Want to:
- Advertise your new business?
- Spread the word on a new product/service?
- Be seen as an expert in your field?
- Shape your company image?
You can do any of the above, and more, through an effectively written press release.
Give your story a hook. Can you tie your announcement to something in the news, a social event, etc.? This encourages journalists to use your press release.
Use specific examples. What in real life illustrates the usefulness or uniqueness of your service, product, promotion, etc.? What sets it above the mundane, makes it stand out?
Don't exaggerate. Readers, especially journalists, can see through fluff.
Write a strong opening. Like any sales pitch, you have a few opening words to make an impression, so use that first paragraph, especially that first sentence, to draw in your reader, make him/her want to read more.
Don't use big words, vague words, or jargon. If a reader has to look up a word's definition, or is confused by what you mean, you've hurt your chances of the press release going further.
Keep a style guide handy and use it. Many publications follow the AP Stylebook.
Finish the press release with background information. If the press release is about a new business opening, mention the owner's past awards in this field or other interesting information about the business unrelated to the article.
Be sure to add contact information, including email and phone number. Place this at the very beginning or end of the release.
Plan your message. Make sure what you have to say is newsworthy and useful about your business, service, product, etc. This isn't about writing an ad, it's about appealing to journalists and others to pick up your release and maximize its exposure.
Think about your audience. As excited as you might be about your new business venture, ask yourself why others should care. It's one thing to announce a new service or product, another to state what makes it unique, interesting, or different.
Make sure your message is timely. Simply put, journalists don't want to run old news--they want to run news that's before an event or as it's happening.
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