Writing the Press Release Articles | Writing

By: Matthew Hick

Writing a press release isn’t hard, as long as you follow a few basic rules. First, remember to keep it simple and keep it short. Most press releases are less than two double-spaced pages long and are either used “as is” in a publication, or passed along to a reporter to cover as a full length news or feature article. That’s why it’s so important to give all of the pertinent information about your services, event or program in the firs paragraph, Always answer all basic who, what, where, when and how questions firs. This is your lead. That way, if an editor finds it necessary to cut your release, due to space restrictions, the reader isn’t missing any important details.

Since press releases are so straightforward, many writers make the mistake of making them boring. Don’t fall into that trap. Next, find a gripping (yet informative) first sentence to lead your reader into the rest of the text. Don’t go overboard here. You want to entice the reader to continue, without being outrageous.

The actual format of a press release is pretty simple. Always begin a press release with a short (but enticing) title. Next, include date line (ex: Philadelphia, Pa…) underneath, and right before the actual text which tells the reader where the article originated or is about.

Most editors prefer that the body of the press releases be written in the inverted pyramid style, which offers the most important information and details first, followed in sequence by lesser information. Background information about the event, program or organization should be last, ending with an information line which may include a contact name, phone number and/or website.

Print your release on plain white paper with black ink. Forgo fancy fonts and images. Be especially careful of this when submitting electronic releases. These are hard to read and often even harder to edit in the publication’s style and format. Make too much work for an editor and he’ll throw your release in the trash (no matter how compelling) and move onto the next one. Remember, most publications receive hundreds of press releases every week (some every day), so it’s your job to stand out amongst the crowd without being overbearing or obnoxious.

Finally, once you’ve sent your release to the publications of your choice; don’t pester them about when they’ll be running it. A short polite phone call a few days later to inquire whether or not it has been received and if the editorial department would like more information is fine. But stop there. Repeated calls will only annoy the publication’s overworked editorial staff and ensure that your release never hits print.

Press release writing can be very lucrative for the freelancer wiling to learn how it’s done. After all, there are thousands of businesses, organization’s and such out there who want 9and need) to get their information in the media spotlight and they’re looking for talented writers who can do it for them!