Too many communicators still get it wrong
Here are some of the things that you should absolutely include as part of your press releases and some of the things you should avoid at all costs.
The Do’s of your Killer Press Release
Make sure to send out only news worth bragging about
Always answer the 5 Ws: Who; What; When; Where and Why
Always include a quote from one of your top executive
Have a boilerplate, “About Company”, section
Include a media contact, your website, your social media networks, a dateline and a phone number. Also include photos, videos, info graphics and logos; they are shared 3.5 times more than text only. Include linked search engine optimization keywords; include one for every one hundred words
Write in the third person and use bullets to break up long blocks of texts. Always make sure to follow proper spelling, punctuation and grammar and have a second set of eyeballs to proofread your text
Follow the AP Stylebook or Chicago Manual of Style
Create a catchy headline, keeping it between 60 and 80 characters, not including the spaces
Finally, use a relevant tool to identify relevant journalists and consider sending your press release trough a newswire service
Never assume everyone will read every word of your press release
Never exaggerate or make false claims
Never send the same press release twice
Never use slang, industry jargon or acronyms
Never over stress a point, keep it short, never write more than 800 words and never use exclamations marks or hyperbole.
Except in a quote, never use the words “We”, “You” or “I”. Write in the third person and avoid burying quotes within long paragraphs
Avoid burying the point of your press release
Avoid blasting in any form of “cc” or “bcc” email
Avoid linking your press release to unreliable or unprofessional websites
Never leave out source credit
Never trash your competition and,
Never send your press release to journalists that do not cover your industry or domain of activity.
Michel is an enthusiastic writer, columnist and social activist who most enjoys evolving in complex interactive situations.