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Tips for writing a compelling press release
Press releases are an important tool for business owners and organizations looking to increase revenue, broaden a product's appeal, or inform the media and the public of a new development. However, just as with any other genre, there is an advantageous way to write a press release. Referencing a press release example can be beneficial. The following tips can help you write compelling and informative press releases.
Press release format
We recommend that you organize your press releases in the following way:
Company name and/or logo
At the top of the page, include the company's name and/or logo.
You would usually write "FOR IMMEDIATE RELEASE." However, there may be times when you want to specify the release date. For example, consider a merger between two large companies. Releasing this information too early could wreak havoc on the companies' stock prices. Writing the actual release date (month, day, and year) at the top of a press release will help ensure that internal readers do not release it to the public before the specified date.
Below the release date, list the name of the primary contact (usually from the marketing department or external relations) who will respond first to the media or the public if they have questions or need clarification. You should list the contact's name, title, phone number, fax number, email address, and the company's website. Although less common these days, you could also include a postal address.
Put the heading in bold and make it slightly larger than the body text. Provide all the pertinent information, but keep the heading concise (about 100 characters).
City, State/Province, Date
After this information, insert an en-dash (–) and begin the press release on the same line.
Clearly state the news. Do not write this paragraph so that it sounds like a business pitch. Overt advertising will send your press release straight to the trash bin.
Limit the text to four paragraphs, and each paragraph to no more than four sentences. You might want to include a pertinent quotation from an important person in the company. In these paragraphs, state the "who, what, when, where, why, and how" of the news item to fully inform readers.
Repeat the name, title, and email address of the main contact person. Also, include information relating to trademarks and product availability.
About your company
After the last paragraph, write a heading in the same format as the City, State/Province, Date heading and describe your company (usually in a slightly smaller font). Begin this paragraph on the same line after the en-dash.
Perfect your press release
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