Writing Press Releases
Press releases are designed to generate publicity for businesses. They are commonly used upon the launch of a business to bring prospective customers to it. Press releases are similar to news stories, except that they are solely about promoting a certain type of business and focus on its launching, sales and so on. They are usually always written in third person and seek to demonstrate the worthiness of the companies that they are speaking about.
Press releases are not solely about promoting a business, however. They should also be interesting and newsworthy. For instance, if the writer is seeking to write a press release about a domain name sales company, he or she can tie the launching of the company in to a current event that is going on in online hosting and domain names to make it interesting and relevant to the date. Plugging something current into the headline can give writers a lead into their first paragraphs that grabs the readers’ attention and gets them truly interested in the story and learning more about the company being written about.
Press releases should also feature contact information for the businesses in question in their formats. For instance, the name and logo of the business should be included as well as contact information like the business’s location, phone number and the name of a person who can be reached regarding the press release. Such information is usually contained at the top or bottom of the press releases. Press releases also, obviously, should have dates on them and can include any relevant websites for readers to obtain further information about the companies.
In addition to having an attention-grabbing headline, writers might also want to include sub-headlines on their press releases. Sub-headlines allow writers to get more information at the top of the page in large lettering underneath the headline. This is where they can draw more attention to certain topics or features of the business.
The length of a press release generally shouldn’t span more than a page or two. Press releases are supposed to be relatively short news releases about a business. Generally, a press release has a good lead paragraph, and the rest of the release serves to back up the claims made in that paragraph. Still, press releases aren’t too lengthy and tend to get to the point of the matter. They are usually ended with ###, which simply lets the readers know that the press releases are finished. Some writers place additional contact information underneath the ending symbols as well for readers who want to obtain more information.
Writers should stay away from over-used terminology and phrases in their press releases, such as “state-of-the-art,” “unique,” “breakthrough” and so on. Also, the fewer words that a press release can be said in, the better the press release generally is. Saying a press release in two pages is good, but saying what needs to be said in one is even better. Also, be sure to focus on the newsworthy portion of the press release rather than simply on what the business does. As a general rule, spend the majority of the press release addressing the news part. Then, add a standard block of text at the bottom of it that describes the company and what it does.