What Makes a Good Press Release

Writing a press release for the media

This same old problem still exists. No matter how many articles or blogs or books you read, people still forget the basics to writing a good press release for the media. The focus is the "media".

I’ve seen pr people say that there are 10 tips, some say there are 7 tips, publishers will write an entire book with lots of tips. So who’s right?

Everyone. What makes a good release is that you first make sure it has news value…newsworthy, to the reader.
If you feel this is what you have then you need to identify your media. Trade publications should be identified differently than consumer, or general media. You need to write the release differently, not just the opening statement.

Now, rather than give you 7 top points, which is how Joan Stewart describes her point of writing a release (and I am not commenting in a negative way, she has good points), I will give you the brief version.

Make the release accurate with all the information. This includes your contact information should the reporter or editor want to contact you for further information.

Keep the release short, not more than two pages. And keep the "sell" out of the release. This is to be an informative writing, not a sales letter or sell sheet.

Now you need to distribute the release. This can be done via email, traditional mail, and/or fax (if it is high priority and needs immediate attention). Keep in mind the reporter, or editor reading the release is a person who has a lot to read to decide if YOUR information is something of value to their readers.

See Also