Writing and Editing Your Press Release
The secret to creating a good press release lies in knowing what’s newsworthy about your business. You’re so busy running your business that you don’t have time to think about what makes it tick. But if you want to succeed in generating publicity, it’s worth investing a little time in thinking about what makes your business stand out.
First of all, you must find an angle. Ask yourself questions about your business as if you were a reporter writing a story. You know you save your customers money, but how do you do that? How do your products or services meet your customer needs? It’s difficult to find a completely unique angle, but if you dig deep enough, you’ll find that you have your own way of delivering your product or service.
The opening paragraph of your press release is crucial. It needs to make a strong statement, so it will entice the editor to read on. If you’re introducing a new product line or moving to new premises, now is the time to mention it. Even if there isn’t anything specific happening in your business, you can seduce readers by describing one of your products, or show readers how they can benefit from your expertise.
In the main body of your press release, you will elaborate on your central angle, telling readers what inspired you to set up your business, what products or services are likely to appeal to them and how you look after your customers. It’s a good idea to end your press release with a quote, which summarises the vision of your business vision.
It’s not just about what you say, but how you say it. Use simple, concise language. Long sentences and big words will clutter up your press release and prevent your readers from understanding your message. Write your press release in broad brush strokes, with strong, positive words. If you have a lifestyle-oriented product or services, aim to give your readers a warm glow with soft, gentle words.
Finally, if you’re really caught for time or you have a very specific development you’d like to highlight, you can cut to the chase with a newsbrief. This is a short paragraph which gets to the heart of your story and fits well in the snippets section of a magazine or a corner of a page. It doesn’t matter how long your press release is. If you’ve put thought into it, it’s sure to find a home.