1. Building Your Brand
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How to Write a Press Release
Press Releases are a great way to tell your company story to a larger audience. For smaller newspapers and free
online news with limited editorial staff, a great story is always appreciated. A quality photo of a company
representative or product or an action photo containing people and the product or service garners more views
than a release without a photo. The photo should contain a one-sentence “cutline” identifying who is in the
photo.
Your press release should be written so it is easy to read (8th
grade level) and should not contain jargon or industry
terms that are confusing to non-technical/non-industry people.
Here are a few more tips:
 Steer clear of large, multi-syllable words that are not often used. Large words (and acronyms) will
cause the reader to stop and contemplate the meaning of the word (or acronym)−or worse, it causes
the reader to look up the word online−and you’ve lost the reader.
 If you choose to use acronyms (and these should be kept to a minimum) identify the acronym in the
first instance of use. Example: Software as a Service (SaaS)
 Read the press release aloud. If you run out of breath when reading a sentence than the sentence is
too long. Shorten it.
 Check the copy for typographical errors. A typographical error is a no-no with news outlets and once
the story is online, it cannot be retrieved, so make sure it is as perfect as you can make it before you
send it out.
 If there is time, send the release to someone you trust to read it and provide feedback.
 Read it backwards. It sounds odd, but if you will scan the copy from the last word to the first word,
you will spot the errors you missed.
 Avoid useless verbiage. Does it add to the story? If not, eliminate it.
 Many news organizations will scan releases for points of interest and newsworthiness. Including
bullet points helps the reader determine news value quickly. Bullet points can include product
differentiators, key points made in a speech, % impact, etc.
Questions to Ask: Is it newsworthy? Does it educate or does it sound like a sales pitch? (If it sounds like a sales
pitch, try again.) Do people outside of your profession know the terms? Is there a way to write the copy so
complex terminology/technology/processes can be more easily understood? Does the copy contain editorial
comment or opinions versus facts? Does it take a position that is not reflected by the majority of the audience
you are trying to reach? Does it disparage competitors? (Not advisable.)
Opinions and position statements are great for blogs, editorials and in some situations, case studies, but you
should stick with the facts when writing press releases.
Know Your Audience: Who are you trying to reach with your message? Ask yourself what publications they
read and target those publications. If you are trying to generate general awareness across industry sectors than

2. Building Your Brand
Mahony Communications www.patmahony.com 404-507-2942 Copyright 2015
a standard press release is a good way to go. If you are targeting specific industry sectors or news organizations,
use of industry terms is an acceptable practice.
What a Press Release Should Contain
Headline: Incorporate the name of the company, an action verb and enough of a reason to “click” on the
release. The headline should create a response. Keep it short - within 100 characters in length if possible. Use
keywords if possible and stay on point. If you can incorporate a % impact backed by a study, use it.
Summary Paragraph: Sometimes you will be required to write a summary paragraph which is separate from
the body of the release. Include who, what, when, where, why and an interesting fact that will cause the reader
to want to read further.
Body: The first paragraph should include the city of origin (Atlanta, GA), who, what, when, where, why and
when possible, back up your information with an independent source. You want readers to believe you, so back
up your facts.
Paragraph one: The five w’s and a statistic, study reference or trending topic that can be tied to the
release. List what action should be taken in the first paragraph as well: Register here, etc.
Paragraph two: May go more in depth about the subject. (Can be two paragraphs and subheads and
bullet points can be used to break up copy).
Paragraph three: Lead-in sentence and quote from a “C level” executive.
Paragraph four: (When possible) Lead-in sentence and quote from another “C level” executive.
Paragraph five: Two sentence summary and another call to action.
Paragraph six: About the Company
About the Company: This is located at the end of the body of the release. It should be kept short and free of
jargon. Elements should include: who you are, what services/products you offer, where you are located, your
tagline or mission statement, website address and call number/email address.
Contact Information: If the news media needs more information they will contact you. Provide contact
information as follows: Name of the individual who is designated to talk to the media, Title, Company, Email
Address, and Phone Number.
If you need the resources of a marketing professional to generate marketplace awareness for your company,
Mahony Communicationscan help. Mahony Communicationsoffers go-to-market strategiesaswellasbranding,
collateral, press releases, business development strategies, social media setup and tactics, and more. Gain
practical step-by-step marketing tactics that work. Call (404) 507-2942 or email: pat@patmahony.com.