Press Release Writing Tips

Tips for Writing More Effective Press Releases

Jan 27, 2007 Jennifer Mattern

These press release writing tips will give you an edge as you learn how to write a press release.

When learning how to write a press release (also known as a news release), there are several press release writing tips you should keep in mind to improve your chances of media coverage for your news:

Obvious Press Release Writing Tips

Have a strong and solid news angle that's worthy of coverage in your target media outlets.
Write "for the media," and not necessarily for the company's target market. Your customers are much more likely to read a picked up story in the media than your actual press release.
Format your press release properly (you can use this free press release template).
Include full media contact info (at least a full name, phone number, and email address).
Don't forget to add your company's URL, where more background can be found.
Add a boilerplate with some general background on the company issuing the news release.
Answer the basics of who?, what?, when?, where?, and why? early in the press release.
Proofread your press release!

More Press Release Writing Tips

Keep your distribution plan in mind when writing your press release (for example, if you're going to distribute with a service such as BusinessWire, you'll be charged more for releases over 400 words, and if you're distributing via fax, it's a good idea to keep it to one page).
Try to keep your press release headline in the 80-120 character range, especially if you plan to distribute online (to prevent it from being cut off in search engine listings or distribution sites).
A release will generally fall within the 300-600 word range, sometimes as much as 800 words. If you plan to distribute online, and don't need to include any addenda, 350-400 words is often a good target.
Write the release in the third person, as though you were a journalist writing the story.
Write with a journalistic approach, using the inverted pyramid technique of offering the most newsworthy information first and the supporting facts further into the body.
Offer quotes, but make sure the information provided in them really must come in quote form. If it's just general information, write it in the third person like everything else.
Never use testimonials or other advertising or sales copy in a press release.

Follow these tips and the template provided, and you'll be well on your way to crafting more effective press releases.

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