Storyline
Initially, decide on the subject of your press release. This might be:
The company has acquired a greater market share.
A newsworthy event that affects the industry.
Initiatives that your customers will find appealing and worthy of note.
Regardless of your storyline, make sure to cover the basics of the operation of the company, its services and products.
Press Release or Advertisement
A mistaken notion exists, that a press release must be constructed in similar fashion to an advertisement. Making your company the centre of attention is the critical objective, but a press release must not be seen to be blatant advertising. The primary purpose behind a press release is to deliver a newsworthy story about the company that is likely to stimulate the curiosity of the target audience.
Structure and Layout
Choose a simple, open font for your article, and avoid too many changes of font size and style (two different fonts and styles are appropriate). Use plenty of white space, to break up the text. Ensure your document is eye-catching and comprehensible.
Headings and Sub-headings
A powerful headline is the first thing that will capture the attention of your reader. Judiciously worded, it will provoke interest in the remainder of the release. Use sub-headings to reveal gradually morsels of information, expanded upon in the body of the text. This will show the reader the way through the document.
Body Text
Make the writing attention-grabbing, avoiding the use of trite words and phrases, such as “breakthrough”, or “revolutionary”. Build the story with real illustrations, with which readers can easily associate. Use facts and figures to add credibility. Exhibit the relevance of your product, or service, by linking it to current affairs or social issues.
Conclusion
Writing a press release need not be a complicated or protracted exercise. It can be a single page. In order to write effectively, be particularly careful with the choice of subject. Be sure to use appropriate structure and layout. Write a bold, striking headline, to evoke curiosity in your readers. Use facts and figures to describe your product to in a favourable light. A press release comprises individual elements which, when joined correctly, will ensure it receives the media attention it deserves.
Josh Taylor is a freelance researcher and writer specialising in consumer, finance and business subjects.
For further information and a definition of press release see dictionary.co.uk, the People’s Dictionary which aims to track the change in the English language - and allows you to to be part of it. Dictionary.co.uk is owned by ValueClick, one of the world`s largest online marketing firms.
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