The good thing about press releases is that it is much cheaper than cooking a huge ad campaign and the results if successful is even better than the result of an ad campaign that required an enormous amount of money. Now press releases are actually different from a resume, an advertisement or a sales document. It is actually an article written with a journalist's touch that aims to highlight the interesting and newsworthy element of your company, product or event. In making press releases you need to consider that you are having two target audiences whenever you write one. You need to think of the journalists who will first assess your press release and the audience who will read it after the journalist found it newsworthy and had it published.
Since you still need first pass through a ruthless and intensive judgment of a journalist, you need to make sure that your press release will be able to convince the journalist that your press release is newsworthy to be published. Now these people are really busy and they really get tons of press releases each day. One thing that you really need to work on is how to make your press release unique and different from any other press releases that they get each day. It must be able to catch their attention just by the first look. And you also have to keep in mind that since journalists are super busy people, a long and flowery press release won't appeal them. So make your press release brief and concise. In order for you to have this achieved, I have prepared some tips that will be very helpful when you make one.
- You need to first put on your release date. This will let your journalist when to report your affair.
- Contact information should follow the release date. It should include your name and number and other contact details.
- A very informative, comprehensive and yet catchy headline must be punched in after your contact information. This should be catchy enough without too many words such as adjectives and adverbs. It must be able to answer at least three of the Wh and H questions.
- The introduction is next and this opening paragraph must be similar to the dateline of a news article. You have to maintain the simplicity and the newsworthiness even in this part of your press release. This should be able to provide the basic information about the event being discussed in your press release.
- The body of your press release must expand the information discussed in your introduction. This is where you put your supporting facts and issues that may be of help if your press release gets published.
- A line or two about your company and its mission shall complete the last part of your press release which happens to be the company profile. It is sometimes referred to as the boilerplate.
- Then you can just put the word END at the bottom of your press release as an indicator that your article is finished.
- It will also be helpful if you will put a more detailed and expanded contact information at the very bottom of your paper. Adding your company logo will also help your press release to get the authentic and official look.
By Paul Hartunian
Photography © Raisa Kanareva