SEO Copywriter & Press Releases

How To Write An Effective Press Release

One of the main tools used by small businesses to get media coverage is the press release. Most new small businesses however don’t know that the main purpose of a press release is to get the attention of an editor. Any editor.

That’s it.

It is not the job of your press release to offer a word for word story to a publication.

Once you understand that the purpose of a press release is to get the attention of an editor or somebody who might publish your story, then you might also begin to realize that there is a bit of an art to writing an effective one. But don’t panic. I’ll show you how.

The art of writing an effective press release actually begins with proper format. It probably shouldn’t matter how you format a good story but editor after editor has told me that if a press release comes to them and is not properly formatted, it often doesn’t get read. Read that again if you are bit of a maverick. You want to read about your company in the news then you might just have to follow the rules.

Ultimately your story will have to stand on its own but follow this accepted format and you stand a better chance of making that all important first impression.

Press Release Timing
The very first thing to appear on your release is the release date or time. If your story is for immediate release say so: For Immediate Release.

If there is a reason to hold some news or a seasonal deadline say so.

For example, “For Release Before Halloween.” Some background type releases can also carry the - Release at
Will tag.

Contact Information
Don’t make it hard for editors and journalists to get in touch with you. Just right under the release information you should state your name, address, direct phone, and email address under the heading “For more information”.

Remember the real agenda is to get them to contact you.

The Headline
90% of all advertising effectiveness rides on the effectiveness of the headline. Read that again.

90% of all advertising effectiveness rides on the effectiveness of the headline. Yes it does.

And it is no different for a press release. Most readers will decide whether or not you have anything to say based solely on the grabbing power of your headline.

You have to pull them in quickly.

So how do you do it?

Easy! You write five or six attention grabbing headlines and then put your release away for a couple days. After the couple of days are over, check out your release again and see which ones still grab you.

Dateline
Always, always at the start of the body of your release, you are expected to provide the date of the release and then the city the release originates from.

Put a dash after the city and then start the body of your release. For example: July 5, 2008 - Los Angeles, Ca - Yesterday in the city…

Double space
Double space the body of your release.

First Paragraph
Okay, so now your headline grabbed them. Now tell them what you’re going to tell them in the first paragraph. Don’t beat around the bush. Hit ‘em with your best shot.

Quotes and Credentials
Adding quotes to your press release gives it more of a “real” aspect. It makes it seem like, “Yes, this really is happening and it’s coming from the source”.

Call to action
So what do you want people to do? Why are you releasing the press release? What are your immediate objectives?

Do you want to score an interview?

Do you want people to visit your website?

This where you say so. Eg, Karen Whitemore is available for interviews. Just don’t hype your company or product. Nothing gets your release tossed faster.

End
And at the end of your press release, add the symbol # # #

That’s it! That’s how it’s done! Are you ready to conquer the world? If you need help, get in touch with me and I’ll see how I can help you with your press release.

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