10 rules for writing an effective press release
I receive dozens of press releases every week from ad agencies, PR firms and the marketing arms of large and medium-sized companies.
At least 50 per cent of these press releases are poorly written and could benefit from some serious editing and re-writing.
Here are 10 rules for writing an effective press release. If you send out press releases on behalf of your company or your clients, then hang this list in the office for all to read.
1. Organize your thoughts. Think clearly about what you want to say and how you want to structure your message. Your message should not be more than a single page.
2. Know your audience. This will dictate the tone, language and style of your message.
3. Include a date and a location. This information should appear before the first sentence in the first paragraph (i.e., Toronto – February 26, 2009).
4. Make your headline and opening paragraph compelling. If you don’t grab the reader’s attention in the headline and opening paragraph, she won’t read any further.
5. Use an active, rather than a passive, tone of voice. This demonstrates confidence and authority.
6. Write clearly and omit unnecessary words. Strive for clarity with each sentence.
7. Include a quote from a spokesperson (i.e., company president, CEO, marketing manager).
8. Include contact information at the bottom (name, phone, fax, email).
9. Provide a brief overview of any companies or individuals mentioned in the press release. This should appear at the end of the press release.
10. Spell check and edit carefully. Sometimes a second pair of eyes can spot errors or inconsistencies that need to be fixed.
10 rules for writing an effective press release - To learn more about this author, visit Ross Fattori's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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