| How To Write an Effective Press Release |
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Writing a press release is an important part of advertising, marketing and announcing relevant happenings and future events to groups of people or to the media for wider distribution. The purpose of a press release is to announce a basic, factual and concise synopsis of news. A good press release should be objective and should be free from content that reads like advertising.
Although online press releases can be used as power tools to generate visitor traffic through search engines, an effective press release isn't written to influence search engine results. A well written press release that contains key elements of information is likely to be discovered and read by those interested in the subject and lead to follow through on the reader's part.
There are three essential parts to any effective press release:
1. The location and date of the press release: The location is important to casual readers and media persons alike. For example, a press release originating out of Europe will have little value to those living in the United States. Conversely, a press release issued within the same region or locality of the reader will be more useful.
The date is equally important and is an indicator of a press release's freshness especially if the news is related to events that may be time sensitive.
2. The press release body: The main body is where the opportunity to inform readers occurs and to draw interest. Use the main body to write a short and to the point overview of the news that is to be shared. Think of it this way, if your news was shared on the nightly news, your press release would be the main source of information and may be read word for word during the reporting. So, keep it short and to the point. Make use of the 5 "W's" and the "How?" That is; WHAT? WHEN? WHERE? WHY? WHO? and HOW? If you can incorporate those elements into the main body, your press release will have purpose.
Also, try to avoid writing ad copy here as the purpose of the release will quickly be lost. Lastly, always write the main body in the third person.
Note: ### are industry symbols that the message body has ended.
3. Contact information: Provide resources that allow readers of the press release to contact the spokesperson if more information is desired. If there is a corresponding web site or link that offers additional information that should be included in the contact section as well.
Below is a fictional press release. Take note of the structure and layout. See if you can spot many of the elements that make up an effective press release.
For Immediate Release
New York, NY (02/11/2011) Company ABC has completed production of its newest product, The Magic Bean. The Magic Bean is the third addition to Company ABC's product line said company representative John Doe. Doe explained that The Magic Bean is a substitute for beef and can be planted like any other seed but produces slabs of beef once fully grown that can be harvested and eaten by humans.
The Magic Bean took Company ABC nearly four years and an investment of more than fifteen million dollars in order to make the bean a reality. Company ABC anticipates that the benefits of The Magic Bean will replace the need for bovine livestock and will be a healthier alternative and much more affordable than that of real beef. Doe said that one bean can produce as much as fifty pounds of meat per year and that the bean can grow and produce forever as long as it is watered regularly and has adequate access to sunlight.
The company has launched an aggressive media campaign and plans to initially market the beans to large retail stores. It is expected that the beans will be available for purchase at a retail price of $1.00 per bean by mid-summer.
Company ABC is also working on additional beans that produce various other meats such as fish and chicken. They are expected to be avaible to the public in 2012.
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Contact:
Company Representative: John Doe
Phone: (123) 456-7890
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Final press release tips:
1. Get right to the point.
2. Keep it short and factual.
3. Avoid writing releases that read like advertisements.
4. Double check grammar and spelling.
5. Make good use of paragraphs. Every 3-5 senteces should be contained within a paragraph.
6. Avoid the temptation to place images or pictures within the body of the press release.
If you can follow this brief guide, you will be able to produce newsworthy press releases and possibly benefit from significant attention and interest that an excellent press release can provide.
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