Writing a press release can be a difficult and daunting
task, as you have to grab the attention of the journalist or press associate
right from the outset, and continue to impress enough for them to see a potential
story. The following 8 pointers will aid you in writing the perfect press
What is the readership of the media you are
sending to? Tailoring the style, language and angle to the publication’s
readership will help the journalist to see the relevance of the story within.
Put yourself in the journalist’s shoes when
writing a headline. What might the headline be if you were producing a news
story from this release? It will catch the journalist’s attention and bring the
information to life.
Keep quotes and case study information to a
minimum. Journalists like to do some of the digging themselves, so make sure
the relevant people are available for interview at the time of sending the
Keep playing with the structure of the release
until it feels right. Often the first draft will be almost upside down, with
the real introduction and essential information in the end paragraphs.
To be sure you are not reading blind, keep
taking breaks from the release and when you go back the flaws will appear. When
you go back and no more flaws appear, you know you have got it right.
Send your release in both plain text and PDF
format, to keep everyone happy.
Attach 2-3 relevant images to the email separate
to the press release for ease of access.
Summarise the main points of the release in the
email body, also known as the ‘pitch’, and make sure there is an attention
grabbing subject line or else your email might not even be opened.
Labels: e-PR, how to, press release, writing a press release