The Inside Track for Press Release Writers
This article is copyright free and is published in Article Marketing » Writing
There are some key principles that need to be followed by press release writers to ensure a successful press release.
Firstly, the press release description must be newsworthy and grab the attention of the journalist. This is best achieved by a punchy opening paragraph that covers the: who, what, when and where of the story. The better it is written, the more likely the journalist is to use it. If writing is not your strong point, then it is best to buy press releases from experienced press release writers. Furthermore, these writers often have media contacts that can facilitate the use of the press releases sent.
Secondly, the press release must be current, informing the reader of what is happening or about to happen, and ideally it should be local. This often means that more than one press release needs to be written allowing the description to have a local slant that will attract the audience required.
Thirdly, the description must be factual and the over-use of adjectives and fancy language must be avoided.
Fourthly, you must provide as much contact information as possible. The company name, product and people involved can be woven into the text, but the key contact details of the company – who to contact, phone numbers, address, email and web address – must be included in the last paragraph.
Lastly, the press release must be written in the third person (no I or we) and must be short and to the point. If the journalist wants to make it a longer news story, he will contact you and expand it in his own words.
There is also some etiquette involved in sending out press releases. You need to make sure that you only send releases when you really have something of interest. The release should be addressed to a particular person (or at least to the right department – e.g. The Financial Editor in the case of press releases on company performance). Let the recipient know who else you have sent the press release to or if he has an exclusive release. Always date the release and clearly state who the writer is and how best you can be contacted. Lastly, if you send the press release by email, do not send it as an attachment (it will not be opened!) and format it in plain text and a common font as this allows the journalist to edit it easily.
Just as you would not do your own dentistry, it is often prudent to order press releases from professional press release writers. The professional will interview you and your business, check the facts and make sure the press release is newsworthy and that it is not simply a cheap sales trick which will quickly end up in the journalist’s dustbin!
A press release is a key marketing tool used to communicate with journalists; if it is carefully crafted and audience-directed, it can achieve significant awareness for your brand or objective.
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