press release - Express Writers

What NOT to Do When Writing a Good Press Release

December 31, 2020October 4, 2013 by Adam Oakley

You just opened your writer’s desk at Express Writers to find a new assign- what? They gave you a PRESS RELEASE? It’s been, well, it’s been a long time since you wrote your last press release – and the last one felt like pulling teeth. You’re still painfully aware of that little fact, and you’re nervous to try your hand at press releases again. If you break out in a cold sweat every time someone mentions writing a good press release, you’re not alone! While press releases are critical for marketing of all shapes and sizes, they’re harder to write, for most people, than a blog or a web page. Fortunately, “difficult” isn’t the same as “impossible.” To dominate the press release forever, all you need to do is study up on standard press release formats! Today, we’re going to provide a breakdown of what NOT to do with press releases, and give you the information you need to dominate your next press release assignment. Going in Blind: The Worst Way to Start a Press Release While we’ve got all the respect in the world for free-flowing writers who bend the rules of grammar and structure to their will, Kerouac would have sucked at press releases. After all, a press release is an informative document meant to be picked up by the media. As such, it’s critical that your press releases follow a certain format and contain certain information. Deviate from this too largely and you risk having your press release overlooked or, worse, putting out a press release that doesn’t fulfill the purposes you wanted it to. Today, it’s critical to have a working knowledge of how press releases function. If you jump in blind and start typing until you reach your word count, your press release is going to fail. While learning the format of a press release might seem like a scary prospect, knowledge is power, and learning the ins and outs of a PR will allow you to dominate it. Writing killer press releases is a methodical pursuit, and the best-trained and most knowledgeable people win the race. 3 Mistakes NOT to Make When Writing A Good Press Release In the world of press releases, knowing what NOT to do is almost as critical as knowing what to do. With this in mind, avoid these three deadly mistakes in your next press release: 1. Providing Subjective Information Press releases aren’t meant to be subjective. Unlike advertising, they don’t “sell” a company or a product. They don’t tell people how great a brand is. Instead, press releases merely present facts that readers can rely on. For example, if you’re publishing a press release about an upcoming event, that document needs to include details about when the event takes place, where it will be held, who is sponsoring it, and how readers can learn more about it. The press release DOESN’T need to feature a bunch of fluff that tells people how this is the “greatest event in the world!” While the former is reliable and trustworthy, the latter is icky and will turn readers off your material. 2. Writing Poorly You did well in your high school English classes. Heck, you even scored high enough on your ACT that you didn’t have to take the Grammar-Spelling-Punctuation test when you applied for the Communications or Journalism program at your college. You pride yourself on your command of English. Unfortunately, that positive outlook won’t get you far when you start getting sloppy in your writing. Even the best writers sometimes fall victim to low-quality writing, and spelling and grammar mistakes. For an example of how immediately poor writing can cause people to abandon your press release, check out this primo example of a bad press release: In addition to being embarrassing for you, spelling and grammar mistakes and poor writing can also cause journalists and readers to abandon the press release without a second look. 3. Format the Document Improperly Press releases abide by a very specific set of formatting rules. Get them wrong, and you’ll look unprofessional and inexperienced, which is a major no-no in the world of press releases and writing for brands. Here’s what to shoot for when you format your PR: At The Top of the Document. The top of the document should include the company’s logo, contact information, and the words “FOR IMMEDIATE RELEASE,” or “Hold until [release date].” After that, you’ll want to include a keyword-rich headline. The headline should be written in title case, and should be short, brief, and to-the-point. For best results, use active voice in your title, and write it as if you were crafting a blog post or other click-worthy document. Your headline is just as critical as anything else, and it deserves to be treated accordingly. The Body of the Document. The body of the document should be populated by short, interesting paragraphs, no longer than 2-4 sentences. Include the who, what, where, when, and why of the press release topic, and consider pulling in some hyperlinks, multimedia content, and influencer quotes that provide a perspective external of the writer’s. Company Contact and Boilerplate Information. At the end of the document, you should include the company’s contact information (unless you plugged it in below the logo, which is fine as well), boilerplate information, which gives journalists and readers some background about the company and its main players, and a few social media links. Once you’ve input all that information, your press release should follow this structure: FOR IMMEDIATE RELEASE Title Case Headline, less than 170 characters Short summary paragraph City, State/Country (if needed)-Month, Day, Year Lead paragraph with who, what, when, where, why and how; most important information here Press release body, short paragraphs Last paragraph Company Information Contact Information ### or “End” 7 Insider Tips for Writing a Good Press Release While mastering the structure of the press release is critical, the battle of creating a great press release is bigger than that. Here are … Read more

Press Release Outline 101: How to Put Together & Write a Solid Online Press Release

August 25, 2022October 3, 2013 by Adam Oakley

Fast question: how familiar are you with the topic of a press release outline? If you’re like most marketers, the answer is “not very.” And, hey, we don’t blame you. Press releases aren’t something that most people dabble in, and the writing of them has fallen out of vogue in recent years. Recently, though, marketers in a variety of industries have begun to realize how influential a good press release can be, and people are focusing on the press release outline once again. If you’re interested in learning to outline and create a press release, this article is for you. Read on! What’s the Purpose of a Press Release? Press releases are written to help companies information out to their “publics.” No, that isn’t a typo. Public relations professionals refer to the different audiences as publics, in the plural. While the content of press releases varies, they information within them often relates to a new service, product or discovery that is important to at least some of these audiences. Because the information in a press release usually reflects on the company in a positive way, they’re not typically considered “hard news” by news outlets. Because of this, a company’s P.R. team is responsible for crafting well-written press releases. 7 Tips for Formatting News-Worthy Press Releases Press releases follow a specific format and, in order to create great ones, you’ll have to adhere to it. With this in mind, follow these press release outline tips: 1. Learn the formatting outline for a press release Make things easier for those beleaguered editors, OK? Public relations professionals want to maintain good relationships with the editors in their communities. Instead of deciding that you’re suddenly going to re-invent the wheel, stick to the tried-and-true format. In addition to making things simpler for the editors, you’ll also have a better chance of having your press release picked up when you do this. Here are the main sections of a press release, and they’re what you’ll need to stick to when you format yours: Headline Summary paragraph Location and date line Body Company information Contact details For an example of a press release that includes these sections, check out a recent Express Writers press release on PRWeb. Even in this simple screenshot, you can see all the sections mentioned above, and you can see how they work together to create a cohesive format that’s easy for the readers to understand. 2. Abide by best headline practices (keep it short) Your headline should be short, simple and to the point. Ideally, press release headlines are shorter than 170 characters, including spaces. For best results, include the press release’s primary keyword in the headline. This allows your press release to rank in Google for said keyword, which makes it easier for users to find. 3. Italicize your summary paragraph The summary paragraph covers the main topic of your release. It should tell audiences why the information is newsworthy. Don’t forget to italicize the entire summary paragraph. 4. Include relevant information in your date line This component of your press release should include your City/State information (and country if needed), as well as the month, day and year (use the month, day, year format). It should also include the name of the news release distribution service in parentheses, just like we did in our recent press release: 5. Add essential details to the body of your press release The body of your press release outline starts the line below your date line. The body paragraphs should include the “who, what, when, where, why and how” of the topic, as well as the most critical points. Keep each paragraph limited to one idea, limit them to five sentences in length, and separate them with one blank line between each paragraph. 6. Input your company’s current boilerplate info This part of your press release is written in standard paragraph format. Here, you should write a short, factual overview of the company. Using a standard statement is good here because it will save some time and help you standardize the process. Some companies call this company information paragraph a “boilerplate.” This piece of the press release helps users understand your company, and gives them an appropriate link to locate you online. 7. Add the author’s current contact information Another critical component of the press release outline is the contact details section. This allows interested readers to contact your company for more information, so it’s essential to ensure all included information is current. For best results, include the phone number and extension of the author, an email address, and a critical social link or two. Resist the temptation to go overboard with information here, as shorter is better in this case. The Best Press Releases Cut to the Point The reason it’s so important to develop a press release outline is that press releases are designed to offer only the critical information, and an outline helps you separate the wheat from the chaff. Ideally, your press release should be pared-back and easy for editors to handle. By being as familiar as possible with press releases, the outline of them, and their essential components, you can ensure that the press releases your company publishes are professional, informational, relevant, and useful for your readers. This is a winning format for press releases in the modern age, and can help you stay on-point with your press releases both now and in the future of your company. In addition to making your press releases easier for editors to handle, this can also go a long way toward ensuring that your press releases are always breaking news. Are you in search of talented writers to help you craft professional press releases? Contact Express Writers. We have trained journalists on staff to write press releases!

How to Write a Press Release for a New Business

January 1, 2021October 1, 2013 by Adam Oakley

If you’ve already gone through the hard work of designing a business plan, partnering up with others and distributing a product, then it’s time to learn how to write a press release for a new business. In order to get the word out, you’ll need to take full advantage of this marketing strategy.

Go Fishing Every Time You Release a Press Release

January 1, 2021September 26, 2013 by Adam Oakley

The Internet is a vast sea of information. One can only imagine the successful quantification of the information contained in the worldwide web. This sea of information, and the people accessing this information, is a great location for you to go fishing if you know when to release a press release.

Organizational Teamwork Is the Way to Cook Up A Press Release

January 1, 2021September 24, 2013 by Adam Oakley

Business owners and writers these days are agog over when to release a press release, what with internet information allowing seconds-speed access to an infinite sea of readers, critics, bloggers and business competition; it’s understandable to be somewhat overwhelmed. There is one thing that could help manage the tides and keep your press release on the right track: organizational teamwork.

Release a Press Release That Nails Today’s PR Rules

January 1, 2021September 16, 2013 by Adam Oakley

The decision to release a press release is still smart. This classic newsy kind of material is not dead, but it has significantly changed (which is probably why it is rumored to have passed).

How to Write a Press Release for a Band

January 1, 2021September 11, 2013 by Adam Oakley

In order to get the attention of new fans, it is important to learn how to write a press release for a band that is relevant and informative. A well-written press release for a band, whether they are brand new or established, can increase attendance at a concert, improve attendance at an album launch or gig, and gain faithful fans who otherwise might not have heard of them. A release that does not contain accurate or adequate information will be ignored and the crowd might be sparse for their next performance.

How To Write A Press Release: 7 Ways That Work

November 16, 2020August 24, 2013 by Adam Oakley

How to write a press release is a skill that writers who want to excel need to learn. Writing a good press release takes skill, and it is important for a company’s image to write convincing and evocative ones. Press releases are the key to piquing the interest of reporters, journalists and writers to interest them in reading or writing about your company. Gone are the days when press releases only meant articles found in newspapers. Today, press releases can mean anything from telling others about your company and latest developments to showcasing important information that will interest others. In this article, we discuss how to write press releases.

Press Release Examples: The Last One You Will Ever Need

November 16, 2020August 23, 2013 by Adam Oakley

Press release examples should be coherent and should tell you exactly what you need to write and where to put it. The press release examples presented here will show you just that. Press Release Examples: Let’s Begin With Yours In writing press releases, it is important to keep the language simple and straightforward. Remember that you are writing something that will make a new product or discovery official, and it is something that will be published. For this reason, the press release should contain all of the information necessary for readers to know what you are releasing. Never forget the 6 elements that should be present – who, what, when, where, how, and why. Ideally, you should put these in the first paragraph of your press release because you have to assume that readers will not read beyond the first paragraph. Also, it is important to format your press release correctly so that you will not run into problems when publishing. A press release should be ready for publishing, so avoiding grammatical and punctuation errors is a must. Here is the press release example that will guide you. FOR IMMEDIATE RELEASE [Put this at the very top of your press release, as in written press release examples, if you want your piece published immediately. It should be flushed to the left, in all capital letters. If you want to wait for a little time before it is published, you can write HOLD RELEASE UNTIL… and then specify a date. This is important, especially if you are launching a product that is not yet available on the market.] Headline [Your headline should be catchy and should contain your main keywords, especially if your press release is to be published online. This will help search engines like Google increase your ranking. Your headline should be in bold, but not all caps. Capitalize the first letter of every word, except for prepositions and words shorter than 4 letters.] Sub-heading [Again, this should be in bold letters and formatted like the heading. Here, you will guide readers into the press release, following the right press release examples formatting. It varies, because some press release examples do not call for sub-headings at all. Remember to make your sub-headings interesting as well and supportive of your heading.] City, State/Country- Month, Day, Year– First paragraph [This part should be in italics and will orient the readers about your time and location. This will also show them that your press release is current and something they should pay attention to. Immediately after the location and date, put a dash and go into your first paragraph. The first paragraph should contain all pertinent information and all 6 elements mentioned above. Again, the style of writing should sound official and be straight to the point.] Body [The body of your text should contain all of the supportive data you wrote in the first paragraph. Take note that every paragraph should be no longer than 4 or 5 sentences. Separate paragraphs with a space. The writing should flow like a standard essay, with the first paragraph being like an introduction, and then there’s a body, and finally a conclusion. Make it as short as possible. Keep it to 1 or 2 pages, or else readers will not take the time to read your entire press release. Also, it’s very good practice to include a quote from a credible source in the body. This will make your press release more objective and will tell the readers that experts support your press release.] Last Paragraph [The last paragraph should summarize all key points and should be kept short. If you are selling a certain product, include a call to action for readers to buy the product and visit your website. Do not sound like an ad, however, because that will make your press release less credible.] About [Company] [This is the section where you will write about the merits of your company. Highlight any achievements that your company has. However, take care not to sound like an advertisement. You can put here the company’s certification, a little bit of background, and some information about your future products.] Media Inquiries/Contact Information [Place here the ways in which readers can contact you. You may put your email address, your company’s address, and your company’s website that is linking to the product you are announcing. You can also put your company’s Twitter and Facebook account, if applicable. Don’t put too much personal information, especially if you don’t want the media to constantly call you. ### [Place the close symbol to alert journalists that your press release has ended. If you want to provide additional contact information that you don’t want to be published, you can place these after the close sign. You can state when you are available for questions and the fastest way to reach you.]

7 Ways To Find Content For An SEO Press Release

January 1, 2021July 19, 2013 by Adam Oakley

Here’s the scenario:

Your company has decided that it needs to publish four press releases a quarter in order to leverage the Internet marketing, content marketing, and public relations opportunities created from online releases.

The question is:

How do you come up with enough topics to create quality releases each and every quarter?

Actually, there are a bunch of ways. And many of them are right under your nose.

Consider the following strategies as you create press releases for your company throughout the next year of operation. By the end of it, you’ll have figured out which work best for you, your company, and your audience, and you’ll be prepared to increase your content marketing initiatives in the years to come.