Tips for a DIY Press Release
By DALE JACKSON
A newsworthy press release is a crisp and compelling announcement to attract media attention, improving PR and customer reach.
Here are some useful tips to help to create a professional press release.
Condense the content into a catchy heading
An accurate, but appealing headline is essential for a press release. If you are sending it out by email, focus on the subject line. It should instantly capture the attention of the reader.
Pack a punch with your copy
Unless your content has quality, it will go unnoticed. Summarize your story in the first few sentences, make it engaging and ensure that it is precise.
Pick an interesting angle
You need to find an angle to hold the reader’s attention. Avoid overselling your company or product. Instead, focus on the reader’s perspective and prepare your pitch so that it urges them to read further.
Support with hard evidence
Your press release has to sound professional and in order to make it so, your claims should be backed with solid proof.
Ensure that you write compelling statements that support your announcement. Include quotes from company employees or relevant sources to make it sound authoritative.
Keep it crisp and correct
Make sure that your press release has flawless grammar, spelling and punctuation. Edit, proofread and perfect it.
Include contact information
You should include a contact address, email and phone number at the top of the press release. The last paragraph, called the “boilerplate”, should contain your website URL and a brief description of the organization’s background and operations.
Limit the length
Condense all relevant information into one page. The shorter your press release, the stronger the impact.
Choose the right target
This may seem like a no-brainer, but many companies make the mistake of sending out press releases to inappropriate targets. Consider whether your announcement is suitable for its intended audience.
Answer all the basic questions
Your press release should answer the questions: who, what, when, where, why and how.