A few days ago I talked about writing a well-executed press release. Here are a few more guidelines to follow.
Tell the audience that the information is intended for them and why they should continue to read it. Deal with the facts and avoid excessive use of adjectives and fancy language. Don’t sell. A release which tries to sell or advertise will be “permanently filed.” Be factual, not promotional.
Provide as much contact information as possible at the top of the release and at the end: Event date, individual to contact, address, phone, fax, email, web site address. If photos are available, say so. Make it as easy as possible for media representatives to do their jobs.
The headline must grab the attention of the editor. It should summarize the information in the press release, but in a way that is exciting and dynamic.
Use quotes. I find that editors respond to my press releases because I structured it like a news story. If an editor doesn’t have to assign a staff writer to rewrite a press release, they are more likely to print it.
Hire a professional writer. They know the score and generally have good contacts with editors. A little investment can go a long way.