How to Write Press Releases Like a Pro
Everyone is a beginner. When you start taking on new responsibilities or tackling new endeavors, you’re a beginner. It’s a process that is uncomfortable for many people. If you’re just learning to write press releases or you want to improve your skills, take some tips from the professionals. You’ll shorten your learning curve and leverage their knowledge and skills to write great press releases more quickly and easily.
The first step to writing a press release like a pro is to have a system. A system is a repeatable process; something that you can do every single time you sit down to write a press release. An example of a system for press release writing might include the following steps:
- Gather your information. Collect all of the information you need to write the press release, including quotes and data.
- Write your press release outline.
- Write your press release draft.
- Write 10 to 15 headlines.
- Polish your press release and choose the top two or three headlines.
- Send your press release to your editor and/or peers for feedback, editing, and headline preference.
As you can see, that’s pretty straightforward system. It might be a great place to start when you’re creating your own system for writing press releases. As you gain more experience you may tweak your system to suit your individual needs. For example, you might write your headlines first, or you might gather information after you’ve written your first draft.
The next step to writing a press release like a pro is to set aside distraction-free time. Generally speaking, it shouldn’t take more than an hour to write a press release. Once you become comfortable with the process, it may take you much less time. Keep in mind that writing a press release is different than editing and polishing a press release. Those two steps will take additional time.
Professional press release writers always have their press release edited and reviewed by others. If you do not have an editor or someone you trust to review your press release with an eye for detail, then find somebody. Your press release communicates your brand to your readers, including the media. You want to make a good impression, and that means no mistakes and the best well written press release possible.
Finally, experience and professional press release writers understand how a press release should flow. Initially you’re not going to have that experience, and that’s okay. You can gain some experience by reading good press releases online and also by creating your own press release outline and template.
It’s okay to follow the form and structure of other press releases until you create your own style and system. The only thing a professional press release writer has over beginner press release writers is experience, and you can compensate for that.
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