Writing an Effective Press Release

An effective tool in public relations, a press release announces newsworthy information to the media. Be it the announcement of a brand new product, a charitable event or the hire of a new company president, a press release allows you to release a newsworthy item to the media quickly and efficiently.

Crafting the perfect press release is an art and, with practice and experience, you can create your own press releases that effectively target the media and get your message across. It is an essential public relations tool that gives you the ability to create an interest among the media for your product, company or brand.

• Find Your Hook

Make sure that your press release is newsworthy, mentioning something new and innovative about your product, company or brand. If you write a press release about a company’s product that launched five years ago, there is no relevant hook to attract the media. However, if you write a press release that speaks about that same product from five years ago that has surpassed competitors’ products in sales, becoming the number one product in the same category then you have created a significant story about the growth of your company and product.

• Write for the Media, Not Consumers

When you write a press release you are directly speaking to reporters so keep it short and to the point. Avoid overly descriptive words unless it’s directly relevant to your product (i.e. for fashion items) and make sure you add a contact name, phone number and email for editors that are interested in following up with you for more information.

• Keep It Concise

It is important to remember that reporters and editors are extremely busy, they receive hundreds of emails a day from people just like you who are looking for editorial coverage on their product or brand. The more direct and to-the-point you can be with your release, the greater chance that a media outlet will review the entire email. A press release that is longer than one written page is generally a no-no. By keeping your press release specific to one target idea or topic, you are ensuring you keep your information is concise.

If it’s your first time writing a press release, you should always get a second opinion from a seasoned public relations consultant. They can help you shape your release into a story idea that will grab an editor’s attention!