The reality is that in order to write an effective press
release, you need to know the press release standard as well as the required
information that should be included with the release.
Press Release Script- Writing An Effective Press Release Takes A Little
More Time And Effort
Writing a press release is easy. Writing an effective press
release is another story altogether. Here are some tips to writing a press
release that will not only get you backlinks to your website but may also get
Why would a company use a press release?
Companies will use a press release for many reasons. The most common is to get
their site noticed by the media, reporters and editors. The company would
release a press release in the hopes that somewhere out there an editor would
find it interesting and release it . But there are some criteria that you,
as an internet marketer or as a company can do to increase your chances for
your story to get picked up.
The first thing to writing an effective press release is that you need to
follow protocol. In other words, you need to give the press all the information
that they need. This includes:
1. Your company's name and URL.
2. Contact information including email address AND phone number where you
can be reached as well as a physical location.
3. A short summary of what your company is about. 2-4 lines is okay. You
aren't writing a book, just a quick summary.
4. An abstract of what the actual press release is about. This is
important because a lot of times the editors will be scanning hundreds of press
releases. The abstract will give them a quick overview of your press release
without having to actually read through it.
5. The body of the press release is the meat of what you are saying. It
should follow standard newspaper protocal...the who, what, why and when.
6. This should be written in third person as if someone else (not you) has
written it. This is because in the event that it gets printed, the reader
won't think that it is about the editor.
7. A press release should not read like an ad. It should be informative
and provide some value to the reader.
Other things to consider when writing an effective press release:
1. The news should be new. A press release is made to announce to the
world something new or innovative that your company is doing.
2. The most "newsworthy" information should be
presented at the beginning of the press release. This is known as an
inverted pyramid writing structure.
The actual mechanics of writing an effective press release has a protocol as
well. The beginning, middle and end should follow a standard. All press
releases typically follow this standard.
The 1st paragraph of the press release should restate the headline of the
press release. In fact, it should be almost word for word. It should also
quickly summarize what the press release is about.
The 2nd paragraph should highlight the reason for the press release. If
your company has just opened a new store in Lindenberg, PA,
for example, the second paragraph should clearly state the who, what, why and
The 3rd paragraph should have a quote or favorable comment from someone
within your company. This is the place where you can give an opinion about
why you think your press release merits publicity.
That last paragraph will contain your companies details (as mentioned