2.1) What reasons would an editor want to publish your news (what benefits are there for them') - is it relevant' - is it mildly interesting' - is it newsworthy'
2.2) Make the main benefit the headline - the only purpose of your headline is to get the attention of the editor, to get him/her to read your release - write headlines from prospects point of view (use the words YOU, NEW and/or How To in headline)
2.3) Remember the subtext
2.4) Remember K-I-S-S (keep it simple stupid!) - write for scannability; write short, punchy paragraphs
3.1) The Title of your press release is vital - some say that 90% of your time should be spent on your title; make it bold & boastful (hot and shocking!)
3.2) Opening sentence continues what you are talking about in the headline
This is a simple example of what a press release should look like (more or less):
-- Benefit (tell me more, 36-40 chars)
-- What / why needed / how it will help (40-75 words) -- Include quotes
-- Who aimed at (the facts) - who cares'
-- Summarise; call to action
=> Step 5 - Is Your Press Release Ready'
1) Is your press release published on your website'
2) Better still, do you have an online press pack'
3) Do you know what to do or say if a reporter calls'
=> The missing ingredient - K-I-S-S
Phew! A lot to take in, I agree! The main trouble with doing all of the above is that your press release will be... L-O-N-G!
Yes, the vital ingredient to your press release, the one factor that WILL increase the chances of getting your news published is to:
Keep It SHORT Stupid (yet another K-I-S-S !)
Not convinced' Ask yourself these questions, then:
* How many of these press releases do you think editors get to read every day'
* How many long, badly-worded releases will they read before eventually becoming instantly put off just by the length of a press release'
* And how much more likely do you think a press release will be read if it's a SHORT, quick read.
Keep your press release short, simple as that!
=> Appendix: Expert press release resources
If you want to know more about writing a press release then I can recommend the following resources (but do still remember to keep your press release short, eh'):
So there you have it - my checklist to writing a press release. If you need to learn more then do visit the above links. And then just make sure that you follow the checklist, and:
* have a story to tell * think like a journalist * format the press release properly
Do keep your press release short, then keep an eye on those publications - seeing your site in print is a great feeling!
About the Author
Steve Nash is editor of a twice-monthly newsletter called Promote! Promote! Promote! Subscribe by sending a blank email to pppromote@getresponse.com . To learn more about writing good copy for your press release, website, email (or anything) visit Make Your Words Sell NOW! and learn from a net copy-writing master - http://myws.sitesell.com/shopping101.html
