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Tips On Writing A Press Release
If you intend to write
your own release, you should be aware of various conventions relating to the
structure and content. Press releases traditionally take the SOLAADS format,
with information appearing in the following order: subject, organisation,
location, advantages, applications, details, source.
Always compose your
release using an 'inverted pyramid' structure, with the most important
information appearing first. That way, if a journalist stops reading after
the first or second paragraph, he/she has already gleaned the vital facts.
The headline must be succinct and snappy. Never use the past tense - e.g.
XYZ Company Launches New Gizmo is appropriate, while XYZ Company Has
Launched New Gizmo makes your announcement sound as if it's old news. If
necessary, use a sub heading to include supporting details - e.g.: Roll Up
for the Fun of the Fare (main), New Restaurant Opens in London W1 on 31
March [sub].
The first paragraph should encapsulate all
the main facts and it must include the name of your company and whatever
product/service/event you're announcing. E.g. "XYZ company, a Manchester
based provider of support services to the catering industry, has won the
2002 Chamber of Commerce Award for Industry. The Award recognises XYZ's
commitment to quality standards..." Or: "ABC, a London based developer of
software for schools, is launching a new CD-ROM, GrassHoppers 2, that helps
children learn about the lifespan of these fascinating creatures..."
Subsequent paragraphs should provide
supporting information in a descending hierarchy of importance (remember the
inverted pyramid!). Relate the most exciting and newsworthy
aspects/applications of your product/service first.
You may wish to include a comment from a
senior person at your company (ideally the manager, chairman or CEO), which
journalists can use as a quote to support their news stories. Avoid inane
quotes that start with phrases such as "we are delighted" or "we are proud
to announce", and try to introduce a pertinent element that hasn't been
mentioned in the rest of the release. However, don't include too much quoted
material, as this can fragment an announcement.
Present the press release objectively and
always write in the third person - remove "I", "you", "we" and "us" and
replace them with "it", "he/she" and "they". "The company" is always
singular, so be sure to use "it" rather than "they" (e.g. XYZ Company is
progressing with the initiative it has started" not "the initiative they
have started"). Acronyms and abbreviations should be avoided. If used, spell
them out in the first instance - e.g. electronic point of sale (EPOS) - and
then introduce them in the abbreviated form thereafter (EPOS). Simple,
concise language is preferable to long, protracted, "flowery" language.
Never use claims such as "the world's no. 1 service", "our product is
totally unique" (unless it's true and you can back it up with published
research!) and avoid puffery such as "our fantastic new product" and "our
magnificent new service". Don't rely on a barrage of industry jargon and
buzzwords, such as "the cost-effective, leading edge, one-stop-shop solution
to meet all your business needs". This sort of language is both meaningless
and disliked by journalists.
And make sure you include:-
Notes to Editors:
Background information on your company - when it was launched, where it's
headquartered, any particular accolades or achievements, its main areas of
activity, etc. - and any additional information not provided in the body of
the release.
Contact details:
The name, address, telephone/fax number and email address of your appointed
contact person, which should appear at the bottom of the release so
journalists can contact you easily if they require further information. You
should also state whether you have photos available, as these shouldn't be
attached to a release.
To have a press release professionally
written visit
www.pressdispensary.co.uk
Press Dispensary is a
UK-based press release writing and distribution service that delivers news
and information to the press and other opinion formers at low cost.
The service is ideal for businesses that wish to make media announcements
but don't have in-house PR skills and aren't ready to employ a full service
PR agency. Most agencies work on a retainer basis, with fees typically
standing at around £5K/month. Press Dispensary, however, charges by the job
and will write and distribute your announcement for less than £200.
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