Press releases let you use the media to draw attention to your business, which makes it more credible in the eyes of the public. Consider five easy tips on how to make your press release great.
Proper Format: All of your press releases should be written in the proper format. Your goal should be to give you and your business a professional air. You will need to review your press release, checking spelling, grammar, and punctuation before sending it to any media source.
Keep it Clear and Concise: Your press release should be no longer than two pages. Media outlets receive lots of press releases and don't have time to read a ten page report. Keeping your writing clear and concise allow you to fit in the important facts without going over the two page limit. As you decide what information to include, answer the following questions: who, what, why, where, when, and how.
Emphasize Benefits to the Reader: Your press release should encourage readers to do something. Depending on the situation, you might tell them to check out your website, visit the grand opening of your new store, or attend your special event. Your writing should emphasize the benefits that your reader will receive by taking part in whatever it is that your press release is promoting. Instead of just writing a straightforward advertisement, make potential customers see what's in it for them.
For example, a press release about a new food processor needs to tell readers more than the simple facts that the new product is more compact than older models. Make customers see the benefits they will derive from purchasing it by wording it differently. You could say, "The compact size of our new food processor will let customers maximize counter space while chopping up foods with just as much power as previous models." This tells your reader why they need to buy your product.
Keep the Mood Interesting: You need to write in a style that will make readers excited about your product. Dress up the facts in an effort to keep things interesting for your readers. With the above food processor example, you can tell customers that "the new compact, counter-saving model will be in stores this spring, just when you'll need it to chop up fresh veggies to make the perfect summer salad" instead of simply stating "the new food processor will be available in the spring."
Keep Your Target Customer in Mind: Always remember who your target customers are while you write and submit your press releases. This will also help you to determine what information should be in your press release and which media sources you should submit it to.
You wouldn't, for example, submit a press release about a children's health event to a newspaper's travel editor, since this will not help you get your information to your target audience.
About the Author:
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