Press Release Tips for Beginners
When you’re first getting started with press release writing, it can seem overwhelming. This is particularly true if you’re accustomed to blogging, social media, or copywriting. While many marketing content formats are loose and conversational, press release writing can feel too structured and formal. It can be a difficult shift to make. The good news is that once you get a little practice, writing press releases can come naturally. The following beginner press release tips will help you build your skills in no time.
#1 Create a Template
There are dozens of press release templates available online and off. It’s a great idea to review these templates. However, don’t use them directly. Instead, use them to create a template of your own. The practice of creating your own template will help you gain a better understanding of the format – and the reasons behind each component of press release structure. It will also help you use the template more productively. When you create something yourself, you write it in a language that you understand. Your template will work perfectly for you and your press release marketing goals.
#2 Make Sure the Information Is Newsworthy
This is a biggie. Many people publish press releases every day, and they provide very little value or information. This hurts your credibility. Make sure that the information you are sharing actually impacts your audience. Ask yourself, “Why will my audience care?” If you can’t answer this question, perhaps a press release isn’t a good idea.
#3 Stick to the Facts
There’s no room for conversational copy, hype, jargon, or a sales pitch. You’re announcing news, telling your audience why they should care, backing it up with facts and a few quotes, and then providing links to more information. That’s it. Use plain language. Avoid excessive use of adjectives and figurative language. Focus on the facts. Provide as much contact information as possible, including whom to contact, their address, phone, fax, email, and website address.
#4 Be Succinct
Press releases need to be no more than one page long. After the headline, summary, and conclusion paragraph, you’re left with three or four body paragraphs. That means you have to be brief. Get to the point right away. Tell your readers what you have to tell them. Back it up with facts and relevant quotes. And tell them where they can learn more.
Writing a press release is a skill. It’s a skill that you can learn. With a little understanding about the structure and components of a successful press release, you can create your own basic template. Practice, make sure the information you’re sharing is newsworthy and track your press release results. Learn what works for your audience and what doesn’t.
