How To Write a Press Release About your Business
Here are some tips on writing a press release to help your business appear in media you are targeting. The biggest tip that I can offer is that good targeting of journalists is more important than beautifully crafted prose, so don’t get bogged down in wording. Journalists can see a story, that is one of their skills.
Five top tips:
- The headline must sell the story
- Make sure your press release explains, who, what, why, when, where
- Use a good photograph
- Include contact details
- Keep it short – it’s a summary, not a life story!
What is a press release?
A press release is a summary document that provides journalists with the information they need to decide whether or not they want to cover a story.
Depending on the media, a journalist may use it exactly as it is or it will just act as a taster to the story they will ultimately write.
Where appropriate, the journalist will do the beautiful writing, a press release supplies the facts.
What makes a good story?
Think about the publications you are targeting and the type of stories they run, your press release should reflect this.
If you are targeting a profile piece, write a profile. If it’s the news pages, think about what is new. ’Man Bites Dog’ is a story, ’Dog Bites Man’ is not.
How long should a press release be?
Aim for no more than 2 pages in 12ppt font. This should include a good photograph and contact details.
Also, always include a quote. A quote could be from a business owner, an industry expert or a happy customer – or all three.
How can I make get my press release noticed?
A journalist will decide whether or not they will open an email based on the subject so this must be compelling and sell your story as succinctly as possible. Don’t try and be clever with your headline, that is the sub editor’s job.
Also, good pictures are vital. A good picture can give an average story much more prominence on a page.
If you are targeting TV, think about what the moving images would be to accompany the story and help the journalist obtain these.
Should I include my press release as an attachment?
Paste your press release into the body of an email (a busy journalist may not bother to an open an attachment). It’s also a good idea to write a introductory sentence or so summarising the opportunity and advising if further photography or spokespeople are available. The email should be addressed to the person you are targeting – no blanket releases.
Your photograph (low res!!!) should also be in the body of the email.
Happy press release writing. I will finish as I started, good targeting of journalists is more important than a beautifully crafted piece of prose.