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The Basics of Writing a Successful Press Release

If you want to see your company’s name in print more often,  a well written press release could be the key to grabbing the attention of your  targeted audience. Getting free publicity in the media is a tough task but there are many companies doing it successfully with impressive press releases from time to time. The trick is to know how to write a successful press  release.

The Purpose

What is the purpose of putting out a press release and what  do you intend to gain from it? The answer to this question could help you structure  your PR better. There is no point in sending out a PR just for the heck of it.  Releases that are not newsworthy will not serve the purpose. A PR should be sent out only when you have something worth saying.

Is the Tone and Style Right?

Also, you must have a clear idea of the audience you wish to target through your releases. It is a good idea to look at the tone, style, and presentation of PRs in similar categories before you write your release. Where you want your news story to appear is also another important aspect you must identify well in advance.

No Promotional Stuff Please

Remember, a press release is not a direct promotional  article targeted at your potential customers. The purpose of a PR is to provide valuable and updated information about recent events in your company, industry, and business sector. You must make sure the information you are sharing is something they would be interested in knowing. It is absolutely imperative not  to structure your release like a sales pitch. Anything that sounds even remotely promotional will be deleted straightaway.

Is Your Story Newsworthy?

The newsworthiness of a story may differ, depending on whether you are targeting the local, national, or international media. This is important because very often, what may appear as interesting to you and the company may not be all that fascinating to the audience you’re targeting.

Press releases need to be customized to target different publications. This may mean a lot more hard work but it will pay off in the long run. A tailored press release is more likely to be successful than a generic release.

Keeping It Simple Is the Key to Success

Making the reader’s job as simple as possible improves the chances of wider acceptance of your PR. Avoid using complicated sentences and trade jargons as far as possible. Simple language, short sentences, and bullet points to highlight the key factors do the trick. The ideal PR should not be longer than 350 to 500 words. However, if you have something really interesting and path-breaking to share, the release can be a little longer in length to ensure all the details are shared with the readers.

Company Information and Contact Details

Make sure your contact details are accurate and current, so that interested parties can get in touch with you quickly and easily. A clear descriptive headline must capture the essence of the release, so that readers know what to expect.

Information about yourself and the company must be included  in the press release, but it should be kept separate from the main body of the release. Including quotes is a good idea because it gives your release color and character.

Finally, make sure you come across as an expert on the subject of the PR so that readers can trust you.