First, what is a press release? Well, a press release is a written account of a news item relating to an event or something else a business owner wants to announce to the masses. This news release is submitted to media sites where they are then published and seen by tons of Internet users.
Is it really that simple to create one? No, it’s not simple, but it doesn’t have to be too hard either; as long as you know how to create an effective press release. To help you understand what a press release is all about, let’s take a look at what a press release is NOT:
It’s not an article.
It’s not a sales pitch or advertisement.
It’s not a means to write fluff.
A press release is a news story that tells people about a news event. It’s written much like a journalistic piece in the fact that it tells you who, what, why, where, when and how.
Press releases are typically written for journalists or news editors to entice them to publish one’s story. In that case, it needs to be written like a news piece. Not sure how to do that? No problem, here is what a press release SHOULD contain:
When the release should be published.
An attention grabbing headline.
Contact information.
Powerful first couple of paragraphs.
Supporting paragraphs.
Any pertinent quotes about the event.
When the Release Should be Published
You will either put a specific date on when the release should be published or state that it’s for immediate release. If you have a special event going on a specific day, then you would want your release to be published a few days prior to that date. If it’s just a news item, then immediate release could be placed.
An Attention Grabbing Headline
The headline of your press release will be much like the headlines you see in the newspapers. It should grab someone’s attention and make them want to read what the release is all about. Your headline needs to stand out from the rest of the release, so it can be seen quickly and easily to help with immediate awareness.
Simply stating “New Business Opens Doors” is not going to grab as much attention as something like “Great New Way to Achieve a Healthier Lifestyle”. The body of the release could then explain that a business selling nutritional supplements opened its doors. Once a reader is hooked by the headline; then they’ll want to read the entire release to find out more.
Contact Information
People who read your release will want to know how to contact you to get more information. A website link should be provided as well as the business address, so people can be driven to your site to see what your business has to offer.
Powerful First Couple of Paragraphs
When writing your release, you will want the first paragraph or two to tell your readers exactly what the news story is all about. This is where you need to include who, what, why, where, when and how information.
The reason for including this information towards the beginning is simple. Not everyone will read the entire press release, so make sure they get all the pertinent information in right off the bat. This way they’ll know everything they need to know even if they don’t read the entire thing.
Supporting Paragraphs
The rest of your paragraphs will be information that supports what you’ve already stated in the first couple of paragraphs. It can go on to explain a little more about what you’ve already written as precise and to the point.
Any Pertinent Quotes Regarding the Event
This is usually the business owner or whoever is involved in the news piece. Along with that quote, it would be beneficial to get another quote from someone who’s considered an expert in the topic of your press release.
For example, if your press release had something to do with finances, then a quote from a financial expert such as a CPA would help add credibility to your release. So, you try to find an expert in the field your release covers and ask them if they would answer a few questions so that you could use one of their quotes in your press release.
