It is important, in any business, to know how to write an effective press release that can be published online or in a newspaper. This is crucial for your company so that new information or products can be shared with your consumers.
Your press release needs to catch the eye of those reading, but first grab the attention of the gatekeepers: editors, publishers, and journalists. The gatekeepers are the people that decided whether or not to share or publish your release.
At the top of the release you should have the words 'for immediate release' in all caps followed by the name, address, phone number, and email address where they can reach your company for more information. Then begin with the information you would like to focus on.
First, you need to start out with an interesting title. Not only will this get the attention of gatekeepers but also your audience. Your title should also be written in larger text than the body and, if necessary, make it bold. Keep the title short and to the point.
As soon as someone has read over the title, it is your responsibility to keep their interest. So, make sure that your release is newsworthy and relevant to the time at hand. People in the marketing and communication business are busy, so your press release should list the most important information in the beginning, such as, date and time.
Keep your release to one page. If you are successful and your press release is published, it is very unlikely that the entire release will make the page. Releases are normally used to fill open space and therefore, your release must be short.
Given that there is a limited amount of space and thousands of press releases submitted daily for publication, it is imperative that your release does not have any errors. For newspapers, make sure your release in written in AP Style. The less cropping and time it will take to fix the release the more likely it is that the release will be chosen for publication.
In the last paragraph give a name and number to call for additional information on your company or event. At the end of the page center "###" to signify that this is the end of the release and there is no further information.
Finally, after your release is written, submit or send it to someone on the paper, at the station, or working at the website that you know or have built a relationship with. If someone can recognize your name or remember enjoyable past encounters with you, they will be more willing to help you out. If you make the mistake of sending it straight to the news editor or man in charge without first having a working relationship, your release will probably be trashed.
All in all, make you release professional, timely, entertaining, and short.
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