Whether you're a non-profit or for-profit organization, you have something to share with the general public, industry publications, customers, members, and others. New products. New services. New events. New opportunities to get involved. Get the word out with a clearly written, purpose-driven press release.
Even if you're never written a press release before, you can create a focused announcement that delivers timely information and creates interest, and you don't have to re-invent the wheel, so to speak, every time you write one. Applying the following eight tips to any press release you write will help you organize and execute your publicity plans and communicate key information every time:
1. Identify the piece as a press release. It sounds obvious, but if you don't identify what your document is, preferably in the upper left-hand margin of your page, your news may never get read. The phrases, "For Immediate Release" or "Press Release," in all capital letters, are all you need.
2. Include contact information. Including your spokesperson's name, title, phone number, and email address makes it easy for a reporter/recipient to call with follow-up questions.
3. Answer five questions in your lead paragraph: who, what, when, where, and why. That includes your dateline, which tells the reader where and when the story was written (WASHINGTON, D.C., June 14, 2010, for example). Make this first paragraph as intriguing as possible so you not only grab your readers' attention, but you also convey all the important details as quickly as possible.
4. Make it news. Make sure your press release focuses on something newsworthy: a new product, service, event, change in operations, etc.
5. Focus on the facts. Your press release should include facts, not a sales pitch. Reporters know the difference between news and marketing hype.
6. Let someone speak. Including a descriptive scope from a person with authority personalizes your release and gives you an opportunity to break from the "just the facts" tone.
7. Don't forget the headline. Your headline should summarize your announcement. Include the name of your organization, when possible, and at least one strong action verb.
8. Don't get carried away. Not everything is newsworthy. Limit yourself to the number of press releases you distribute each week to maximize their impact. Otherwise, your press releases risk losing their potency.
