As a PR pro1 or company owner managing your own public relations campaign, writing press releases should become very natural to you. If you've got news about your product, service or company, then you're ready to experience the power of press releases.
So just what is a press release? It's simple. A press release is a one to two page document used to call attention to your company and its products/services. Press releases are also known as news releases. Back to basics, it means just that: news.
There are several types of press releases you can write. Starting a business. Having new employees joining your team. Your company wins awards. You're working with a charity. Or anything new or different about your business and its product line constitutes a newsworthy press release.
There's a trick to writing press releases, though. Your message has to be newsworthy without sounding like a blatant2
advertisement. The release is written in an unbiased format3
so the reader trusts the information to be accurate.
Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.
The body part is not as difficult as most people think – and intact you can do it in 6 easy steps:
Communicate the 5 W's and the H. Who, what, when, where, why, and how.
1. What is the actual news?
2. Why this is news?
3. The people, products, items, dates and other things related with the news.
4. The purpose behind the news.
5. Your company, city, state.
6. Any quotes/testimonials
Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.
Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.
Keep your sentences short and to the point. Don't use jargon4
. Just keep it simple.
Don't be tempted5
to write a long press release. Stay as close to one page as possible. More than two pages is way too long.
Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.
Sample Press Release:
By James Downey
August 10, 2012
Portland, OR – Locally owned CrabTech Hermit Crab Shells announced today that it will be merging9
with Miami-based crab shell superstore HermitHomes effective December 21, 2012. Company officials are expected to meet with Crab Construction Union officials later this month to discuss employee benefits and retirement10
CrabTech officials expect this merger to improve investor11
confidence and widen its customer base. In addition to shells, CrabTech stores will now stock aquariums12
, heating stones, and crab socialization areas.
The merger will permit HermitHomes factories in Virginia and Colorado to construct CrabTech's patented BioShells and Shellac-Attack hermit crab shells. In exchange, CrabTech stores will be opened in Maine and Michigan, with construction and product selection completed by HermitHomes contractors13
More information is expected to be released following a shareholders14
meeting on August 20, 2012.
About CrabTech Hermit Crab Shells
CrabTech opened its first store in Portland in 1996 and is owned by Jesse and Jean Callahan. It has enjoyed 16 years as an independent company and has six stores in Oregon and Washington.
CrabTech will uphold its promise to stimulate15
the local economy. Known for its biodegradable temporary shells and sustainably harvested shellac, the company also intends to maintain its commitment to environmentally friendly business practices. For more information, please visit http://www.CrabTechHermits.com/.
HermitHomes is a Miami-based crab shell dealer16
. It specializes in wholesome17
, crab-healthy living and is committed to using only American labor18
to create and market its products. It has 68 stores nationwide, as well asfour overseas in France and Chile. For more information, please visit http://www.HermitHomes.com/.
To learn more about this merger, please contact
Bill Stickers, Media Relations
1246 NE Sandy Blvd. Ste. 210A
Office: (503) 867-5309
Fax: (503) 867-5408
CrabTech Hermit Crab Shells与HermitHomes宣布合并
俄勒冈州，波特兰——当地寄居蟹壳公司CrabTech Hermit Crab Shells今天宣布其将于迈阿密超级蟹壳连锁店HermitHomes合并，生效日为2012年12月21日。公司高层本月将于蟹壳处理协会高层会晤，讨论员工福利和退休计划。
关于CrabTech Hermit Crab Shells
地址： NE Sandy Blvd街1246号写字楼210A
办公室电话: (503) 867-5309
传真: (503) 867-5408