A press release may serve many functions. These include announcements of products, services or events. It is a very effective tool in today’s electronic world, particularly when written properly. This article examines individual parts of a Press Release as well as how to make them effective.
Firstly, an effective Press Release must avoid marketing language, that is, you are writing news for the media (distinguish from marketing articles) so try to avoid writing jargon. Think of Press Release writing as an implicit marketing tool, with the right news story, you product or service will get the exposure it deserves. The news article should not solely be promoting a service it needs to inform and educate people about a certain aspect of the service; such as a solictors firm now operating in a new area or offering legal aid for example. A complete article will include the Title or Headline, Date & Place, Introduction, Body, Boilerplate, Contact Information and Ending (# # #).
In writing your Headline, introduce the product or service (news story) without trying to sell. Your goal at this point is to capture and hold the editor’s attention. The product or service is stated as a solution to a seeming problem. For example “New Lithium Batteries Will Allow For Smaller and Compact Devices” not “Our New Line of Lithium Batteries Will Allow For Smaller and Compact Devices.” The next segment, the Date & Place simply states where the article is originating from.
A Press Release Writing must also employ an effective Introduction. You should state the significance of the news in this paragraph (usually 3 to 4 lines). The next paragraph is the Body, in this segment, you will explain, provide statistics, quotes and all relevant information that help bolster your news story. Immediately following is the Boiler Plate paragraph; it should provide background information on your company or organization. It also a good idea to include your company details and really tells the reader about your company to really sell your services so that your business gains exposure.
Depending on the purpose of your article, you might elect to add a Contact Information Line, if you do, this will include the contact info for the media relations person. The last line is the Ending, and is denoted by a centered “# # #” (without the quotes). Further, keep the body of the Press Release under 5 paragraphs. These are the basic components in Press Release writing.