If you want your press release to get an editor's attention,

you need to get to the point as quickly as possible. Dozens

of press releases stream into a newsroom every day. Most of

them end up in the trash because an editor simply didn't

have time to read through the whole release to grasp the

writer's point. You might have a great, timely hook, but it

won't get noticed if it's buried in the fourth paragraph.

The two most important elements of the press release are the

headline and opening paragraph. Assume that will be all an

editor ever reads. By the time an editor has skimmed the

first few lines, it should be obvious why your story will be

important to readers.

Some people prefer to tackle headlines last, because they're

often the most difficult part of a press release. I find

writing the headline first helps me to focus while writing

the body of the release. Here are some headline guidelines:

Press release headlines should be short and catchy; usually

five to seven words is enough. Make each word count. Use

active verbs, staying away from "is" and "are." Avoid fancy

adjectives and adverbs all together. Take out unnecessary

words like "the," "an," and "that."

Punctuation isn't necessary. Definitely don't use

exclamation points, as they don't make your press release

look any more newsworthy. In fact, they can seem rather

desperate and pathetic.

Be specific. Instead of saying "ABC Inc. Creates New Jobs,"

say "ABC Inc. Creates 340 Manufacturing Jobs in Fair Hill."

This gives an editor something concrete to grasp.

Use a short subhead if you feel you have other important

information you need to present up front. However, a subhead

isn't necessary on a press release.

Like the headline, the opening paragraph to a press release

needs to be enticing, concise, and to the point. In

journalism, reporters often write using a format called the

inverted pyramid. This structure calls for the most

important information to appear at the top of the story.

When you're writing a press release, you should follow this

same format.

Imagine an editor is going to print your press release in

his publication. However, he only has a very small news

hole. Chances are he'll start cutting away text from the

bottom, so you'll want all of the important information to

be up top.

The opening paragraph should be no more than three

sentences, and should hook the reader immediately. It should

answer the basic journalistic questions: Who? What? Where?

When? Why? How? Focus on the main idea, not the little

details.

One of the worst (and most overused) ways to begin a press

release is to say "ABC President John Smith today announced

..." Obviously if you're sending out a news release, someone

is announcing something. Tell the news first, worry about

attribution later.

Finally, avoid marketing hype and sales jargon. Editors and

reporters can sniff out a sales pitch from a mile away and

they're not interested in giving you a free ad. If they

sense you're trying to pull one over on them, chances are

they won't even bother reading your press release at all the

next time.

Over & out,

Mickie Kennedy
Founder, eReleases.com
CEO, eReleases.com & Press-Release-Writing.com

http://www.ereleases.com
http://www.press-release-writing.com

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