- Copywriting, SEO and PR 

How to Write a Press Release

Press release writing is easy. 

Focus on your message - and

forget about the formulae!

When it comes to the question of how to write a press release, Buzzwords' answer is simple.  You should enjoy writing press releases.  That's because you're free to focus on the message - and not so much on your technique.

Of course, press release writing comes with its own set of tools - but they're mainly to help editors piece together their own take on your story.  Press release writing is all about clarity.  It's essential to follow a logical path. 

The good news is: that becomes instinctive after you've written a few releases.  If you agonise too much over the 'How To' formulae you can find all over the Internet, your message will surely be lost!

The bones of Press Release Writing 

• First of all, the title.  Don't try to be too clever with this.  Newspapers sell on the back of intriguing or inviting headlines.  But that's not the job of press release writing.  (Editors will usually want to add their own headlines anyway!)

 

What you should do is focus on the facts of your story and make sure your title reflects that in no more than a dozen words or so.  If you prefer, use a short, striking headline and expand on that with a sub-heading.

 

Sometimes, it's easier to write your headline after the release has been written.  Alternatively, start with a working headline to guide your thinking.  Then come back to it later and amend accordingly.

 

 

• Your opening paragraph should summarise the main message of your release.  It should also provide a link between your headline and the rest of the release.  A good test of what makes a good opening paragraph is to ask how well it sums up what you're trying to say. 

 

Don't worry if it doesn't.  Simply move on and write the rest of your release.  You can always come back to your opening later and then re-write it.

 

 

• The main body text should be written in as light a style as possible.  Keep jargon and 'clever' words to a minimum.  Anything that gets in the way of understanding your message should be deleted!

 

By all means break up long text with a sub-heading or two - but ask yourself whether you're being too long-winded.

 

Include a quote from a key person.  This could be anyone whose view on your message is relevant and which also adds colour, clarity or value to your overall proposition. 

 

Don't worry too much about where in your release you should insert your quote.  The key point is that the quote should sit comfortably within the flow of your text.  Whether that's in paragraph 3 or the concluding paragraph is irrelevant.

 

 

• Make sure all contact details are clear.  This is important for both the editor who receives your release and the ultimate reader of the piece when it's finally published.

 

This is really common sense.  Make sure you provide editors with contact details of the writer or someone who is knowledgeable enough to provide more information if needed.  A website address is essential.  Ultimate readers will also need this as well as a telephone number and e-mail address.  A postal address can also be useful. 

 

List contact details at the end of your release as follows:

 

For more information contact:

(name of contact, company or organisation, telephone, e-mail, website address - and possibly a postal address)

 

For editorial enquiries contact:

(name of contact, job title, company or organisation, telephone and e-mail address)

 

 

• You may also want to include a final piece of information under the heading 'NOTES FOR EDITORS'.  Providing a list of bullet points and details which would otherwise interfere with the flow of your press release writing can be especially useful.  The news you're writing about may be so new, or so specialised, that no details are available on the website whose details you've given.

 

Press release writing by Buzzwords

Laminex - ID Pro Bus Pass

Laminex - Series - 6

SJA release - spooling machine

Arnott's - line flexibility

Remploy

A summary of how to write a press release

Always remember that getting your message across in a clear and simple way is the main purpose of your press release.  Forget about press release writing formulae.  Write in a succinct style and include the main facts in a logical order. 

Insert a relevant quote and try to make it sound as if a real person has spoken the words you want to use.  Avoid 'corporate speak', clichés and unnatural speech patterns.  Finally, follow the mechanics described here with regard to headlines and clear points of contact.

Most important of all, make sure your story is interesting.  Even the best piece of press release writing cannot disguise a weak story! 

For more information, contact Mike Beeson today at:

Buzzwords Limited

Knutsford, Cheshire

(south Manchester), UK.

Tel 01565 654023

e-mail: open@buzzwords.ltd.uk