writing a press release
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SolveYourProblem eMarketing Series:
How To Write A Press Release
That Blows Away
Editors & The Competition

( 30 pages )

 

 

Watch carefully for any adjectives you use in your press release. Like any other news item, you’re expected to send in an unbiased piece of information. Make sure you avoid writing words like “best,” “only,” “exciting,” or “dull.”

Instead of saying:

“The mayor lives in an expensive house.”

Say:

“The mayor’s house is estimated at $500,000.”

If you do have to include an opinion in your press release, usually at the request of your client, be sure to attribute it to someone other than the media publishing the story.

It’s fine to say:

“This is by far the best product we’ve released to date,” said Corporation X’s Vice President, Steven Smith, of his company’s soon-to-be-launched software.

Refrain from stating it’s the best without using a specific quote.

Try not to alienate your audience. Don’t use stereotypes, whether they be sexual, ethnic, or otherwise. Aside from avoiding basic title taboos, such as mailman, fireman, etc., it’s also best to avoid touchy societal subjects.

These include reporting on a woman’s marital status or physical appearance. Always ask yourself if the same information would be relevant if you were reporting about a man. You don’t want to alienate half of your audience by unintentionally insulting them.

In review, write for your audience by following three basic guidelines:

  • Write Simply
  • Write Clearly
  • Write Fairly
    Ask yourself these questions to see if you’ve written from the consumer’s point of view:
  • Is my press release easy to understand?
  • Have I used any adjectives to describe the focus of my content?
  • Are my employment titles gender-neutral?
  • Have I geared the document towards a topic that most of the community will appreciate and want to read?
  • Is my timing good - or bad - for disclosing this information?
  • Have I answered all of the basic questions my audience is might have once they finish reading this piece?
  • Is it clear to the reader who the source of this information is – so that if he or she wishes to learn more about the client, they’ll easily know who to contact?
  • Have I written in a succinct manner so that the audience will be able to grasp the message without having to spend too much time deciphering it?
  • Have I focused on the most pertinent information my client will want to pursue in the next six months to a year – not wasting editorial time with unimportant events?

If you’ve worked through all of the complexities above, then your press release should read like a true news story, and not resemble that of a biased, puff piece. If possible, have someone else take a look at the story and see if they notice any instances where it looks as if someone who works for the company or organization has written it.

Following these criteria will endear you to the community as an ethical and unbiased presenter of information. And it just might produce positive results for your press release campaign, too!

 

          

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