Press Release Master Class

1. Forget the title - that can be added at the end. Too many people agonise over a title but it's the least important part of the release. More important by far is the intro. Every press release starts with an intro - this is the first paragraph which has to summarise the whole story. Think carefully about what you want to say. What are your key messages?

2. Next identify your top line. Think how you would boil it down to one sentence if you were telling a friend in the pub or on the phone.

3. Write it down in just one sentence - 30 words is the absolute limit. If you can get it down to less than 20 that's even better.

4. Never start an intro with a name. If you want to go in with a name stick an adjective or some description in front of it.

Example: Instead of, "John Smith has launched a new company selling widgets." you could write, "Former fridge salesman John Smith has launched a new company selling widgets."
Or perhaps, "Dad of two John Smith has launched a new company selling widgets."

5. The next few paragraphs should expand on the intro. Why has John Smith started his new company? What is different and exciting about it?

Keep it simple and tell it straight - no jokes and don't try to be too clever.

6. This part of the release should include details such as John's age and where he comes from - don't use street just the name of the town or the suburb if he lives in a city. All names MUST be correctly spelt.

7. Once the facts have been told it's time to go into quotes. Run in with a line of indirect speech before opening quotes on the next paragraph.

Example:
John said the new company was his first attempt at running his own business.

He said: "I have always wanted to be my own boss but I have never found the right opportunity until now."

8. As in the above example keep every paragraph throughout the release to just one sentence. This will make the release read quickly and will increase its chances of publication.

9. Use action words where possible particularly towards the top. Example - instead of, "John hopes to attract customers with a ten per cent off all new widgets offer this month."

You could write: "Keen John has slashed his prices by ten per cent in a bid to entice more new customers through his doors this month."

In the second version John isn't just HOPING (passive) he is taking action - SLASHING prices in a BID to ENTICE. Even the customers are taking action - by going through his doors.

10. Keep the whole thing to a maximum of 400 words. When you've finish go back and add your title - this will be much easier now the release is in front of you. At the bottom write ENDS then underneath write, "For more information and images call John smith on 0123 456789 or 0987 654321. Email address is also a good idea. Make sure you're contactable. Journalists will react quickly if they like your story. Good luck.