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Writing a Great Press Release: Five Tips

Published by Thomas Bjorn on January 19th 2009 and viewed

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Press releases let you use the media to draw attention to your business, which makes it more credible in the eyes of the public. Consider five easy tips on how to make your press release great.

Proper Format: All of your press releases should be written in the proper format. Your goal should be to give you and your business a professional air. You will need to review your press release, checking spelling, grammar, and punctuation before sending it to any media source.

Writing Clearly and Pointedly: Since most media outlets receive a steady stream of press releases, they do not have time to read long ones. No press release should be more than two pages in length. In order to keep your press release at this size, your writing needs to be clear and pointed, answering the most important questions: who, what, where, when, why, and how.

Emphasize Benefits to the Reader: Your press release should encourage readers to do something. Depending on the situation, you might tell them to check out your website, visit the grand opening of your new store, or attend your special event. Your writing should emphasize the benefits that your reader will receive by taking part in whatever it is that your press release is promoting. Instead of just writing a straightforward advertisement, make potential customers see what's in it for them.

For example, a press release about a new food processor needs to tell readers more than the simple facts that the new product is more compact than older models. Make customers see the benefits they will derive from purchasing it by wording it differently. You could say, "The compact size of our new food processor will let customers maximize counter space while chopping up foods with just as much power as previous models." This tells your reader why they need to buy your product.

Make It Interesting: If your writing is boring, no one is going to want to read it. Try to find a balance between straight facts and excitement. Using the example of the food processor above, announcing that 'our new food processor will be available this spring' isn't as catchy as 'our new space-saving food processor will be available this spring, just in time to help you chop fresh vegetables for your summer salads'.

Keep Your Target Customer in Mind: Always remember who your target customers are while you write and submit your press releases. This will also help you to determine what information should be in your press release and which media sources you should submit it to.

You wouldn't, for example, submit a press release about a children's health event to a newspaper's travel editor, since this will not help you get your information to your target audience.

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