Tips for Writing a Press Release
Author: MJ Pedone / March 19, 2013
I have many friends that are publicists who always ask why our press releases get attention. My answer remains the same. It is simple if you follow these three easy tips:
- The 5 W Rule: Tell the editors in your first paragraph what they need to know. Who, what, where, when and why. After that, your other two short paragraphs should provide details about the story in which you are writing about and a quote or two about this newsworthy story.
- Put emotion into the story. You will grab the attention with emotional sentences than ones that are just plain boring.
- Proofread! Proofread! Proofread! I like to read my press releases out loud and see if it makes sense and if there is emotion involved. If sentences become run-ons, I will rewrite them. I constantly go over punctuation and fact check the stats that are given to me. That is the worse thing to do to a knowledgeable journalist who covers the topic daily. You can be rest assured that all bets are off from there. We have a staff member on the team double proof as a second set of eyes but I personally like to print out my press release and give it a final read through before hitting the send button.
Lastly, know your audience. Be sure and know if the story you are pitching is what the journalist covers. If you are writing a story about the health industry, don’t pitch a beauty editor. Journalists get bombarded with emails daily and the last thing you want to do is end up on their black list.
Enjoy and happy pitching!
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– MJ Pedone – CEO Indra Publice Relations – @indraprgroup
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