Get Your Press Release Noticed

Q: What is the most common reason for press releases to be slam-dunked into an
editor's rubbish bin?

A: Because they are glorified adverts.

Press releases are all about letting the world know your news - they can be about a new product, the launch of a new website, the recruitment of a new CEO...the list is endless.

But you must ensure that your reason for writing one is because you are announcing something that will be of interest to others. The key is to make it newsworthy.

To help you avoid the rubbish bin, follow these simple steps:

Triple check it - once you have written your release, proofread it! The more you invest in your company's first impression the stronger it will be.

Give it bulging biceps - start off with a strong message. Your headline, summary and first paragraph should clarify your news and contain your keywords. Use the rest of the release to provide the detail. Add your web address too and tell them who you are, it will add to your credibility.

Always be professional - if you write with hype, slang, direct address or excessive exclamation the chances are that it will be viewed as an advertisement rather than a news article.

So what? - put yourself in your customers' shoes. Remember, this is your business so you are going to get excited about little things - but are your customers? Avoid clichés and focus on the elements that set you apart from everyone else. Try tying it in with current news issues, social issues etc.

Case studies - illustrations using real life studies about how you helped solve a problem are invaluable. Everyone can associate with real life examples - they are a powerful tool so use them.

Shout about your success - forget British reserve - your company is a success, you've hired a new MD - whatever it is, shout about it.

Be a tease - if you need to, hold back. If you are launching a new service or product, give your reader a link that will take them to your website so they can learn more. This will result in your call to action pulling them away from reading and pushing them to take action by clicking onto your site.

Words and voice - keep your voice active. Use strong verbs and economise - be clear and concise, make every word count. Don't use jargon.

Sounds simple doesn't it?

It may take a few attempts to get it right, but with practice you will begin to produce informative, compelling and interesting press releases.

One more tip - if you are sending your press release to the local newspaper, email to them on Sunday. Why? Because they are always desperate for news on Monday and therefore there is more chance that your story will be picked up.

Good luck.

Sally Ormond - freelance copywriter