How to write a press release

First, decide who you are.

2 Every time you start to write, you need to ask yourself two questions:

What is the purpose of this piece of writing?

b Who am I writing to? /.

2 Here you are writing a press release to let the media know something about your company.

3 Look at the section on press release layout  Notice the suggested structure/layout of a press release.

Is this structure appropriate for this article? Plan the sections you are going to divide your press release

Then brainstorm the points you might cover in each section.

4 What style should the article be written in?

As it says in the examples, press releases should interestingly communicate to the media,

presenting original information that can be used in an article or radio / TV report. Press releases are rarely longer than two pages and follow a standard format.)

5 What phrases (including linking words and phrases)

might be appropriate in your press release?

(See the examples for useful phrases, such as: For immediate release. ..)

6 Now go ahead and write the press release.

7 When you have finished, check your writing for logical structure, clarity of ideas, the accuracy of

language, and appropriateness of the style.

Steps

48...1 – Write the headline

•  News release headlines should have a “grabber” to attract readers, i.e., journalists, just as a newspaper headline is meant to grab readers. It may describe the latest achievement of an organization, a recent newsworthy event, or a new product or service. For example, “XYZ Co. enters strategic partnership with ABC Co. in India & United States.”
•  Headlines are written in bold and are typically larger than the press release text. Conventional press release headlines are present-tense and exclude “a” and “the” as well as forms of the verb “to be” in certain contexts.
•  The first word in the press release headline should be capitalized, as should all proper nouns. Most headline words appear in lower-case letters, although adding a stylized “small caps” style can create a more graphically news-attractive look and feel. Do not capitalize every word.
• The simplest method to arrive at the press release headline is to extract the most important keywords from your press release. Now from these keywords, try to frame a logical and attention-getting statement. Using keywords will give you better visibility in search engines, and it will be simpler for journalists and readers to get an idea of the press release content.

•  Start with the date and city in which the press release originated. The city may be omitted if it will be confusing, for example, if the release is written in New York about events in the company’s Chicago division.
•  The lead, or first sentence, should grab the reader and say concisely what is happening. The next 1-2 sentences then expand upon the lead.
•  The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and overuse of fancy language and jargon.
•  A first paragraph (two to three sentences) must sum up the press release and the further content must elaborate on it. In a fast-paced world, neither journalists nor other readers would read the entire press release if the start of the article didn’t generate interest.
•  Deal with facts – events, products, services, people, targets, goals, plans, and projects. Try to provide maximum use of concrete facts. A simple method for writing an effective press release is to make a list of the following things:
• Add or include a quote from one of the senior executives who are part of the news item. When quoting somebody for a press release it is usual to report the quote with the verb said as it avoids any emotional message which could be misinterpreted.

• • What is the actual news?
  • Why this is news?
  • The people, products, items, dates and other things related to the news.
  • The purpose behind the news.
  • Your company – the source of this news.
•  Now from the points gathered, try to construct paragraphs and assemble them sequentially: The headline > the summary or introduction of the news > event or achievements > product > people > again the concluding summary > the company.
•  The length of a press release should be no more than three pages. If you are sending a hard copy, the text should be double-spaced.
•  The more newsworthy you make the press release copy, the better the chances of it being selected by a journalist for reporting. Find out what “newsworthy” means to a given market and use it to hook the editor or reporter.

•  The title for this section should be – About XYZ_COMPANY
•  After the title, use a paragraph or two to describe your company with 5/6 lines each. The text must describe your company, its core business and the business policy. Many businesses already have professionally written brochures, presentations, business plans, etc. – that introductory text can be put here.
•  At the end of this section, point to your website. The link should be the exact and complete URL without any embedding so that, even if this page is printed, the link will be printed as it is. For example http://www.your_company_website.com. Companies that maintain a separate media page on their websites must point to that URL here. A media page typically has contact information and press kits.