August 28, 2008

The A-Z of Press Release Writing

Some people equate a press release to a bland announcement, some people think it is a communication meant to hype up things, some consider it as a mere formality - well, who says some people can't be wrong all the time! A press release can boost traffic, create quality backlinks, generate customers and even engineer tie-ups - provided it is done the right way, and here's how it should be done:

Essentials of a press release

1. Always remember that a press release is not a sales letter. It is, however, an announcement about the introduction of a new product or service. If you don't have a new product or service, you might want to hold up writing a press release.

2. A good press release doles out valuable information about a product, service, offer or organization. There should be no hype in a press release.

3. The headline is the hook of a press release. Without a good headline, a press release can have great content and be overlooked. There must be an element of drama created in the first paragraph that will cause the person reading to want to read the second paragraph. It must include the what, why, when, where and who in the first paragraph of the press release.

4. The content of the press release must always be newsworthy. This is because it can be picked up even by national media and become a part of a bigger story.

5. The press release must be interesting to read. While it is true that you'd like to glorify your product, it is also true that the reader wants to feast his eyes on worthy content - so, always think like a reader when you draft your press release.

6. Avoid all cliched statements.

7. Stale headlines should be avoided. An example of a stale includes, "New Website Offers 10% Off". This is no specific, doesn't describe what the 10% off of what and has no benefits for reading any further. It has also been overused in advertising.

8. A good press release explains how a product or a service satisfies a need, and then backs it up with testimonials.

9. Press releases are known for being factual, devoid of fluff and without any exaggeration. Keep the adjectives to a minimum when writing and state facts.

10. Utilize dynamic, upbeat language and avoid slang. Press releases are written in an active voice.

11. Keep your press release clear and concise. Use the KISS* method when crafting your piece. (*Keep It Simple & Savvy).

12. Avoid overusing uppercase letters and follow basic rules of grammar.

13. When writing your press release, keep in mind that you will need to summarize it. All PR websites publish press releases in total, but for their listings use your summary. Be very clear in the summary and push benefits for reading further.

14. Write a strong resource box that talks about your services and website with a link back to an interesting article on your website.

While this only scratches the surface of the press release iceberg, if you follow them, you will have a very good press release that's ready for publication. Good luck.