22 Tips To Writing The Perfect Press Release
September 3rd, 2011 | 
Author: 22 Tips To Writing The Perfect Press Release
One of the best ways to get free publicity is by writing a press release and sending it to your local media. The problem is that your local media gets bombarded with press releases day after day and the majority of them end up in the waste basket. So how can you increase the chances of your press release actually making it to print? Follow these guidelines and more often than not your press release will turn into a news story that gets you the free publicity you seek.
Over the years weve identified these 22 traits to help your press release stand above the crowd. Feel free to download our sample press release to follow along.
Trait 1 Make sure the organization you belong to is very clear. Placing this information at the top is a good start.
Trait 2 If your press release doesnt contain news you may as well not even send it. Promise news at the top with NEWS RELEASE in a larger font than the rest of the press release.
Trait 3 One of the main traits of news is that it is current. Since you are offering news make sure it is as current as possible.
Trait 4 Get the name of the person you are sending your press release to and place it in a prominent position. Be sure to double check the spelling.
Trait 5 Provide a specific contact person with a phone number where they can be reached. Dont make contacting you a challenge.
Trait 6 Its important to inform your contact when specifically youd like your press release to be run. If you dont have a specific date be sure to allow for immediate release.
Trait 7 Just like your other marketing materials headlines are a must. Include a newsworthy angle in your headline for best results.
Trait 8 Where is your press release being released from? Its always best to use a local angle so try to place the story from a local perspective.
Trait 9 Try to tell your entire story in the first paragraph. If everything else is cut at least you got your main points in.
Trait 10 Turn the story in a personal angle as soon as possible. Use quotes from known individuals if possible.
Trait 11 Use subheads to highlight important parts of your story. People are busy and only read the parts that interest them so include subheads for each of your target markets.
Trait 12 Beware of sexism and humor. What is funny to some groups may be offensive to others.
Trait 13 Use quotes from each of your target markets. Be sure to include quotes from groups that read the publications you have targeted with your press release.
Trait 14 Use later paragraphs for dispelling or confirming rumors. Its always best to cover your bases with a little objectivity.
Trait 15 Include quotes from senior executives to build credibility. News releases are taken a little more serious when the bosss name is on the line.
Trait 16 Could the local community perceive your news in a negative manner? If so highlight the potential positives.
Trait 17 If promising a specific future result be flexible. Not reaching your specific results on time will always bring bad publicity.
Trait 18 If space permits allow your executive to inject some human interest to the story. Use these quotes as a transition back to a more positive tone.
Trait 19 Is there an executive that matches the demographics of your target audience? If so place them in your target audiences shoes to close the story with added trust.
Trait 20 The notation 30? is the standard way of concluding a press release. Keep your press release to one page!
Trait 21 Including photographs is a great way to gain more attention for your story. Make sure the photos you submit are easily reproducible and will hold their quality in both color and black and white.
Trait 22 If you have other media youd like to include or have available be sure to provide the information here. The more peripheral media you have available the easier it is to use your press release in a story.
The most important things to remember are to include a newsworthy angle that is of interest to the local community or specific readers of the publications you send your release to. By including as many of these traits in your next press release you will drastically increase the likelihood of gaining some free publicity for your small business.
About the writer:nbsp;nbsp;Aaron Emerson is a marketing and web 2.0 consultant and runs Prevail PR a San Luis Obispo marketing and web design company that guarantees to grow your small business 10 or more in the next 12 months. TRY FREE FOR TWO WEEKS!Prevail PR also provides RiskFree: Web Design Ad Improvements SEO/SEMPrevail PR: StepByStep Marketing Success
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