How to write a press release when it's time to do a little crowing--
[caption id="attachment_6029" align="aligncenter" width="380"] Time to crow![/caption]
Think of your press release as a small news story about you or your company. This is something that every business should have some degree of comfort creating. If you are able to hire a writer then you can use the information below to gauge how effective the article is that they provide you.
The first step is to define your audience: who are you trying to reach. This will affect the language you use and how the information is conveyed. For instance you convey the information differently with a customer than you do industry peers. Also make sure that your information is relevant to your intended reader and when you are writing make sure that you spell this out for them.
Next define what you want them to do after reading your press release: what is the call to action. Defining this clearly will make it easier to write your article.
Spend time crafting an eye-catching headline that will pull the reader into your release and that also expresses the core intent of your story. Some writers recommend that this is done after the rest of the piece is written so it captures the essence better. Since we are now posting online as often, or more often, than in print keep it to approximately 60 characters. This makes it more sharable as a tweet or a status message on Facebook.
Write it like a news story. The first paragraph summarizes your entire story in two or three lines and should answer these five points: who, what, where, why and how. Any further information is provided in the next paragraph or two. You want to keep the entire piece to a page or less so be clear and concise. What graphics can you use to enhance your story? Include a quality photograph, your logo or for online posts, even video.
Provide your credentials or your companies credentials, contact information and social media links.
Have you crafted a great press release? Share a link in the comments.
Example real world press release
Guardian Faber acquire world rights for definitive book on Edward Snowden and the biggest leak in history
Burberry Uses iPhone 5s to Capture Spring/Summer 2014 Runway Show
Samuel Adams Brewing the American Dream to Host Small Business Speed Coaching in Los Angeles