How To Write A Press Release (Page 4 of 4) in pdf

How To Write A Press Release Page 4

identical press release to multiple outlets and multiple reporters at the same outlet is a sign that

you are taking shortcuts rather than targeting a specific market.

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Avoid jargon or specialized technical terms. If accuracy requires the use of an industry-specific

term, define it.

Warnings about Press Releases…

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Always remember that editors are overworked and understaffed. If you can make life easier for

them, you're more likely to get coverage. If you write a press release that's close to the way the

editor will actually publish it, it may see publication with minimal editing. But if you fill it with fluffy

advertising copy, don't use proper AP style, etc., the editor must severely edit your piece to use it.

That means he or she is more likely to just move on to the next press release--and there are plenty

of them.

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Avoid the temptation to clutter your lead with a glowing generalization about your company

("XYZ Corp, a global leader in the manufacture of high-end widgets for the royalty of Europe, today

announced...") Many releases are written this way, despite the fact that editors delete this kind of

fluff. Everybody says they're the leader. Don't waste the editor's time. The place to put a

description is in the company information section of the release. But keep it accurate and factual.

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When e-mailing a press release, do not make the subject line of your e-mail "press release."

You will only blend into the crowd. Get the editor's attention by making the subject line your

"grabber" headline, e.g. "Brand Co. wins $30 billion government contract."

How To Write A Press Release Page 4