Press Release Writing – Proven Tips
Writing a press release is often one of the biggest writing challenges you’ll face. It’s not difficult, once you get the method and thought process down. However, it can take a bit of a strategy and process to become proficient. The key, of course, is to make sure your information is newsworthy. This is one of the areas where people get caught up and make mistakes. The following tips are proven tips from successful press release writers, marketers, and journalists.
- Know Your 5 W’s.
The 5W’s are learned in journalism school. However, you’ve probably not going to journalism school so here they are; who, what, where, when, and why. Your press release is designed to capture the attention of the media, at least in part. This means it must include your 5W’s. That’s what they’re looking for. Before you sit down to write your press release, outline these w’s. It’ll make the process easier.
- Identify Your News.
What’s your news? What is the news that your release is announcing? Write a quick sentence or two to summarize your news. Do this before you write your release. It’ll help you stay focused.
- Outline Before You Write.
Outline your news release before you write it. Each news release has a standard format. It has a headline, an intro paragraph, a few body paragraphs where you back up your information, add quotes, and include links to other media (like video). You then conclude with some type of call to action. Create a template outline so that each time you sit down to write a release, you can jot down the specifics. It’ll make it easier to write your release.
- Know Why They Should Care.
Why will the media and/or your audience care about the information in your release? If you can’t answer this question, don’t write the release. Joey Bob Smith getting a promotion isn’t news. Your audience doesn’t care. But if Joey Bob’s promotion means something significant for your audience, then that’s your angle. You have to be able to answer this question as you answer the question, “what’s your news?” They have to be aligned.
- Gather Facts and Quotes First.
How will you back up the information in your news release? Think in terms of facts, data, video and other media, as well as quotes. Start collecting that information right away.
- Know Your Goal.
Identify the goal for your press release before you write it. This will support you to write a release that fits your goals and helps you succeed.
- Write Your Headline First.
This goes against many common tips for other types of content. However, your headline is a critical component of your release. It tells your potential reader why they should care and identifies your news.
- Have It Edited.
Have your press release edited by someone other than yourself. Ask them to look not only for spelling and grammar, but also for clarity. Make sure you’re saying what you need to say as simply and clearly as possible.
Finally, end your press release the right way. Include your contact information and the traditional symbol to journalists that the release is complete. Press releases traditionally end with three ###s.
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