A well-crafted Press Release captures the attention of journalists and news people who are always under pressure
to produce stories before DEADLINE. A Press Release reported as news, or utilized as an interesting fact by an announcer,
has more credibility than an ad in a newspaper or a commercial on the radio.
First consider, is the story you have to tell news? Don’t try to slip in sales copy. It will be thrown out
and you will have a difficult time getting press next time. Look at the information from the media’s standpoint.
Does the information appeal to a wide range of the target audience of the publication or radio or TV station you are
sending it to?
Have you answered who, what, where, when, and why?
Attract attention with an interesting title. Start out with the most pertinent information. News people are busy
people so get to the point.
Fill in the details in subsequent paragraphs, but not too much detail. You want the whole release to be one page.
When you are telling your story, make sure it reads as a story. Does your product solve a common problem for a large
number of people or businesses? Make it clear how it solves the problem by giving examples.
Don’t use clichés; state clearly how your business differentiates itself from the competitors. Use real
life examples or quote data. When quoting facts about a business, make sure you get permission. Journalists expand
interesting, well-presented information into feature stories so it’s worth doing a good job. Use strong action
verbs and don’t use passive sentences. Edit, edit, edit.
Tie the information to social trends or current events. Don’t embellish keep to the facts. Journalists are
naturally sceptical, make it sound unbelievable, and they will assume that it is.
The company or companies involved should be described in a boilerplate or short descriptive paragraph that accompanies
the release.
If you are emailing, do not send as an attachment. Many media outlets are not permitted to open attachments so your
efforts will be wasted.
When you send out a release, be prepared to be available for calls and questions.
