Can the General Public Understand Your Press Release?

Your goal is to communicate your news using everyday language, so avoid overusing technical jargon. Not everyone understands your particular industry or its terminology as well as you.

Excess jargon will confuse your reader and may be enough for a journalist to pass over your release for one that is easier to understand. Leave the technical details for the phone call or follow up email. Once an editor contacts you, you might then give an interview or go into more depth on your particular topic. Chances are the editor will be more familiar with your industry, since he has taken the time to contact you.

Avoid flowery language, redundant expressions and unnecessary adjectives. These will detract from your story. And do not embellish or exaggerate your press release. If your release is written with embellishments, you will very quickly lose credibility. Keep in mind that this loss of credibility will carry over to future releases. Journalists will remember a source. They will remember a name. They will remember a web site. If you leave a bad taste in their mouth, they will remember the experience. This means the next time you submit a press release, which may be accurate the second time around, it will not be looked at because the journalist will remember you as someone who embellishes your press releases.

Content is Key: Start Strong and Sell the Benefits

As mentioned in Section 1, your press release should have a strong, catchy headline and summary. Next, ensure that the first paragraph answers some of the important questions, such as Who, What, When, Where and Why. Use one or two statistics here, as long as you do not go overboard. Remember: these first elements must grab the reader and make them interested in learning more, or you will lose potential media support and that second level exposure.

Content is key - 24-7PressRelease.com Press Release DistributionThe point of a release is to entice the reader or journalist to contact you for further information. You do not need to reveal your company’s entire history. A well written press release does not need to be a novel. In fact, shorter press releases (usually between 175 – 300 words) tend to receive more exposure, if written well. Why? Because many trade publication journalists may be looking for a short informative piece of information to fill a spot within a magazine, newspaper or web site. Have you ever seen short snip-its on one side of a magazine, or down the side of a web page? Guess where the information comes from?

We cannot stress enough the importance of a well written press release. The content within your press release should be accurate, easy to read, to the point and interesting to your target audience. And a carefully written and informative press release will be sure to capture the eyes of journalists.

Targeting the Media

Targeting the media icon - 24-7PressRelease.com Press Release DistributionWho is your audience? Who needs to hear your story, your news? In a perfect world, everyone would read your press release. To accomplish this, you must achieve ‘second level exposure’.

•  First level exposure – have someone else distribute the information for you through press release distribution, such as 24-7pressrelease.com.

•  Second level exposure – the media picks up your story, calls you, or simply modifies it for their own use. An exceptional press release will be picked up by journalists for publication on web sites, in trade publications and on radio or television.

Although first level exposure is always good, second level exposure is where you will ultimately reap the benefits of obtaining customers or getting their attention. You will have a better chance of gaining second level exposure if you write your press release while keeping the media in mind. These are the individuals that will publish your release elsewhere, if they like it.

Keeping your press release unique, to the point, professional, easy to read and grammatically correct will enhance your chances of someone from the media picking up your story.

Is it Newsworthy or Not?

Do you really have a newsworthy story to tell, or are you writing your press release just to throw your name out into the masses, in hopes that someone will read your pointless information? If so, then stop. Do not send a release out for the sake of just sending one. If you submit a press release with information that is not of interest to the public―and worse yet, continue to do this―you will eventually alienate your media contacts. When your company’s name or your name is seen, it will be ignored. Make sure your press releases contain valuable information. Make every word count!

Do you have a compelling, important story to tell? Write about a new service you are offering that is unique from your competition. Or use a personal human interest angle and show how your product is helping others. Write about a new Fortune 500 company manager that is now on board with you. Or write about the benefits of your service.

Write a press release that is newsworthy. Can you time your press release with a current event, time of year or holiday? If so, then your story will have a hook for journalists. Use it.

Ask yourself these questions:

•  Who benefits from my product or service?

•  What new or unique bit of information can I hook readers with?

•  Where will my release make the best impact? which country, state, city?

•  When is the best time to release this information?

•  Why should a reader care about my product, service or information?

•  How can I hook them?

What may seem like news to you may not be of any interest to the general public, or the media. Ensure that when you write your press release that you have something to write about. Look for a way to make your release unique. A release is a story, so tell it wisely and grab the attention of the general public.

Formatting a Press Release for Distribution

Formatting for distribution - 24-7PressRelease.com Press Release DistributionThere is a general format for writing all press releases. To format a release correctly and most effectively, you will need to include the following:

Date Instructions: “For Immediate Release”, “For Release Before (date)”, or “For Release After (date)”. Many online distribution services simply ask you to insert a date in the date line or select one from a calendar.

Contact information: Make it easy for the media to contact you about your story by including as much information as possible. It is important to include a phone number, fax number, email address and company address. Failing to leave this information suggests that your press release is either amateurish or illegitimate. Media contacts will ask: “Why don’t they want to be contacted? What do they have to hide?”

Headline: Your headline must ‘hook’ the reader into wanting to read your full release. You may have a fantastic press release. However, failing to write a strong headline will jeopardize your entire release. It will be overlooked and passed by in favor of a release with a more interesting or exciting or controversial headline. So make your headline an attention grabber.

Sell the benefits of your product or service within your headline:

Losing Weight Is Easy If You Follow These Simple Rules

Or ask a question:

Want to Lose Weight the Easy Way?

These headlines draw a reader into the story, simply because they want to know how to solve a particular problem or they want to know the answer to the question.

Summary: This is a sentence or short paragraph that follows your headline. Here is where you continue to draw the media into your story by summarizing the information in your press release with a strong statement or two to keep the reader interested. But don’t give them everything. You still want them to read the entire release.

Body: This is the main area of your press release. Keep it simple, to the point and brief, 175 – 300 words. Use bullets when appropriate and clear, crisp paragraphs for easy reading. Your press release is meant to entice the media to contact you for further information, so encourage the reader to contact you and visit your web site.

About Us/Boiler Plate: Not everyone uses a boiler plate. However, this is the perfect place to add some brief information about your company. (i.e., “XYZ Company is a leading distributor of widgets and has been in the business of building widgets since 1900.”)

End of Press Release: To end your press release, simply enter ### on a blank line at the end of the release. Any information after ### will not be published.

Create a Press Release that is Engaging

An engaging press release that includes an interesting ‘hook’ or angle is an tremendous way to receive exposure for your product or service.  This may lead to media interviews with potential appearances on television and radio stations, along with inclusion in newspapers or magazines.

 

The idea behind a release is to capture the attention of your audience, whether this is your home town, state, province, country or international market, and educate them about your product or service.  Another benefit of your press release is to assist with online exposure and search engine optimization (SEO).

 

We cannot stress enough the importance of a well written press release with proper formatting. We are continually coming across inaccurate, poorly written or unedited press releases that simply will not be read. They become a waste of time to journalists who are already bogged down with information overload. And some releases are just not publishable.