We cannot stress enough the importance of a well written press release.
While you are writing your press release, keep your target audience in mind. At the same time, keep in mind that part of your audience will be an editor, reporter or journalist. This is important as these are the individuals that if they like your story, will publish it giving you another arm of exposure.
Ensure that the first paragraph of your press release answers the important questions such as Who, What, When Where and Why. You have one sentence not to loose the editor/journalist.
The content within your press release should be accurate, easily readable and to the point. A well written press release does not need to be a novel. Remember the point of a press release is to entice the reader or journalist to contact you for further information. You do not need to tell your Companies entire life history. In fact, shorter press releases (usually between 175 – 300 words) tend to receive more exposure, if written well. Why? Because many trade publication journalists may be looking for a short informative piece of information to fill a spot within a magazine, paper or web site. Have you ever seen short snip-its within the side of a magazine, or down the side of the page on a web site. Guess where the information comes from.
A carefully written and informative press release will be sure to capture the eyes of journalists. Make sure you take your time, and edit your release carefully.
Section 2 – Do Not Embellish or Exaggerate Your Press Release Grammar
As we already know a well written press release, with perfect timing will give you the exposure everyone is looking and hoping for.
Now that you have written your press release, submitted it for distribution and are receiving phone calls and emails about it, you will no doubt have some questions to be answered.
If your press release is written with embellishments, you will very quickly lose credibility. Keep in mind, that this loss of credibility will also carry over to future press releases. Journalists will remember a source. They will remember a name. They will remember a web site. If you leave a bad taste in their mouth, they will remember this experience. This means the next time you submit a press release, which may be accurate the second time around, will not be looked at by a journalist that remembers you as someone that will embellish a story. Do not embellish or exaggerate your press release.
Make sure if you are using facts and figures to enhance your story, that you provide sources of these numbers where you can. The reason for this is simple. It adds credibility. If you publish figures or information, even though the information is accurate, people may go with the theory “it must be to good to be true”. Again, although completely innocent, may lead to appear stretching the truth. And again, this will lead to your press release possibly being overlooked in the future.
If the information is true, and you cannot back it up, if possible go conservative and inform them when they contact you. This may not always be possible, but remember, you do not want to turn a journalist/editor off.