What Goes in a Press Release
Posted on October 29th, 2009 in Online Marketing & Promotion, Press Releases, Writing Content.
Tags: gaining media interest, headlines, how to, press, Press Releases, publlicity, writing a press release
As I’m going on a little bit of a press release run with some of my posts, I thought it only fair that I include some of the very basics of press release marketing for those that aren’t too familiar with this form of marketing. So, what is a press release actually made of?
Well, there are six main ingredients:
Contact information
This allows the media (newspaper, magazine etc.) to contact you for more information, should they wish to publish information on the news or to include contact details within the release for their readers to contact you.
Missing out this area is likely to stop your press release from getting any attention so provide as much information as you can so anyone can contact you easily.
The headline
Again, very important as this is what will grab anyone’s attention. If you don’t grab the reporter’s/editor’s attention they won’t read your press release and there’s no chance it will get published. It has to be newsworthy.
Read through your local newspaper and see what kinds of headlines work in grabbing your attention and see if you can find any similarities to base your own headline on.
An announcement
This is your introduction. The first paragraph has to introduce your news in a clear and concise way that is not only interesting but makes the user want to read more. You only have a few sentences so make the most of it and keep it sales pitch free, even if that is your overall intent. Whatever it is you are promoting it has to come from a newsworthy angle.
Look at article on Ezine Articles. Although they don’t accept press releases, the articles they accept often have good introductions with the aim of grabbing attention within a few lines and gives you a good idea of how you can make your announcement short and interesting without waffle.
The body
This should include more information than what is provided in the introduction. You can go into more detail, providing it is still interesting and relevant, and is acceptable to contain a sales pitch, providing it comes from a news angle.
It is also a good idea to include some relevant background about the subject of the press release.
Quotes
Many effective press releases contain quotes. This not only strengthens authority and adds depth to the release, making it more believable and interesting but also makes the press release more human – something that your readers can relate better to.
A good idea is to aim for around two quotes within your press release and use quotes that add value or add to the story behind your press release.
Finish
A well-written press release will end with a conclusion that repeats general information about the company or person as well as contact details should anyone require more information.
To help with writing your press release there’s a handy template at http://www.publicityinsider.com/release.asp which also goes into detail about how you can write a press release yourself and how you can use language to make it more newsworthy and interesting.
Do you have any press release writing tips to share? What has worked well for you? Comment below.
November 8th, 2009 at 10:52 am
From the band/artist promo work I’ve done I’d expand your point about the headline a little.
An excellent idea to read through the publication you’re aiming at to get a feel for the kind of headlines which work.
As important as using this info for the headline is in creating the ANGLE for the release. What the release is actually saying. It’s not just about “News”, it’s “what’s UNUSUAL about this news…”
So ideally you’ll want your release to say something a a little surprising or offbeat about your artist or music…
Another thing I’d add would be to find out the deadlines your target publications usually work to. For instance, I’ve had most success with the Music press the closer to their cut-off points for editorial that I submit my releases.
If submitted too early they can get overtaken by more recent events or forgotten. The advertising depts of most publications will usually be happy to supply deadlines for 12 months in advance.
Hope this is of some help