Congratulations!  You’ve got big news – now, how to get it out there?

The press release is an invaluable tool when wanting to get the word out about a new product, service or company accomplishment.  Coupled with a great online distribution service (like PRWeb or PRNewswire) they’re also a very cost-effective way to drum up interest in your business or even attract new clients.

There is an art to writing punchy, compelling press releases, but for the novice starting out, here are some invaluable tips to keep in mind:

Is it news?
Don’t confuse a press release with advertising – you’re not trying to make a sale.  Stick to the five Ws (who, what, when, where, and why) and concentrate on getting the word out about your memorable news item.  Your press release shouldn’t read like an advertisement – if it does, rewrite it.

Come on strong.
The strength of your press release all comes down to the headline and first paragraph – all pertinent information should be there.  The rest of the release supports the information you’ve already provided – don’t assume the reader will have the time (or inclination) to go the distance.  Capture their attention right from the get go – you can’t afford a weak opening.

Be discerning – not everything is news.
Despite your excitement about your news item, there’s no guarantee that everyone (or the media, in particular) will feel the same.  Focus on what is unique about your news – your angle is everything.  When you’re writing, keep this question in mind: “Why should anyone care?”  Don’t depend on clichés ; easy to come up with, they’re also easily forgotten.  Highlight the things that set you apart from your competition, and keep away from ‘old news’.

Know your audience – the media.
If the media picks up your press release they may run it with little or no alteration.  Alternatively  they might use the information as a springboard for a larger feature story.  Regardless, write your press release with the media in mind – structure your information the way you want the story told.  And make sure it’s well-written – no journalist wants to wade through bad grammar.

Just the facts, ma’am.
If your item is truly newsworthy, there won’t be any need for embellishment.  Just the facts are what the media want to see.  Hyperbole, exaggeration and filler are sure signs of an amateur release; don’t undermine your credibility.  If, without the fluff, you don’t have very much to say, put your press release aside until you do.

Be active.
Never use the passive voice – ‘began a campaign’ is far less effective than ‘campaigned’.  And don’t be afraid to use strong language.  As long as your facts are sound, making bold claims captures the attention of your audience and will help ensure your press release gets read.

Keep it short.
Extra, unnecessary words are your enemy.  Flowery language, inessential verbosity – all of this distracts from your purpose and may confuse your readers.  Use only as many words as necessary to get your story across – make each word count.  And avoid jargon at all costs – clarity, not obfuscation, is the name of your game.

A final note
Once you’ve got your story across, using effective, concise and factual language, you’ll need to write a short paragraph (company boilerplate) that includes all pertinent information about your products and services, including a brief company history.

Now you’re ready to get the word out and have your story told.

(For more information or assistance in writing cost-effective press releases, please contact pr@springboardconsulting.ca.)

by Katie Mead