How to write a press release
Press releases are mythical things, aren’t they? Every so often someone asks me how to write one and I shudder and come over all cold. Not again, I think, I can’t be bothered to explain the whole tired process another flipping time!
So here, right now, is my guide on how to write a press release. It may not be the most conclusive guide in the world, and it may have a few holes in it, but trust me: it’s done me proud on a number of occasions and should work a treat for you if you follow it to the letter!
Mine them for info about what they want included; for example, what other products might be relevant
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Who is your client? Let us assume that it is Red Diesel Kent . Now then, this company want you to write about their new fuel they have coming out for tractors. That’s really all they have given you, along with the bare facts, so the next step is to…
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Ask questions. A lot of them. Mine them for info about what they want included; for example, what other products might be relevant to the target audience? Things like that. This ensures that later on they don’t say “but you didn’t ask me any questions” which is probably one of the most irritating things one human being can say to another.
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Now, before you go ahead with a rough draft, you need to KNOW YOUR TARGET AUDIENCE and what style to write in. Should it be casual or formal? Fun or to-the-point? Whatever the case, don’t start until you have more than enough information. It saves asking questions later.
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Now you need to know the structure. Without structure, the whole thing will look amateurish and people will laugh. Basic press release structure is this: an opening paragraph summarising what it is about. A main body of text explaining the benefits and the history and how it came about. Get to the point quickly on this. Make sure any keywords are also added and then…
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Close with another brief summary – with maybe a couple of additional points that the reader hasn’t read yet. This will ensure that all the facts are there, and that the copy is very readable. All this should mean the press release works effectively and does its job.
- Lastly, but not least, make sure you do a spell-check both manually AND with the computer. You’d be surprised how much it affects the final outcome…and more importantly: can you afford to give people an excuse not to use you?
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