Hints and tips on writing a press release

Not only do journalists get bombarded with press releases each day, but it is now much easier for them to go out and find the information themselves.  So to help I have written some simple guidelines to help increase your chance of having a story published.

Some simple rules:

• Make the editors/reporters/journalists job easy by presenting your press release in a format and style that appeals to them – this links to the next point!
• Make contact with your target magazines/newspapers to build up a rapport with them.  A good relationship with the press will lay the foundations for a successful PR plan.
• Your photo can make the difference on whether your story is covered. Editors/reporters/journalists all want their publications to look good so if you can help with a great photo - perfect!
• Be reactive to news as well as proactive.  You can make your press release topical by incorporating a recent news event this could be political, industry related or just an interesting story

Questions to ask before you write your press release

1. Why are you writing the press release: to broadcast information, increase business/sales, update target audiences, educate your audience?
2. Who is the audience? Who do you want to read the article?
3. Does the press release contain newsworthy information or important/valuable advice that will be used by your audience?
4. Is there a just cause for press release that you want to send out? 
5. What do you want the readers to take away from the press release?

Some hints and tips on the overall tone and structure of the press release

• Title – a powerful title will get the editors/reporters/journalists attention.  They are sent hundreds of press releases a day, so make yours stand out.
• Content – make sure the press release is grammatically correct; that it doesn't contain any spelling mistakes or errors, and finally that any sources are quoted correctly.
• Concise - keep it short, punchy and to the point, don't over use unnecessary flowery language.
• Factual – only present information that is true, correct and doesn't elaborate anything that to be communicated.
• Supportive – Quotes are great, but don’t use over hyped quotes as they can be seen as being too biased.