Tweet

10 rules for writing an effective press release

Written by: Ross Fattori

Article Overview: How to write an effective press release.

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.

Related Articles
  Writing An Attention Getting Press Release
  5 Benefits of Publishing a Press Release
  Top Tips on How To Write Press Release
  Six Tips for Getting More Media Attention with Your Press Releases
  How To Write A News-Worthy Press Release

Article Tags: CEO, marketing firm, PR, Press release



Related Forum Posts
Re: New site promotion - how to begin? - Since you are targeting English speaking area, you will need to do a press release. Write press release and submit them to free press release sites or paid sites.
Re: What Do You Think Of My Breaking News Video? - Hi Zac, I agree with Mal. I think it is very effective and not too hyped either. Watching the newsreader I almost felt as if I was watching the equivalent of a press release. Good luck with it! DH
Re: Does a New Company need a "Big" PR firm? - [quote="OmnivoreInk":dmj1i0sv]I've started work with a brand new company that is going to do loss mitigation. My boss intends to hire a "big" PR firm - ie one that costs a lot of money - because he wants press releases sent out to the New York Times, the LA Times - all the major papers around the country - and he think they'll be more likely to print them if they come from a "big" firm as opposed to a one-person PR firm. I think it doesn't matter where the press release comes from as long as its well written. What are the opinions here?[/quote:dmj1i0sv] I think the most important factor is whether your press release will reach the most number of your target audience or not. It won't matter if the press release is well written if no one has the opportunity to read it. I also believe that credibility comes with having your press release in an established source like The New York Times, LA Times, etc... For instance, if you enjoyed playing tennis, who would you trust more? The advice from a recreational tennis player who has his own column in [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] [u:dmj1i0sv]or[/u:dmj1i0sv] the recreational tennis player who has his own blog? I don't know about you, but I'd listen to the guy on [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] over the blog owner at least 9 out of 10 times.
Re: Does a New Company need a "Big" PR firm? - I agree with Kevin [quote:3b8fyubd]I think the most important factor is whether your press release will reach the most number of your target audience or not.[/quote:3b8fyubd] You dont a big company that will charge mega bucks as Im sure they will even add a %age to the cost of the press release. Im sure if you approach New York Times, the LA Times with every thing presented professionally I think it will still stand the same chance. I would start advertising online, then locally thats when the NYT can see what there missing out on! And to test the water first!
Re: The Best Method for Online Marketing - In order to write a press release, you must determine the subject of your story. It can be about an event that affects your industry, or it can be about a change in your company that will affect your customer base. Press releases are in all actuality ‘cookie cutter’. Once you get the hang of writing them, all you have to do is fill in the blanks. Press releases conform to an established format.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Steps For Starting A Small Business

Why SEO is important for your online success

How to Set Sales Goals that Work

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.