WRITTEN BY CHELSEA PASCOE

Firstly, it’s important to examine the appropriate time to distribute a press release.  The #1 thing to note when creating a release is that it is merely a vehicle to deliver an announcement or piece of news.

When to Distribute a Press Release:

  • New product/service launch
  • Updates/News
  • Opening a new office
  • Introducing a new partnership
  • Rebranding
  • Promoting/hiring a new hire
  • Receiving an award

Now that you know when to send a press release, here are some general guidelines to follow when drafting your release.

Rule 1: Judge A Book By It’s Cover

Your title needs to say it all, as this is your only chance to engage the media. If you capture their interest, they’ll continue to look through the release for content they can pull. However, if your title is lacking or doesn’t clearly state what is happening, game over.

A great title is compelling, short and easy to understand. Remember, reporters receive hundreds, if not thousands, of emails each day and standing out is essential.

Rule 2: Roses Are Red…

And this isn’t the time to write a poem. One of the biggest mistakes that I’ve seen PR specialists make is writing flowery and verbose press releases. Journalists will be looking to this release as a basis for their story, so the information here needs to be easily digestible. As PR representatives, it is our duty to relay the information as objectively and clearly as possible. It should be easy for any reader to understand what the release is announcing, why it matters and how it relates to the subject.

Rule 3: Hit The Nail On The Head

In order for journalists to share your announcement, you need to tell them why they care. The first paragraph should cover the who, what, why, where, and how of your announcement. Journalists do not have time to comb through excessive details and fluffy background information, they just need the facts. The first paragraph should include all the crucial information needed in order to draft a story.

Rule 4: He Said, She Said
As I mentioned, press releases need to be completely objective. However, that does not mean an absence of narrative. The best way to infuse your release with direction is through including quotes. These quotes should come from key stakeholders within the company, including your executive team, project leads, or those directly impacted by your announcement.

Quotes should paint a picture for the reader and explain the impact of the announcement.

Rule 5: Piece Of Cake

Keep it simple silly 🙂

It’s important to expand on what your subject is in plain English and make sure your boilerplate is concise and straightforward. If you have cited any data or statistics, make sure to include a reference link. Every name listed in the release should be accompanied by their title and company.

Want to to make your next press release an irresistible one? Contact us today and see how we can help you.