Writing a Press Release: The Do’s and Don’ts

There isn't a right and a wrong way to get your news out to journalists, however there is when it comes to the way your content is written. The quality of your content is as important as making a conscious effort to dress appropriately for an interview. You want to make the best impression and provide journalists with information they could use to interest and entice their readers. So, what are the advantages for you? – A potential connection to a publication that could result in an increase in revenue for your business. Here's how to do it right:

Do's:

1. Create a headline that would make a distracted 15-year-old take a second look

2. Answer the five Ws: Who, What, When, Why, Where

3. Make the first sentence tease the reader to continue reading

4. Write in the third person

5. Concentrate on why a journalist would print it and why a reader would read it

6. Get a second pair of eyes to read it through

7. Provide some facts, a quote and a relevant picture

8. Provide clear contact details

Don't:

1. Create a boring, simply factual headline

2. Think you are the only reader

3. Assume that the reader understands as much as you

4. Use acronyms, industry jargon or incorrect spelling and grammar.

5. Bad mouth your competition

6. Use the release just to promote your product and brand

7. Write more than 800 words. (300-600 words is ideal)

8. Forget someone will have to pay to read your news - would you pay to read it?