The document outlines 7 rules for writing press releases: 1) Make the story newsworthy by covering launches or anniversaries but not promotions or websites. 2) Connect to the audience by providing relevant materials to publications. 3) Start with the news by enticing the editor in the first paragraph. 4) Make the first 10 words catch attention quickly. 5) Remove unnecessary words and avoid fluff. 6) Only include facts and stay neutral without opinions. 7) Provide thorough contact information for editors to verify the story.

7. Rule 1: Your Story Should be Newsworthy

8. Rule 1: Your Story Should be Newsworthy
Should Cover:
- Product Launch
- Business Anniversary

9. Rule 1: Your Story Should be Newsworthy
Should Cover:
- Product Launch
- Business Anniversary
Don’t Include:
- Blunt Product Promotions
- Company Website
- New Hire

10. Rule 2: Connect With Your Audience

11. Rule 2: Connect With Your Audience
Provide Relevant Material
- Magazines
- Newspapers
- Radio

12. Rule 2: Connect With Your Audience
Provide Relevant Material
- Magazines
- Newspapers
- Radio
If it Doesn’t Fit the Theme,
it Won’t Get Published

13. Rule 3: Always Start With the News

14. Rule 3: Always Start With the News
First Paragraph is King!
- Enticing Summary of News
- Pique News Editor’s Interest

15. Rule 3: Always Start With the News
First Paragraph is King!
- Enticing Summary of News
- Pique News Editor’s Interest
Leave Other Things for Later
- Who Announced It
- Contact Name
- Opinions

16. Rule 4: First 10 Words are Most Important

17. Rule 4: First 10 Words are Most Important
Powerful Action Verbs
- Catch Attention
- Quick, Easy to Understand

18. Rule 4: First 10 Words are Most Important
Powerful Action Verbs
- Catch Attention
- Quick, Easy to Understand
Avoid Long-Winded Opening Sentences that
Don’t Provide Fast Insight into What Your Press Release is About…
…You Get The Idea!

19. Rule 5: Avoid Filler Words

20. Rule 5: Avoid Filler Words
Remove Unnecessary Words
- “Brevity is a Great Charm of
Eloquence” ~Cicero

21. Rule 5: Avoid Filler Words
Remove Unnecessary Words
- “Brevity is a Great Charm of
Eloquence” ~Cicero
Avoid Adjectives that Don’t Add Value
- Um, really, like…
- No “Fluff”
- Don’t Take Away From the Story

22. Rule 6: Only Facts, Not Opinions

23. Rule 6: Only Facts, Not Opinions
News Don’t Have an Opinion
- Stay Neutral
- Let the Reader Form an Opinion
- Facts Only

24. Rule 6: Only Facts, Not Opinions
News Don’t Have an Opinion
- Stay Neutral
- Let the Reader Form an Opinion
- Facts Only
Even if Your Product is Great…
- Avoid Self-Flattery

25. Rule 7: Provide Contact Information

26. Rule 7: Provide Contact Information
The More, the Better
- Editors Verify & Clarify Stories
- Make it Convenient for Them

27. Rule 7: Provide Contact Information
The More, the Better
- Editors Verify & Clarify Stories
- Make it Convenient for Them
Remember
- Include Correct Numbers and E-mails
- Make Sure Contact Person is Available