when they’re reading for fun or to locate key information – they tend to scan rather than read. Complicated concepts and sentences will break the reader’s train of thought and they become frustrated. A press release should be easy to read, but never talk “down” to the audience or be condescending. If the copy addresses complex ideas, theories and data, write it in a manner that makes it understandable to the layperson.
2. Avoid technical words or jargon in a press release, unless it’s being written for a technical audience (engineers, physicians, attorneys, etc.) or those familiar with the subject. If a specialized term must be used that the average person wouldn’t know, provide a short explanation.
3. Press releases and articles are written in the third person. The use of “I” “You” and “We” (in the first person) is unprofessional and doesn’t command the same level of respect. Blogs can be written in the first person, but keep the use of “I”, “We” and “You” to a minimum.
4. Always include who, what, when, where and why in press releases. If the release is for a special event, include the full date and time (for example: Sunday, May 10, 2014, from 8 a.m.-5 p.m.).
5. Every press release should have at least one quote, though two is better. The quote should refer to the person making the quote by first and last name and official title within the company (founder, owner, director or manager) if he/she hasn’t already been mentioned in the first paragraph.
6. After the individual named in the press release is introduced with first and last name and official title, they are always referred to throughout the rest of the release by their last name only. For example: Smith’s innovative new technique is changing the face of laser surgery.
7. When writing a press release, stick to the facts and don’t make claims that can’t be substantiated. Press releases provide newsworthy information about a product, event, service, company, etc. They should run between 350-500 words.
The key to writing a great press release is to think like the reader.
Your press release should be able to keep the reader’s interest.
Put yourself in the reader’s shoes. Before sending out your press release, ask yourself:
“Would I want to read my press release?”