BETTER BIZ WRITING TIPS - ISSUE 7 - NOVEMBER 2008 -

As a marketing tool designed to spark the interest of editors and news organizations, a press release can help put small and mid-sized businesses in the eyes of the media. Announcing a new industry product to a trade publication, publicizing a company-sponsored benefit event to a local entertainment magazine or simply announcing a new contract on your own website, a press release is the standard format of reaching out to the media, other organizations or the general public.
 
Writing a press release doesn't have to be difficult or complicated but there are a number of rules and guidelines to follow in order to make your release effective. Before you even start, decide if you need a press release in the first place. Editors aren't interested in a general sales pitch about how great your company is. Your release should be relevant to the publication or news network that you are pitching and it should have a timely or specific reason for pitching at this time. Use a strong headline to demonstrate that relevancy to the editor and why they might be interested in your company or why they should use you as a source in a larger story.
 
Press release topics include the announcement of new products, services, business alliances, clients, designations and more. Even if you are not distributing your releases to a specific media organization, they can make great additions to a news section on your website where the general public as well as the media can learn more about recent developments at your company. Any positive newsworthy information related to your company can be made public through a press release.
 
When it comes time to write it, remember to keep your release short, simple and straight-to-the-point. Press releases should generally be kept as short as possible, preferably no more than one page. Start by writing in an "inverted pyramid" style where the first paragraph gives the most important facts then is elaborated upon in more detail through the following paragraphs. That first paragraph of the release is critical and should include the five Ws-who, what, when, where and why.
 
Use subsequent paragraphs to elaborate upon your opening paragraph. Stick to the topic and use quotations, examples, details, facts or figures to explain who cares, why you should care, where someone can find it or when it will happen. Quotes from satisfied customers, company executives or others are usually included to give a personal touch.
 
A final paragraph should include more information about your company and your products or services. This can also include a brief statement about how many years you've been in business, credentials, customers and more. You should also include all relevant contact information. This paragraph can be used as a template and included at the end of every release.
 
Whether you're aiming to get your products or services in a certain section of a trade publication or just looking to expand the news content on your website, a well-crafted press release can be a valuable tool. Aim it well, keep it short, write tight and you just might spark the interest of a few editors.

1. Answer the five Ws and the one H in the first paragraph. Write your first paragraph as if the editor will not read anything else-in most cases, they wont. So, include all the relevant details including who, what, when, where, why and how.
 
2. Grab attention with a strong headline. A strong and short headline should summarize your pitch and grab the editor's attention.
 
3. Keep it short. In most situations, press releases should be kept to one page. Editors are often overworked and don't have the time to read through a four page release. If you don't sell your idea on the first page, they're unlikely to read on anyway.
 
4. Be concise and avoid industry jargon. Use layman's terms and avoid using complex jargon that may only confuse those who are not in your industry.
 
5. Include an ending paragraph with more information about your company. Use a three or four sentence template paragraph at the end of all your press releases that tells more about your company and includes contact information.
 
6. Be sure the information is targeted and newsworthy. Editors aren't interested in generally sales pitches about how great your products or services are. Make sure that you have a direct tie to their readership and a newsworthy or timely slant.
 
7. Don't overdo it with fluffy advertising copy. Press releases aren't meant to be advertisements so don't write them as such. Editors aren't interested in fluffy prose, they're interested in solid facts and details.
 
8. Send it to the right people. Avoid sending your press release to an organization without having a direct contact. Sending it to the right department editor dramatically increases the chances that your release wont be deleted or pitched in the trash.
 
9. Email it. Hard copies of press releases may still be appropriate in some cases but for most companies, email format is the best because it's free, offers immediate delivery and makes it easy for the editor to respond.
 
10. Respond promptly if a journalist calls. In my work as a writer and editor, I cant tell you how many companies have missed being interviewed or used as sources in my articles because no one responded in a timely fashion. If a journalist calls and wants to discuss your products or services, respond immediately because many work on tight deadlines.