Knowing how to write a press release and how to make a story newsworthy is very important to ensure media coverage.
Here are my 12 top tips for creating the perfect press release:
- Keep it brief and concise, 200-300 words is ideal.
- The opening paragraph must state: Who, what, why, where. No rambling introductions needed.
- Use simple language and play it straight – leave the clever, quirky stuff to the journalists.
- Include all important information at the top of the release; journalists edit from the bottom up.
- An innovative product launch, award win, event or human interest story make the most interesting press releases.
- Ensure your message is topical and relevant to your target audience – if the release is for a local paper your news must have a local angle, if it is for a trade publication it must be of interest to that particular sector.
- Tie your story into a current industry theme. If you are launching a new product, does the product offer any environmental benefits? Has it been specifically designed to comply with current regulations? Does it offer a solution to a common problem encountered across the industry or its end-users?
- Include a quote from a relevant and named source, usually the managing director, a spokesperson or marketing representative.
- Perfect spelling, punctuation and grammar are essential.
- Select an impactful image to illustrate your release. Images must be high-resolution (300dpi) and at least 7″ x 5″. JPEGS, TIFF or EPS files are accepted.
- Include contact details for further enquiries; a journalist or reader may wish to contact you for more information.
- Add ‘Notes to Editor’ at the end of the release, containing background information on the company and its areas of expertise. Ensure you keep this brief.
For the best results, leave press release writing to the professionals and seek the services of a PR and marketing agency, such as PRG.