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Write a Winning Press Release

January 20, 2008 · Written by Heather Juma

woman at computer Want to get your company media coverage in publications, on the radio or even on television? Write a press release. A press release is to announce something newsworthy about your company. Some examples are: your grand opening, promotion of a key employee, launch of a new product, record setting sales or a special event.

Editors, journalists and reporters get hundreds of press releases each day, so you need to make yours stand out. Make it easy for the recipients to read so they don’t have to search for the details. Also make sure the press release is relevant for the audience of the publication or broadcast you’re sending it to.

To get the best results send your information on a white letterhead with the information typed and double spaced. Make sure to include the following information: The contact person’s name, title, company name, business address and phone number, all located in the right upper hand corner. Below the contact information put an interesting headline, 5-7 words long in bold face type. Below the headline put the dateline; include the city and the date of your press release.

Then start the body of your copy, do not embellish or hype the information. Cover the basics: who, what, where, when, why and how in the first paragraph. The body of the text should develop your message. Limit the text to one or two pages. Pay close attention to grammar and spelling. When writing your text keep the following in mind, what will the product or service do for the consumer and how does it stand out from the competition? Remember to use your keywords or keyword phrase in the title, subheadline, the first paragraph, the third paragraph and in the summary.

Use bullet points to highlight key points in your announcement. Include a quote that supports the importance of your message; this quote can be from you; make sure to list your title at the company. At the end of the press release include a recap restating your product’s specifications, and highlight the product release date. Make sure to include live links in your press release that will take your readers to a landing page on your web site that will allow them to do business with you. Your landing page could provide them the opportunity to sign up for relevant information or take them to your sales page, this will be determined by the type of press release you’ve written.

Followup is crucial, wait for four or five days after you’ve sent the information and then follow up with a phone call. Remember to be persistent, but be polite. The effort you put into your press release will pay off. Plan carefully, a good marketing plan will include a monthly press release.

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