A successful press release can be a positive and low-cost means for companies to establish their profile, draw attention to innovations, achievements or concerns and develop communication with customers and the broader community. However, there can be pitfalls unless the release is well considered and succinctly presented. The general rule is to keep messages short and to the point. Problems most commonly occur when releases become too complex, misleading or unfocussed.
Here are some tips to help you write a successful press release.
Style
A good focus is how would you communicate the message to a friend with no knowledge or interest in your business
- Keep message short and direct - ideally no more than 150-200 words.
- Simple active voice sentences, preferably no more than 15-20 words, e.g. the company has given the green light for a major investment.
- Don’t make too many points and don’t oversell.
- Generally no more than one idea to a sentence, one sentence to a paragraph.
- Answer: who, what, where, when, why.
- Ensure facts are accurate and cite sources when necessary.
- Provide direct quotes - but don’t overdo it. A couple of brief sentences are enough.
- Avoid jargon. Keep technical language and specifications to a minimum.
- Keep adjectives and adverbs to a minimum.
Format
- Design an appropriate release format - probably based on the company letterhead.
- Double space between lines and indent copy five centimetres for sub editing.
- Use upper and lower case.
- Date all messages. Provide business and after hour contacts.
General
- Clearly define your message and target market.
- Develop a dot point outline.
- Have regard to the target media’s requirements - News is what interests or affects groups of people.
- Have regard to timing - immediacy is often decisive.
- Be alert to photo opportunities - either to distribute with release or as a follow up strategy.
- Stay on message when responding to enquiries - don’t be sidetracked by media questions.
- Respond to all enquiries immediately.
