DIY Tips to Write a Press Release

Follow these guidelines to write your own news release, however when you write your own press release you run the risk of turning off the media instead of getting them excited about you. Why not call for a free consultation to help you plan your publicity campaign.

1. Make it "newsworthy." Perhaps your company has a new product, a new management team, or new web site. But, as excited as you may be, those topics are not "newsworthy" unless you can come up with a unique angle or approach. Your opening sentence should be so compelling that it will capture the attention of the media you send it to. They are anxious to find fresh stories they can run, but they will not do your creative work for you.
2. Avoid cliches, hype and fluff. Do not use exclamation marks, or say things like "save money," or "superior customer service."
3. Use real life examples. Tell a true example of how someone used your service and changed their life, became more healthy, started a new career, and so on.
4. Tie your story to current events or social issues. Editors like to find stories that tie in to current events in the news.
5. Use active voice. Use verbs in the active voice to bring your release to life. Passive voice turns editors off very fast.
6. Keep it short. The fewer words the better. Stick to one page, which is 400 words or less.
7. Leave out the jargon. Use easy to understand terms and ordinary language. Write to a general readership, unless your target publication is a specific trade journal.
8. Use correct style and grammar. Use Associated Press style unless you are targeting a specific publication that uses some other style. Correct spelling and grammar are essential. Proofread your release.
9. Get permission. Never mention the name of a person, company, ticker symbol, or other identifying information without permission.
10. Use a standard press release format. Editors do not want to hunt for the information they need.
11. Submit it to the right person. You can waste a great deal of time and effort if you do not send your completed release to the person who decides whether to pursue it or not.