12 Techniques for an Effective Press Release
When writing copy for a press release, you don't simply write as if you are informing your neighbor that you have a party on this date at that place. For your press release to be effective, you should follow time-tested but easy steps. Below are 12 practices that you should know by heart to be an effective press release writer:
1. Grab the attention of your reader through your title. Your title will dictate the next action of your readers: Should they read more, or just ignore your copy? Make the title direct and specific but catchy.
2. Do not exceed 1 page unless absolutely necessary. Remember: A press release is not a marketing letter, nor should it be patterned after one. This means your press release should be brief, direct, and simple.
3. To save on space, ensure that all of your words count. Do not waste a single word without any relevance or connection to your press release. Count your words if you must.
4. You should write about your product in 1 to 2 sentences only. Any more than that is already taxing to a reader of a press release.
5. Focus on a specific angle or area of interest. This way, you can get your readers to focus, too.
6. Utilize the power of active verbs. In addition to active verbs being lively, they can also help you economize on word count.
7. A press release is like any ordinary document that follows rules of grammar, usage, and style. So, make sure you follow them strictly.
8. Present only the relevant facts. The readers do not care how the writer perceives his or her product or service. They will judge the products themselves.
9. Since you are dealing with facts, minimize use of adverbs and adjectives. And as much as you can, make sure to avoid fancy language.
10. Check if you have updated information. Validate them if necessary. You don't want to risk your credibility simply because you have mentioned incorrect data or information on your press release.
11. Ensure that all necessary contact details are available in the copy: name, address (location, email, and website), contact numbers, and others.
12. Make sure your copy will reach your target audience. It doesn't have to be the broadest means of coverage, but at the very least, it should cover all target individuals.
There are no hard-and-fast rules that one should follow when writing a press release. But a press release writer who follows these steps and guidelines will surely produce an effective and good copy. Print these out. Use these steps as a checklist for your next press release writing task. Or better yet, memorize them so that next time you write your press release, you can be assured that you will meet your objectives.
1. Grab the attention of your reader through your title. Your title will dictate the next action of your readers: Should they read more, or just ignore your copy? Make the title direct and specific but catchy.
2. Do not exceed 1 page unless absolutely necessary. Remember: A press release is not a marketing letter, nor should it be patterned after one. This means your press release should be brief, direct, and simple.
3. To save on space, ensure that all of your words count. Do not waste a single word without any relevance or connection to your press release. Count your words if you must.
4. You should write about your product in 1 to 2 sentences only. Any more than that is already taxing to a reader of a press release.
5. Focus on a specific angle or area of interest. This way, you can get your readers to focus, too.
6. Utilize the power of active verbs. In addition to active verbs being lively, they can also help you economize on word count.
7. A press release is like any ordinary document that follows rules of grammar, usage, and style. So, make sure you follow them strictly.
8. Present only the relevant facts. The readers do not care how the writer perceives his or her product or service. They will judge the products themselves.
9. Since you are dealing with facts, minimize use of adverbs and adjectives. And as much as you can, make sure to avoid fancy language.
10. Check if you have updated information. Validate them if necessary. You don't want to risk your credibility simply because you have mentioned incorrect data or information on your press release.
11. Ensure that all necessary contact details are available in the copy: name, address (location, email, and website), contact numbers, and others.
12. Make sure your copy will reach your target audience. It doesn't have to be the broadest means of coverage, but at the very least, it should cover all target individuals.
There are no hard-and-fast rules that one should follow when writing a press release. But a press release writer who follows these steps and guidelines will surely produce an effective and good copy. Print these out. Use these steps as a checklist for your next press release writing task. Or better yet, memorize them so that next time you write your press release, you can be assured that you will meet your objectives.
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