Writing a Press Release: 10 Do's and Don't's

Guest blog post by Katelyn Helgemoe
Communications Coordinator at Phoenix NAP

Press releases are published constantly. But what makes the difference between one that gets sent straight to the delete box and one that gets huge media coverage and steady follow-up? There are many things to consider when writing a press release, but below are the top 10 do?s and don?ts to keep in mind when drafting yours.

10. Use quotes (and cite your sources!) Quotes from key influencers can add credibility and personality to any press release. Additionally, a strong quotation from a top-level executive will allow readers to fully view the benefits and impact of the statement.

9. Don?t try to sell anything. The main point of a press release should always be to announce something newsworthy. Your peers and the public may be interested in the actual content, but if it comes across as too pitchy or advertising, the main announcement will get lost behind the selling points.

8. Write an attention-grabbing headline. Writing a successful, newsworthy press release is one thing, but actually getting people to read it is another. Quirky, loud and fun headlines will highly increase the chances of a press release to be read. Remember, the headline is the first bit of information people will see about your press release, so it must reel them in!

7. Know your audience. Although press releases are commonly sent out to the general public, it is still important to pinpoint who your target audience is. It is through this audience that you will gain insightful feedback from, monitor and analyze data about, and potentially network and connect with some within the audience.

6. Include secondary facts, information and details. Additional to the main announcement, a press release needs to include supporting details. Provide a brief background, interesting facts and other bits of information to add depth to the announcement.

5. Answer all of the ?W?s? (who, what, where, when and why.) As much as an attention-grabbing headline is important, an informative lead is equally vital. Including the five ?W?s? in the first few sentences of a press release allows readers to quickly understand what a company is announcing.

4. Don?t use first-person ? third-person only! Reading a press release should be like reading an article out of the newspaper, which is written by a neutral, unbiased journalist and not as if the writer is speaking directly to a person.

3. Include up-to-date contact information. Once a press release is live, reporters or other news outlets may reach out to follow up, so it?s extremely important to include current contact information for an individual who will be not only reachable but can answer any questions regarding the release.

2. Don?t make errors. As simple as it seems, spelling and grammatical errors can be easily overlooked by journalists but equally as easy for readers to spot. Not only does it pay to have another person proofread a press release, it also prevents a company from losing credibility.

1. Be accurate, clear and concise. Spend a few minutes verifying information, fact checking and doing your homework to ensure that everything in the press release is clear, concise and, most importantly, accurate.

Just remember the main objective of writing a press release is to articulate a clear story that will grab and keep the readers? attention. Follow the above do?s and don?t?s to successfully do so!

Phoenix NAP is a leading provider of colocation, dedicating hosting, and multi-location cloud IT solutions.

Source: http://blog.cx.com/business-tips/writing-a-press-release-10-dos-and-donts/

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