Writing Press Releases

As a PR pro or company owner managing your own public relations campaign, writing press releases should become very natural to you. If you've got news about your product, service or company, then you're ready to experience the power of press releases.

And best of all? It's free!

So just what is a press release? It's simple. A press release is a one to two page document used to call attention to your company and its products/services.

Learn the building blocks of how to write a press release before you start submitting your releases to the media. Otherwise, you'll start getting a reputation that you're an amateur and your press releases will be ignored.

When you're ready for free media coverage, you send press releases to editors and TV stations. This isn't a guarantee that you'll get free publicity, though. There are many differences between advertising and public relations and in PR, the media is not required to cover your story. You send your press releases hoping they will pick it up for their magazine, newspaper or local newscast.

But you have to be patient. Some publications may take several months to publish your press release. And then there are other publications that will print your release in a few days. It all depends on your news and their schedule.

And television stations are a different story entirely. If you're trying to get air time for an event, send out your press release to your local TV stations at least two days beforehand.

Since news varies from day-to-day, a car crash can prevent stations from covering your event. But your chances are even lower if they receive your press release the same day.

Press releases are also known as news releases. Back to basics, it means just that: news.

If you've been marketing the same heating pad for 20 years and nothing's changed, there's no reason to write a press release. Editors will snub their nose and then line the bottom of their trash can.

Say your heating pad now has an automatic timer built in for convenience. There's your news!

There are several types of press releases you can write. Starting a business. Having new employees joining your team. Your company wins awards. You're working with a charity. Or anything new or different about your business and its product line constitutes a newsworthy press release.

There's a trick to writing press releases, though. Your message has to be newsworthy without sounding like a blatant advertisement. The release is written in an unbiased format so the reader trusts the information to be accurate.

However, there's a clear distinction between advertising and public relations. But if they're written correctly, press releases can be even more effective than advertising.

In order to build your press release, focus on what your readers will care about. Grab their attention.

Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.

Your first paragraph should answer at least five essential questions. Who? What? When? Where? Why?

If at all possible, answer a sixth question. How? Sometimes you just can't work the "how" into your piece. Always, always make sure you answer the first five questions, though.

Answering those five key questions gives you a great opportunity to make your point quickly. Don't bury your story. You'll have one paragraph to impress the editor...if you're lucky.

At the same time, don't approach the hard-sell. That's a quick turn off for editors and a great way to keep their paper shredder happy.

Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.

Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.

Keep your sentences short and to the point. Don't use jargon. Just keep it simple.

Don't be tempted to write a long press release. Stay as close to one page as possible. More than two pages is way too long.

One thing to keep in mind is that editors don't have a lot of time on their hands. They'll be reading your press release with hundreds of others. So imagine how many editors will roll their eyes if they see a three- or four-pager come across their desk.

Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.

A good press release, one that will be seen in print, is tightly written with accurate, newsworthy information. Since most press releases are printed exactly as you send them, make sure there are no spelling errors within your piece.

Since you're not paying for ad space and getting your press release published is up to the editor, consider the services of a freelance copywriter or a PR firm. PR firms usually run the same amount as an advertising agency. So you might be better off with a freelance copywriter. It all depends on how many press releases you're planning on submitting.

Once you send out your press releases, how will you know if they're printed? You can use a clipping service that tracks the publications for you. They'll clip what actually appears in print and send it to you for your records.

But you'll know you've written a successful press release if your phone starts ringing off the hook. That's when you can say you've experienced the power of free press.