How to create a modern press release
Even though times have changed and many things we once took for granted have faded away, the press release remains one of them. You have information that needs to be available to many, and the press release shows how to do it.
NOTE: The primary purpose of a press release is to make it easy for others to disseminate your information. When creating a press release, your goal is to be clear, concise, organized, and easy to use.
Do not take shortcuts!
However, there have been a few changes; the main difference between the old and modern press releases is that we now need to make it easy for the web. Easy copy and paste for the text is a must; the text should be formatted in a way that requires no additional formatting. A good test is to take the copy and paste it into Facebook and see how it looks.
Another BIG thing is images; photos or flyers need to be sized correctly, which means not too big. The rule is that the images should not exceed 1000 Pixels on the longest side. This does require a bit of tech knowledge, but it can be easily learned.
These things are meant to make it easier for those you are sending the Press Release to, usually the media. The media will probably quickly look at the press release but not do any additional work, such as proofreading or editing.
Easily accessible is the key. The press release needs to be easily emailed and, in some cases, made available on a website.
Writing Tips:
- Limit your release to one or two pages.
- Use a headline to convey the message and capture attention effectively.
- Use the inverted pyramid style. Get to the point and then elaborate on it, with increasingly less critical (but essential) details in the paragraphs that follow.
- Keep it simple, clear, and direct. That’s a lot easier said than done, but it can be done if you put yourself in the place of the reader.
- Try to engage your reader from the start with a catchy lead paragraph.
- Be sure of your facts. Reporters and editorial writers must be able to depend on you for accurate information.
- If you can do so legitimately, convey a sense of urgency without being histrionic, perhaps through a quote from the head of your organization.
- Go easy on quotes; however, be sure those that you do use sound like something a real person would say. Always check with the quoted person first. Some people prefer to have a draft quote that they can “okay”; others want to give their quote.
- Never use a long word when a short one will suffice; the same applies to sentences. When you use a long sentence, follow it with a short, declarative one. Keep paragraphs short.
- Avoid jargon of any kind, especially legal and computer jargon. Be sparing in the use of acronyms, and when you do use one, be sure it appears the first time parenthetically after the full name of whatever it represents.
- Include visual aids when you can. A photograph, graphic, or other illustration can help convey your message and add interest to your release.
- Have it reviewed, preferably by someone outside your organization, to ensure it is professional, engaging, understandable, and free of typographical errors.
The Press Release is your friend, but indeed, a needy one.
Are you finding creating a press release to be too time-consuming? We can help.
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