When is a Press Release not a Press Release?

When it is an advert! By all means create a press release to signal the launch of a new website, product or service but the key is to make it newsworthy - that way, your release will be accepted, published and widely distributed.

By following these simple steps, your press releases will be powerful, professional and successful:

Check it!

Once you have written your release, proofread it! Take your time. The more you invest in your company's first impression the stronger it will be. A poorly structured, badly spelt release will not lead to an avalanche of enquiries.

Flex your muscles

Start off with a strong message. Your headline, summary and first paragraph should clarify your news. Use the rest of the release to provide the detail. Include your keywords in the headline, summary and first paragraph. Add your web address too and tell them who you are, it will add to your credibility.

Be professional

A few lines are all it takes to see if something has been written professionally or not. If you write with hype, slang, direct address or excessive exclamation the chances are that it will be viewed as an advertisement rather than a news article.

Am I bothered?

To coin my son's favourite catchphrase, put yourself in your customers' shoes and ask exactly that. Remember, this is your business so you are going to get excited about little things - but are your customers? If you are opening a new shop for example, is that newsworthy? What will make it so unique? Avoid clichés and focus on the elements that set you apart from everyone else. Try tying it in with current news issues, social issues etc.

Illustrate

I'm not suggesting that you turn in to Rolf Harris and ask everyone "can you tell what it is yet?" By illustrate I mean use real life studies to show how you help problem solve or how your product helps your customers. Everyone can associate with real life examples - they are a powerful tool so use them.

Blow your own trumpet

Forget the good old British reserve - your company is a success, you have reached a milestone, you have identified and solved a problem, you've hired a new MD. Whatever it is, shout about it. Issuing press releases (for online or print) is a superb way of creating expert status for you and your company. How about writing a tip sheet (a bit like this one) in your field of expertise?
Tease don't tell

Although you want to use the press release as a vehicle for getting your news out there, if you need to, hold back. If you are launching a new service or product or have a new promotion provide your reader with a link that will take them to your website so they can learn more. If you give them all the information they need in the release why will they want to go to your website? By using this method your call to action will pull them away from reading and push them to take action by clicking onto your site.

Words and voice

Keep your press release voice active, use strong verbs and economise - be clear and concise, make every word count. Also keep away from jargon, I know you all love it but your audience doesn't!
There you go - follow these simple pointers and you will be producing compelling, informative and above all, readable press releases.

Sally Ormond
Freelance Copywriter
Let me take your business to new heights by making every word count.

Sally Ormond is a professional website copywriter, SEO copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have or for a complimentary webcopy analysis.