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How to Write an Effective Press Release


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A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products.

Published in: Business, Technology

How to Write an Effective Press Release

  1. 1. How to Write anEffective Press Release Get your message out to the world!
  2. 2. Press Releases: Cost-Effective Path to PublicityPublicity is the most cost-effective marketingtool there is and it’s the only part of amarketing strategy that builds credibility.Many industries have innovative up-startcompanies that are relatively unknown.For these new companies to gain an edge overtheir competition, it is vital thatthey build credibility through publicity.
  3. 3. PR vs. Advertising – PR Builds Credibility and Wins Hands Down! Advertising controls the message while PR does not, and because of this, PR creates credibility. Many times readers see an ad and they know that what they are reading is just overblown hype. Most readers are more likely to trust independent authorities. Without a doubt, it is these same authorities that are directly influenced by good public relations and specifically, a well-written press release.
  4. 4. Press Releases: Cost-Effective Path to PublicityPress Releases Can Go the DistanceA well-written release can dramaticallyincrease your sales, expose your company tothe masses, and greatly enhance the image ofyour business or products.The Bottom Line: Credibility is the one thing that can win the customer’s heart and pocketbook at the same time and nothing builds more credibility than a well-written press release.
  5. 5. Press Release Content IdeasStarting a new business Launching a websiteIntroducing a new product Announcing relationships with Industry or Local AssociationsCelebrating an anniversary Announcing that youve reached a major milestoneAnnouncing a new employee or executive Obtaining a new, significant customerReceiving an award Expanding or renovating the businessParticipating in a philanthropic event Establishing a unique vendor agreementAnnouncing a partnership Meeting some kind of unusual challenge or risingEarning recognition of the company, above adversityproduct or executives by a publication Sponsoring a workshop or seminarAnnouncing that youre available tospeak on particular subjects of interest Making public statements on future business trends or conditionsCommenting on an industry update orarticle previously published Forming a new strategic partnership or alliance If youre not sure about what you should cover in a press release, consider these ideas to see if any apply to your business… -
  6. 6. How to Write a Press ReleaseSo, how to write a press release?Thats a million dollar question. If done right, it canindeed increase revenues.Lets get started by answering what a press release is."A press release is simply a statement prepared fordistribution to the news media announcing somethingclaimed as having news value with the intent ofgaining media coverage or internet exposure."
  7. 7. 7 Elements of a Press Release 1. Headline 2. Dateline 3. Summary 4. Details 5. Expert Quote and/or Principal Quote 6. About the Company 7. Media Contact
  8. 8. A Press Release Consists of the Following Elements:HeadlineThe headline is the first single line of text in the press release and tells whatthe press release is about. It can be a very effective tool to grab theattention of the journalists, so writing it from a journalists perspective is veryimportant. Think what headlines catch your eyes in the newspaper.
  9. 9. The Body of Your Press ReleaseDatelineThe dateline contains the release date of the press release and usually alsothe originating city of the press release.For online press release services, the date stamp is automatic and shouldnot be entered.
  10. 10. Short Overview of Your AnnouncementSummaryThe summary lets you give an introduction of the content of the pressrelease. It is the first paragraph in a press release that generally gives basicanswers to the questions of who, what, when, where and why.The summary should be a single paragraph with about three to five lines.Beyond 250 characters is too long, so this is the limit for most online PRsites.
  11. 11. The Body of Your Press ReleaseDetailsThe details come after the introduction. It gives further explanation,statistics, background, or other details relevant to the news and also servesto back up whatever claims were made in the introductory paragraph.The body should be at least 3000 characters or 500 words. Some onlinepress release sites allow you a much higher limit of 8000 characters. (notrecommended, people do not have that long of an attention span)The body should have a minimum of two paragraphs. All paragraphs shouldbe ideally between 5 to 8 lines each.There should be a blank line after each paragraph for good visibility.
  12. 12. Quote from Company Principal or Industry ExpertA powerful tool in any kind of writing is the expert quote.In press releases, quotes heighten credibility of the product or messageyou’re promoting.Quotes not only add believability, direct quotes spark up a press release,driving home the message.You can use indirect quotes and/or direct quotes. Indirect quotes are those you get from a written or spoken source not directly said to you. They are also called secondhand quotes. Direct quotes are those you get firsthand, by a one-on-one interview with the person.
  13. 13. Media ContactMedia Contact InformationThis section contains the contact information like name, phone number,email address, mailing address, etc for the media relations contact person.For good credibility, the email address should be the same as theorganization the press release is about.For example, if the press release is about an organization with a websitecalled, then the email address should
  14. 14. Press Releases: Cost-Effective Path to PublicityThe Final TouchesThe final paragraph(s) should describe the company. This is the "about thecompany" paragraph, and if there is more than one company mentioned inthe release, each should have its own paragraph. Explain the history, yearfounded, market approach, and the like.The reason this short paragraph can be valuable is in demonstrating anexpertise in the area of the news youre announcing, a history of pastaccomplishments in your market segment, industry awards, or the like. This can help to establish your “bona fides” — the fact your company is a legitimate professional entity.
  15. 15. General TipsA press release should be written in third person. Instead of using we, usand ours, your should be using they, them and theirs.It is very useful to look at other peoples press releases. Look at some of thepress releases on the Free Press Release Websites, as it gives a lot of insightinto how to write a press release.Stay away from hype-bloated phrases like "breakthrough", "unique", "state-of-the-art", etc.Never write in ALL CAPS – they will not publish this (it is also consideredyelling in current writing etiquette)Shorter is better. If you can say it in two pages, great. If you can say it in onepage, better.
  16. 16. Press Release Example: EFA Processing, L.P. is named ‘Overall Winner’ of the Collin 60 Awards for 2011. The Collin 60, Headline sponsored by Comerica Bank, honors businesses with the highest percentage of growth over a three-year period. Dateline FOR IMMEDIATE RELEASE PRLog (Press Release) - Jul 05, 2011 - On May 6, 2011, the Collin County Business Press hosted the Comerica Bank Collin 60 Awards Program, recognizing EFA Processing as well as dozens of other Summary Collin County companies that create a stronger economy in the North Texas region. EFA Processing was included in the 60 companies who were honored as being one of the strongest Details businesses in Collin County. In addition to being awarded the ‘Overall Winner’, EFA Processing was named the ‘Best in Category’ in the Business Services division. "Noted as being among the strongest businesses in Collin County, the companies honored with a 2011 Comerica Collin 60 award not only contribute toward a healthier North Texas economy, but also help Expert Quote make Collin County a leader in business, quality of life and opportunity," said Charles L. "Chuck" Gummer, Comerica Banks Texas Market Chairman. "We congratulate EFA Processing for being selected as Overall Winner and for growing and achieving success during challenging economic times." In addition, Comerica Bank donated $5,000 on behalf of EFA to their local non-profit of choice, which is Frisco Family Services. “Frisco Family Services is very fortunate to have EFA Processing as partners in our mission to prevent hunger and homelessness. The support demonstrated through this contribution and EFAs continued Expert Quote (2) support impacts not only those in crisis but the entire community as well.” said Joni Klarin, Development Director of Frisco Family Services Center. When asked for a comment, Paul Boyd, President and Chief Operating Officer of EFA, said “To be among such great company and win both ‘Best in Category’ in the Business Services division and be Principal Quote the ‘Overall Winner’ is such a great honor. For me it validates the hard work and tireless efforts of our people to achieve great results. We will continue to be passionate about helping our business partners succeed and help the consumers we serve be successful in life.” EFA Processing is a Frisco, Texas-based Business Process Outsourcing (BPO) provider. EFA’s clientsAbout the Company leverage Inbound and Outbound Call Center Services, Back Office Support, Software and other services to help consumers restore their financial future. Contact Email : *** Media Contact Issued By : EFA Processing Address : 7668 Warren Pkwy. : Suite 315 Zip : 75034 City/Town : Frisco State/Province : Texas Country : United States Industry : Business services
  17. 17. Free Press Release Websites Simply Register online at these free press release These sites have pre-formatted templates for easy submission. Once you have submitted your online press release it will be seen on the search engines such as Google and Bing. Next, to fully optimize your Press Release, attach the link to your Press Release on your company Blog, FaceBook, Twitter and LinkedIn.
  18. 18. Please contact me if you would like moreinformation on writing your Press Release and optimizing it for Social Media Susan McMahon 469-951-0288 Creative, Effective, Affordable Solutions to increase your online presence through Press Releases, and Press Release Optimization via Social Marketing © 2011 SMCreatives