Thread: How To Write Your Press Release

OK, you have your newsworthy story and now it's time to craft your press release.

So, the main idea is to get the journalist to ring you for more information and set up an interview where they can hopefully write up a long feature about you. The second choice is for them to go with your release where the publication may only give you a short write up.

However, at the end of the day when it's in the hands of the journalist it depends on a few factors: how newsworthy it is, how many other press releases they have received and also what current World, national and local events are also happening.

Now if you can tie your release in with a topical and current news theme you increase your chances further.

Also, before you begin to write consider your audience and the media outlets you are thinking of sending it to - publications, radio, web sites or TV outlets. The reason being, it is better to study each of the mediums first so your actual release will be suitable and stands a better chance of getting the right results.

The Layout

In the top left hand corner you can either insert Press Release, News Release or Media Information and then from the name of the company that sent it. Underneath that write for immediate release and you can even underneath that write the date as well, but it's not always necessary.

Try and keep it to one page of around 300 words max. Remember you are not writing a feature article or story, that's the journalist's job and you are just informing them of your news.

Use simple words and short paragraphs and avoid any jargon, unless of course you've done your research and that's what they use only in that industry - ie. a certain trade magazine, etc.

Only write on one side of the paper and use double spacing (that's actually a gap in between each line and double that for in between paragraphs).

And also leave wide margins. The reason for all this is in case the journalist/editor needs to make notes and is also friendlier to read. If it looks too crowded it might just be scrapped.

Also, remember your release needs to be written up as an inverted triangle. I mean by this, don't save the juicy bits and valuable information till the end as the journalist might only read the first paragraph of your release and decide if they are going with it from that point on, so if there is more info below they might not read it.

Also, if they do go with your release and straight to print the sub-editor will cut from below upwards which means if space is tight in the publication they might only use the first paragraph or two - so if you had saved the most important feature till the third paragraph it will not get printed.

At the end of your release put the words - Ends - as this informs the journalist you have finished. Underneath that, state for more information please contact: (And include contact details including name, number, e-mails, website so if they need to contact you whatever time of day they can easily.)

Right, let's begin. There are three vital parts to a release:

1. Headline
2. First Paragraph
3. Body copy

The headline sums up the story. You shouldn't make it too long, clever, cutesy or obscure. Just like your headlines with your sales copy you need to attract attention and curiosity to get the journalist interested in your story. Start with a capital and then use all lower case, except if using names and proper nouns.

At least you have or should have a load of headlines already created from your sales copy to help you on your way and give you a bit of inspiration, even though you may have to tweak them a little.

The first paragraph is, after the headline, the most important part of your release. In no more than three sentences you need get to tell the whole story in this paragraph. It needs to convey a Who, What, Where, Why and When.

This is also the time to factual and grammatically correct. Yet again avoid any fancy jargon and fluff and get straight to the point.

Finally, the body copy should follow. Each new paragraph should include the next best bit of your story. Don't worry about paragraphs following in a chronological order just make it follow on with the next best bit of news and so on.

Don't forget to use quotes from your spokesperson. Include their full name and position. The quote shouldn't be too long and flowery and use real language, but yet again watch out for the jargon and other grammatical errors.

Try and make the first quote short and powerful if possible that clarifies the previous paragraphs and is also simple and easy to understand.

The second can be used to set the spokesperson up with a bit of authority and who seems qualified to talk about the subject. If it is going to be long, break it up over two paragraphs with Gary also added - and then the rest of the quote.

EXAMPLE
News Release from Catwel
For immediate release

Climate Changes Causing a Boom in Unwanted Kittens

Climate change is a major factor in seeing a boom of unwanted kittens. The usual kitten season is April till October, but the change with a longer and warmer weather cycle is causing felines to mate longer. Animal charities like Catwell expect another busy year.

Around 200 unwanted kittens passed through Catwel's doors last year.

'Luckily, we managed to re-home them all,' said Margaret Harris, founder of the volunteer charity Catwel that cares and re-home stray and unwanted cats of all ages.
'However, it's going to be a struggle this year, with lack of funds coming in.'

As Margaret prepares for another busy season she adds, 'All the kittens require neutering as well, which we carry out and oversee through Cardiff Cat Clinic before trying to re-home to loving families.'

The charity raises funds by goods donated for resale at their charity events and also gets a lot of help and response from food bins placed in supermarkets. This leaves more money to spend on veterinary bills and special dietary foods when needed.'

Margaret also adds, 'And most importantly, without fosterers and help from volunteers who give their time to take calls, transport cats and other services, Catwel simply would not exist.'

Catwel has already re-homed 40 cats this year. All cats and kittens are treated for fleas and worms and have full veterinary checks and any necessary follow up treatment wherever necessary before being fostered.

A small donation is required for each adoption from Catwel. If you think you can give a cat or kitten a loving home or would like to become a supporter then contact Margaret on ### ######## or (e-mail address).

- ENDS -

Editor's Note: For more info please contact Margaret on ### ######## where she will be happy to talk to you and show you around their cattery.


And that's how you do it... Good luck!

Great blueprint to follow to do things right
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Great work Nig
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Estani

Just curious -- What about a press release where you're really not aiming to have the journalist call for more info -- you're more publicizing an event or talking about a new product (or new-home communities -- I used to do a lot of work in that industry, before the bottom fell out). In those cases, we were mostly just looking for getting the release out there and would very typically go over 300 words.

How wedded are you to the word limit? As I said, just curious. I think you did a great job outlining what's needed, by the way.

Hi LizinM

While I agree with Nig about limiting the length of the PR this isn't a rule written in stone.

In a book written by Jon Wuebben, a very successful copywritter he suggests limiting the press realeases length to "350 -800 words, with most falling in the 500 - 600 range". However, your content should be brief and to the point with lots of facts.

Btw the book I talk about is "Content Rich, Writing your Way to Wealth on the Web" - Jon Wuebben

Atb
Estani

Well done Nig and excellent contribution. Couple this up with the top 100 or so online PR agencies and you're away. Of course the two that are way about the rest and are both paid for sources are:


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Kevin

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Of course this is just a guide for the word length and solely based upon hooking the journalist's attention for their off-line publication and hoping to create a bit of free publicity.

I have just found from experience and talking with journalist’s a one pager is enough to do the job. You can include a second page titled Press Info or Company Details should you wish to expand on the subject or think there is some further information that could help the journo.

BTW: Letter or fax is one of the best ways to send it these days as everyone takes the easy route and e-mails it… which means if your subject line is not intriguing enough amongst the hundreds they receive that same day it will not be opened!

Mind you, I would still upload the release to your site for obvious reasons and also should the journo wish to go with it, but does not have the time to re-write it and can instantly access it by copying and pasting it ready to go.

I've uploaded a free chart on my other post to help you create that perfect story for your release.

That's the best info on writing a press release that I've seen. And just when I needed it. A big thank you.

hire professionals

Thanks for the info Nig.

I found it a great help because I've nearly finished a book that I have spent the last seven months writing.

After sorting out my website the next step for me was promotion.

Nice one!

Issy

Nig you have just dropped the bomb here buddy well done. Your info is in depth and accurate just how we like it.
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I have heard a lot of people talking about keyword use and long tail keywords in articles but i never really understood it. Does it just mean that you need to mention your main keyword and related keywords as much as possible?

Does anyone have more information about that?

This area of traffic generation is called OnSite SEO and it works like this in its simplest form, but remember it only accounts for 5-10% of your organic SEO strategy:

1. Get your main keyword in your title tag, that piece within the frame of your browser above you URL address field

2. Get you Keyword in the title of your copy

3. Include your keywords only once within the run of your main copy

If you start dropping them every where, the spiders will pick it up, it will be classified as "Stuffing" and your position within the Search Engine Rankings is likely to go down rather than up.

Simple as that really.

Kevin

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