the Press Release
Collate and Organise Your Facts. A simple rule is to
find answers to questions pertaining to the who, what,
when, where, why or also known has 5 Ws of the event,
don't forget 'how' either. Put a date on the release
and remember, yesterday's news isn't going to go far.
2. Identify Your Story's Angle. A good story angle must
have the following three attributes: · It must be the
most important fact in your story. · It must be timely.
· It must be unique, newsworthy or contrary to industry
norms and trends. This story angle must be presented
in the first paragraph as well as the headline of your
3. Create a Catchy Headline. Keep the headline short
and simple using less than ten words. It should convey
the key point raised in the opening paragraph in a light-hearted
manner that catches imagination and there attention.
For example: Headline: Press Box Launches Press Release
Posting Service. If the release is for immediate release,
then say so and make this clear i.e. FOR IMMEDIATE RELEASE.
Opening Paragraph: Which then should be followed by
details of the story.
4. Writing in Third-Person Voice. A press release must
be presented objectively from a third person point of
view. Some of the guidelines are listed below: · refrain
from using any sales pitch in your press release. ·
remove "you", "I", "we" and "us" and replace them with
"he" and "they". · provide references to any statistics,
facts and figures raised in the press release. · refrain
from expressing personal opinions, unless they are done
in quotes. · draw conclusions from facts and statistics
only - not general opinion.
5. Provide "Quotes" From the Newsmakers. Put the most
important message down into a quote. Journalists always
use quotes from the newsmakers to add an authoritative
voice to their reports. If the press release contains
quotes that are important and relevant to the story,
chances are high that they will be replicated in full
in the published article.
6. Provide Additional Background Information. End the
press release with an appendix that provides brief background
information on the company, newsmakers, as well as who
to contact for further information. Summary: The above
writing tips are not meant to be an exhaustive guide
to writing a good press release. But, it should help
you get started on writing a press release yourself.
Remember that practice makes perfect and the best way
to learn how to write an effective press release, is
to observe how business news is reported in the business
section of newspapers.