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14 Insider Tips For Crafting The Perfect Press Release

The purpose of a press release is to inform journalists about your company, product, service, or event, and to convince them that it is newsworthy. A well-written press release can help to generate publicity for your business and increase awareness about your brand. Here are some insider tips for writing a press release:

  1. Start with the release date. At the top of the press release, include the date when the news will be released. If you want to embargo the news until a certain date, write “Embargoed until” followed by the date in large writing at the top of the page.
  2. Write a compelling headline. The headline of your press release should be attention-grabbing but factual and should encourage readers to continue reading.
  3. Summarize your message in the opening paragraph. In the first paragraph of your press release, provide a brief summary of the main points of your news. This should include the who, what, when, where, and why of your story.
  4. Provide more details in the second paragraph. In the second paragraph, provide more information about your product, service, or event. This should include details about when and where it is being launched or happening, who is behind it, and why it is exciting.
  5. Include a quote from a relevant person. In the third paragraph of your press release, include a quote from a person who can provide more insight or perspective on your news. Make sure that the quote is relevant and that you have permission from the person you are quoting.
  6. Add images if appropriate. If your press release is promoting something visual, such as a product or event, consider including images. Make sure that the images are compressed to avoid making your file too large. You can also attach images to your email, but keep any unsolicited emails to under 3MB. If you have a lot of images, you can attach a thumbnail sheet to show journalists which high-resolution images are available. You could also link directly to a folder on a file hosting site. For print publications, journalists require high-resolution (300 dpi or greater) images.
  7. Include a “Notes to Editors” section. The “Notes to Editors” section at the end of your press release is an opportunity for you to provide more detailed or technical information that may be too boring for the main release. This section is also a good place to include a brief synopsis of your company.
  8. Provide your contact details. Make sure that journalists and others can easily contact you for more information by including your name, contact telephone number, and email address.
  9. Decide on your angle. Before you start writing your press release, think about what makes your news interesting and unique. Ask yourself if you would be interested in reading your own story. If not, it may not be worth your time to write the press release.
  10. Research who to send your press release to. Before sending out your press release, research the best journalists and outlets to target. Then, send personalized emails to these individuals or outlets.
  11. Save your press release as a Word or PDF file. To ensure that the recipient can open your press release, save it as a Word or PDF file. If you are embedding images, saving your file as a PDF will ensure that it looks the same on all computers.
  12. Keep your press release to two pages. A press release should be no more than two sides of A4 paper, including pictures. The most important information should be on the first page and as high up the release as possible.
  13. Include a date at the top of your press release. Your press release may be kept on file, so it is important for journalists to see whether the information is current.
  14. Respond to requests for additional information quickly. Journalists often work on tight deadlines, so it is essential that you respond to requests for additional information (such as quotes or images) as quickly as possible.

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