What makes a good press release?
As information is your focus you need to ensure that you have a newsworthy item and, where possible, an angle that will make the piece relevant to a current event or issue.
A press release is not an advertisement, editors are wise to dressed up 'puff pieces'. BUT if you have a story to tell press releases are a great way to raise your profile. They can show your resourcefulness, industry acumen and corporate social responsibility including community invovlement. All these will create interest in YOU, reinforcing your credentials, attracting attention and potential new customers.
Here is our check list for top press releases:
Have you got a good headline/ title - will it get attention, whilst giving a clear idea of content?
Ensure your first paragraph is engaging and informative - outlining the main points
Subsequent paragraphs should expand on the first paragraph and contain quotes.
Don’t fall into the trap of using clichés or industry jargon.
Ensure you remember all the relevant contact details and any notes to help editors on the background to the project/your organisation. Oh, and don't waffle, 300 words is quite enough.
Wherever you can, include an appropriate picture to accompany the press release.
Writing a good press release takes a little time, skill and flair so it pays to get some expert advice and enjoy the greatest benefits.