Press releases need to be written as a newsworthy article, but in one page. Too often pr clients, or even professional pr writers put too much fluff into a press release and not the facts. Maybe it is because the pr client wants to believe that their news is more important than those published. That isn’t a reason to not follow the unwritten rules of writing good press releases.
Here are a few tips that we follow in the industry. Follow them, and you will have a better chance to get published.
1- Is the topic newsworthy? Announcing the new position of a person in your company may be news to you, but not to the reporters or editors. Even an open house isn’t “big news”. This doesn’t mean those releases won’t be published, but the odds are not very high they will. Try putting something exciting into these. For example, for an open house, announce that you are having a guest speaker, or will be offering something to the community.
2- Make your intro paragraph interesting, not a sales pitch. Give the reporter/editor something that wants them to read more.
3- Be sure you follow the AP style/formats and that it is grammatically sound.
4- Is the release fact based and well documented?
5- Make sure the message matches your target audience.
6- Be sure all the proper contact information is listed.
These are just a few of the important tips you need to write a good press release. Also, keep it to one page if possible. Your list of media needs to be considered when submitting the release. But that’s another topic. If you search Google for “writing press releases” you will see that these tips are mentioned by most all professionals and editors in the industry.