Press Release Writing Tips – Voice and Tone

Hopefully you enjoyed our introduction to press release writing tips, which we will be providing all month long.

In our first post we explained what exactly a press release was. Now that you know what differentiates a release from an article or an advert, it is time to put that knowledge to use by writing your release. However, a large part of ensuring you’re not being too objective or too biased in your release is the tone and voice you use to communicate your information.

Pat Wootton at Prompt Proofing has blogged on this issue before, and had many useful tips to share. We have taken some of her advice and added our own tips below. Read and put these into action, and your press releases will improve substantially!

  • Make a note of the voice you use when writing your release – avoid first person (me, or I) references and instead use third person references (i.e. 24-7PressRelease is a press release distribution service dedicated to offering the best value and quality…).
  • Use a quotation from a company representative (who must be named, in order to provide the release with some validity). Incorporating this element into a release not only gives the release a personal touch but also gives you a chance to brag – the representative can be much more focused on promotions and sales than the actual tone of the release itself. So use this to its fullest. Having said that, don’t include more than two quotes per release – it’s not necessary and will feel like overkill.
  • Be friendly but professional. Avoid overuse of punctuation like exclamation marks, and don’t try to pretend that you know your reader. Instead, invite readers to contact you for further details or information, but otherwise maintain a strictly professional tone.
  • Remember that every time you send out a press release, that is a representation of your company’s reputation and how it will be perceived online. If your company is fun-loving and encourages social interaction, you can reflect that in your writing and help communicate the reputation your business wants to foster.

Using these tips to correct the voice you use when writing your releases will help to ensure you’re setting the right tone.

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