6 ways to write a quality press release

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When it comes to getting press coverage for your business, writing a press release is a good place to start.

Think of a press release as your official statement or a short, compelling story that you issue to the relevant media giving all the information you have available on a particular matter.

Keep your press release concise, fact-based and focused on the point that you want to grab the attention of news organisations it will be sent to. 

Here are six ways Intro makes sure all the press releases we write are the high quality our clients expect.

1. Something old. Something new.

Make sure the release is newsworthy and promoting something new or different that has just happened or is about to happen. Send one release in advance of an event and follow it up with another just after it.

2. Who will open your email?

Aim the content of the release at the person it is being sent to – not your customers. If you are sending the information to several people, tailor the headline and first paragraph specifically to each recipient. The introduction should convey the news in a nutshell, the next should put the news into context, followed by all relevant details. in the remainder of the release.

3. Headlines get you noticed

Headlines play a crucial role in getting noticed. Don’t be too cryptic or clever, leave that up to their editors. Spell out clearly what your story is in the headline. For example: ‘Pitch perfect’ is ambiguous, where as ‘Cumbrian firm installs synthetic school football pitch’ tells the story.

4. W.W.W.W.W.

The five W questions can be relied on to keep your press release on the right lines. If at all possible answer the vital – Who, What, When, Where, Why questions and you won’t go far wrong.

5. Always go the extra mile

Take the trouble to include quotes from people involved and photographs (pictures of people are much more interesting than buildings, signs, vans, etc), not forgetting precise details of how people can get back in touch with you to ask any follow-up questions.

6. Expect attachments to go wrong

Plan for you attachment to go wrong. When you send your press release send it with the text in the main body of the email as well as in editable attachment. That means the journalist can see straight away what your story is.

Also, never send it as a PDF. Ever.

Don’t forget to feature your release on your website and social media pages – try using the articles feature in LinkedIn, guides on Instagram or notes on Facebook for something that will look impressive.

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