Have you ever wondered how news stations, newspapers, magazines, and online publications know about events before they even happen? I’ll let you in on a little secret. Most of the time they aren’t carrying magnifying glasses and piecing together clues to get their information. Typically, plenty of well-formatted, informative press releases flood the inboxes of editors on a daily basis, distributed by publicists. Then, editors decide what news is most interesting and best suited for their audience.
Press releases are a great tool to make sure that your message is shared with the media. However, news outlets, producers, editors and reporters are constantly bombarded with emails and news alerts. A well-written press release is critical to standing out, and making your story get noticed.
FOR IMMEDIATE RELEASE:
HEADLINE: ANDERSON OUTLINES HOW TO WRITE A PRESS RELEASE AND EXPLAINS WHY IT IS A CRITICAL TOOL IN PR
Scottsdale, Arizona – August 18, 2016 – The headline of a good press release communicates the main point in a straightforward, short and concise manner.
A great introduction is essential because it gives the most crucial information about your topic. Introductions should be interesting, grabbing the editor’s attention and compelling them to read the rest of the release.
The paragraphs following the introduction make up the body, where you share the nitty-gritty details. Here, you explain why this news is important and why your company is sharing this information. Identify the who, what, when and why so journalists don’t have to dig for these essentials.
Defining who is affected by your news gives the publication an idea of where this story might be featured. Be sure to outline why your news or event is different than anything similar that might be happening or has happened.
“Including quotes is a great way to share the excitement and details around the particular event or announcement,” says Claire Holzman. Quotes should come from a senior member of the company or organization.
Conclude the press release by summarizing the most compelling aspects of your release. A strong conclusion you will solidify your chances of being featured.
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Once you’re finished with your press release, don’t forget to check it for AP Style! This is the format to which every news outlet adheres. If your writing is already formatted correctly, you’re making the journalist’s job easier and giving your press release the best chance to be featured.