Planning Begins Before You Write
Begin with a clear idea of the most important items you want to communicate to your reader.
Your Release Should be:
Concise Stay on point; don’t clutter up your important items with excess explanations or details.
Well-written Use spell check, read it aloud, ask another person to read it, and/or use online sources to double-check grammar and spelling. Errors are distracting to the reader and take away from your company’s credibility.
- Factual Stick to logical and substantiated claims, avoiding empty words of opinion: best, cheapest, etc.
- Honest Avoid empty, overly-padded quotes by company officers; quotes should be relevant facts that no one else could offer.
- Timely If your release isn't topical, consider incorporating it with a recent news event but don't stretch it. If it is time-sensitive, be sure your dates/times are accurate for a global audience (time zones, etc.)
Questions to consider before you write:
- Who is your audience?
- What do you want readers to take away from your release?
- Does your release provide valuable information or just another offer?
- What is the support or justification for the information in your release?
- What is the tone of your release? Is it direct and professional?
- Are you aware of possible pitfalls or areas to avoid?
- What is the purpose of your release: to increase business, disseminate information, or both?
- Is there a call to action at the end and accurate contact information?
Click here for more information and to see a sample press release.
What subjects are we interested in?
- Launching new services or products
- Financial results
- New staff members
- Certifications and recertifications
- Facility expansions
- Big contracts
- New equipment or software purchases
- Awards, "Top 100 Businesses in Your City" recognition, etc.
- Exhibiting at trade shows
- Charitable events
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