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Companies often use press releases as a way to announce a new employee, company win or upcoming event. Too often though, companies start writing their release without a clear idea of what their goal is.
- Make sure the information is newsworthy. Do not craft a release with information that your target users won’t be interested in. You’ll end up wasting your valuable time and theirs.
- Tell the audience that the information is intended for them and why they should continue to read it. Start your release strong with a title that will draw the appropriate audience in.
- Start with a brief description of the news, then distinguish who announced it, and not the other way around. Simply explain to your readers what the gist of the story is and who is at the center of it all.
- Ask yourself, “how are people going to relate to this and will they be able to connect?” Why do you readers care about this information? More importantly, DO they care about this information? As you’re beefing up your release, make sure the information directly relates to your readers.
- Make sure the first 10 words of your release are effective, as they are the most important. If the beginning of your release is boring, people are going to stop reading before they even get started. Draw your reader in from the beginning.
- Avoid excessive use of adjectives and fancy language. While a press release is telling your readers a quick story, leave out the snazzy adjectives.
- Deal with the facts. Use a few facts to back up your story. If you are announcing a new employee, tell your readers a little about their background and what they’ll be doing in their new position.
- Provide as much contact information as possible: individual to contact, address, phone, fax, email, and website address. Make sure you always list a media contact on your release so that readers can contact you if they have follow-up questions about the release.
- Make sure you wait until you have something with enough substance to issue a release. There’s no rush. Send out your release when you have all the information you need to make your release informative and helpful to readers.
- Make it as easy as possible for media representatives to do their jobs. After a media rep reads through your release, they should be able to quickly and easily craft their story. By writing a solid release, you’re making their job easier as well.
The next time you sit down to write a company press release, have this check list next to you. If you followed all of the steps, you’ll write a release that is informative and enjoyable for your visitors to read.