How to write effective press releases

folded newspapers
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I recently edited a client’s press release, which he uses to promote his clients’ products, services and businesses through social media. It was relatively well written, but it did need some fine tuning, beyond the usual copy editing.

There are many great resources on writing effective press releases. Here are six tips on how to improve your press release.

  1. Be clear. Write a clear, concise headline. Keep it below 10 words if possible. Make sure that your audience (the media) understands the topic of the press release. You don’t want to waste their time or yours, and you want the media to publish your press release in the right venue.
  2. State your point. Tell the reader what you are announcing in the first sentence or paragraph following the headline. Be direct and concise. You can use the rest of the press release to explain the main point, and make it more interesting for the reader so that they will want to know more.
  3. Be consistent. Be very careful about how you refer to people, products, services, companies, etc. If you spell a product or service a certain way, then follow that rule throughout the press release. It might seem obvious, but it is a very common error, especially with new products and services where standards have not yet been set in stone.
  4. Watch your language. This applies to jargon, abbreviations, acronyms and other industry-specific terms. Your audience might not understand your industry- or company-specific lingo. Provide brief explanations where necessary, as well as external links with more information.
  5. Check your facts. Make sure that the contact information is accurate. Also verify that your web links work. These common mistakes often get overlooked. If your audience can’t reach you, then your press release is not much use to you.
  6. Read it again. Check your spelling, grammar and punctuation one last time. Grammar and spelling mistakes can be embarrassing, and can make you look unprofessional.

David Gargaro

Do you need help with writing press releases? Let me know – contact@davidgargaro.com.

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