Last week I gave some tips on how to structure a press release template. This week, here is some guidance on writing a press release – assuming that you already have your press release template together.
1. The Headline. The headline should summarise the entire press release and encourage the journalist to read further. If it’s a business to business press release, something along the lines of ‘Sondberg Printing Announces Acquisition of Greenink Supplies’ would work well. If the press release is for business to consumer, you might want to adjust your tone if the subject is a little lighter; for example ‘UK Consumers Love Peachy Scents this Valentine’s Day’.
2. Writing Style. Your writing style needs to vary depending on the content of your release. Think about the publication or website in which you want your release to appear and write about your news in a way that it likely to appeal to the editor. If you are sending your release to The Telegraph, The Sun or Baking Professionals, the style is going to need to be very different. With B2B PR, you can assume that the editor and the reader will have a lot more background knowledge of the subject.
3. Make a Great First Impression. The first paragraph should summarise all the key points. Remember that a busy editor will want to understand your press release quickly before putting it forward for possible inclusion or rejection.
4. Give Enough Detail but Not Too Much. Use your second paragraph to give enough – but not too much – additional background. About 100 words is enough.
5. Add Quotations. Add some quotations from interested parties. There should be at least one quotation from your company, perhaps from the CEO, plus a quotation from another related group. This could be a client or business partner if the release is about an agreement, or someone who understands the relevance of the news, either an industry spokesperson or consumer expert.
6. Finish with your Contact Details. These should be in the press release template I described last week.
This framework should form a useful template for writing a press release. I’d be happy to answer any questions your have if you leave a comment.