You’ll never see a class in press release writing in a business school, but this skill can take you a long way in the world of small business. Because small businesses don’t get the same media attention as large multinational corporations, you will need to seek your own [intlink id=”1331″ type=”post”]publicity[/intlink] and make sure your brand and logo design get the maximum amount of PR. Here are the basic parts of a press release and a few ways you can make sure they get read.
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Heading.
The top of your page should read the time frame for release; ‘For Immediate Release” is usually seen here.
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Headline.
Your title should be informative and intriguing at the same time. This will give the reporter a reason to keep reading. Remember: reporters may receive a stack of press releases every day, so they scan each while constantly asking his or herself whether this story will be meaningful to their readers or viewers. Make sure they have ample reasons to continue reading and no reason to toss your press release in the recycling bin. You can do this by explicitly stating how your product or service will make life easier, or by relating your event to a recent news item. Once you have the perfect headline, put it in all capital letters or in a bold font and center it at the top of the page, below the heading.
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Subhead.
This will be a short, one line blurb explaining or expanding upon the headline. These are usually written directly below the headline in italic print. If your press release will be out on the internet, the headline and subhead are where important keywords should be placed for good SEO.
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First paragraph.
A general rule of thumb is that press release writers should assume that no one will read beyond the first paragraph. All important information should be included here and a powerful theme presented. Like a newspaper article, press releases are usually top heavy with information—that is, most important facts are placed at the very top.
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Second paragraph and beyond.
This is where you flesh out your story, knowing that these details may or may not be read by the reporter and stand an even lower chance of being included in any news story. Last, leave contact information so that an interested reporter can contact you if they do need more information. These paragraphs should be kept as short as possible, with the entire press release fitting on a single page.
An important thing to remember, regardless of the part of your press release that you are writing, is that your press releases should be as professional as you are. No reporter will take an error ridden press release seriously. Further, with many owners placing press releases on their company websites, there is a good chance your customers will be judging you by your work as well. This means that grammatical and spelling errors should be carefully edited out. Ask an English-loving friend to proofread and give them carte blanche to be as brutal as necessary. A press release is usually the first time a reporter will hear about your company, and if it is not good, it may be the last.
