At Bytestart, we receive hundreds of press releases every week. Although around 40% are usually relevant to UK small businesses, out of these we probably only end up using 4 or 5 a week in our news articles. Many are not relevant to our business, some are poorly written, and the majority are not newsworthy.
So how do you write a press release that will catch the eye of a busy editor or journalist?
The key to writing a good press release is to keep it short, to the point, well structured and relevant. The perfect press release would not only be related to the recipient’s business area, but should also be newsworthy. Here, James Leckie, editor of ByteStart, uses his own experiences to provide 10 key steps to writing that perfect press release.
1. Make your press release newsworthy
Most journalists are interested in writing interesting news pieces and features for their target audience. They are not particularly interested in finding out how your company works or who the MD is – they simply want interesting, fact-based news.
Bear this in mind when penning your press releases and try to be objective in the balance between providing an interesting story and providing background to your new product or service. A good example would be to commission a survey related to your new offering and make the findings the subject of the release.
If your sole aim is to get a link back to a client’s website, then your email will probably already be in my spam folder!
2. Write a good headline
Believe me, unless your press release has an eye-catching subject line, it is likely to end up in the trash folder very rapidly. Most editors will not even open a release that doesn’t relate to their area of business, especially if the subject doesn’t hold their attention for at least two seconds.
3. Summarise the key points
Before the first paragraph, you should aim to write some key bullet points to summarise the benefits of your product or service.
4. The first paragraph is crucial
Try to insert a very short, punchy first paragraph summarising the aims of the press release – this can be either before or after the key points. Your press release should start off strong, followed by the detail. You may decide just to write a strong opening paragraph and not to use bullet points – that’s entirely up to you of course.
Rather than expecting editors or journalists to email your company for quotes related to your press release. Do the leg work for them and include several quotes from suitably important people in your company. If the editor wants more details, or a unique quote, they will get back to you.
6. Notes to editors
Ensure you include contact email addresses and phone numbers, and ensure the relevant people are on hand to take calls if you are running a new campaign to promote a product or service.
If a journalist wants to follow up on your press release and can’t easily contact your company, he will bin the article and go on to the next possible news piece. If you are including facts or statistics in your release which have been provided by a third party, make sure you include credits or source for each piece of information in this section.
7. Keep it short and sweet
A press release should be several paragraphs long, and certainly no longer than 500 words in total. Remember, you are trying to provide a snapshot rather than an essay. Interested journalists/editors will contact you if they want to find out more.
Just as job hunters may write several CVs in order to maximise their chances of securing roles at various companies, you should take time to tailor the press release to each recipient’s area of interest.
9. Style & formatting
Make sure you write your release in the third person… spell check several times and ask colleagues to proof read before pressing the “send” button. Clearly mark the publication as a “Press Release”, and write “End of Release” following the content. Plain text email news releases, without an attachment, always work well for me.
10. Hire an expert
If you want to make sure you hit the nail on the head first time with your press release, why not hire a professional to write one for you. A single page release shouldn’t cost more than a few hundred pounds to create. If your “news” is worthy of a press release in the first place, this could be money well spent.