Writing a press release may still be baffling for many. It is because even though they know the standards in writing it, following the strict format in writing can still be challenging.
Here are some press release writing tips that can make the job easier in formatting your story.
Rules in Writing:
- Write your release in the third person to make it more formal. Avoid the use of “I,” “we” on the entire release, excluding in the quotes.
- Write it short and succinct. Make sure that it doesn’t exceed 500 words. It should be limited to one page only.
- Check the quality, grammar, punctuations and spelling of your release. Don’t pitch it unless you have proofread it.
- Avoid buzzwords and industry jargons. Your release should be written in a clear and simple language to avoid confusion of the readers.
- Make it relevant. Always emphasize why the readers would care.
- Get straight to the point. Set the hook at the beginning of the story to keep the reader’s attention.
- Avoid writing it like a sales pitch. Your release should not sell your products, but rather, announce something about your product.
Format in Writing:
There’s a standard format to follow in writing a press release. It is designed to make it easier for the readers to get the highlights of your announcement, you can check Newswire press release writing service for better understanding on how does the format works.
First, craft a creative angle to begin your story. Step into the reader’s shoes. What benefit they would get? What makes your product different or stand out from other brands? Once you have determined where your story would evolve, lay the facts that would support your story.
What is the standard format in writing a release?
It follows a standard format to simplify the process of writing. Since the media receive tons of pitches everyday, following the format makes it easier for them to spot the important points.
- Company logo
Using your company logo in the release is a mark of brand recognition. It should be at the center of the page. It makes the readers aware of your identity as a brand because it is the first image they see.
Having your logo prominent in your release makes your brand stands out from other brands. Under the “note to the journalist,” you may write that company logo images are available upon request.
- Contact Information
The contact information should be found under the company logo at the upper right corner of your release. Writing it at the top portion ensures that the media wouldn’t find it hard to locate the person from your company when they need to follow up for information.
Don’t forget this element when pitching your story because you may end up losing a media opportunity. Make sure that the contact information of the person is working, including the contact number and email address.
- Release Date
If you want to indicate the release of your story, you may want to write it below the logo on the left portion. If your news need to be published right away, indicate it as “FOR IMMEDIATE RELEASE.” Otherwise, if it is placed under the embargo, place the date when you want it to be published like “FOR RELEASE ON [Date] at [Time].
The headline should be short, succinct and attention-grabbing to pique the interest of the readers. Make it fit in the 80 to 170 character range. Avoid industry jargons and buzzwords on the headline. Keep it simple but interesting for the readers.
The subheadline is the line that supports your headline. If you want to add more points to the story angle, you can express it here. However, make sure that it doesn’t repeat whatever you have written on the headline.
The dateline indicates the date and location, usually the city where the story originated. The location is written in caps lock letters.
For instance: NEW YORK, NY, February 26 – [body text]
- First Paragraph
The first paragraph of the release should summarize what your story is all about. It should contain the answers to who, what, when, where, why and how. Provide facts that are needed to shape the story.
Keep in mind that you should keep the introduction strong and substantial to get the reader’s attention. It should be enough to stand alone, even readers are not going to finish reading the entire release.
The body of the release should provide additional information and may include quotes, hyperlinks, media content, statistics and background information. It can also include the call-to-action to invite the readers to perform an action. Limit each paragraph to two to four sentences.
The last statement in your press release is a short information about your company. You may include what your company does or provide. It can be used in repeated releases.
- End Notation
The end notation is the three pound signs written like this ###. It is placed at the end of the page to indicate that the readers have reached the end.
Following the press release writing format ensures that you have written your story well. It is also important to avoid forgetting the important parts of a release.