Is Your Press Release Newsworthy?

The most common reason for press releases to be slam-dunked into an editor’s rubbish bin is because they are glorified adverts.

You must ensure that your reason for writing one is because you are announcing something that will be of interest to others. For example if you are launching a new website, product or service. But the key is to make it newsworthy.

To make sure you don’t fall foul of the rubbish bin, follow these simple steps:

• Triple check it – once you have written your release, proofread it! The more you invest in your company’s first impression the stronger it will be.

• Give it bulging biceps – start off with a strong message. Your headline, summary and first paragraph should clarify your news and contain your keywords. Use the rest of the release to provide the detail. Add your web address too and tell them who you are, it will add to your credibility.

• Always be professional – if you write with hype, slang, direct address or excessive exclamation the chances are that it will be viewed as an advertisement rather than a news article.

• So what? – put yourself in your customers’ shoes. Remember, this is your business so you are going to get excited about little things – but are your customers? Avoid clichés and focus on the elements that set you apart from everyone else. Try tying it in with current news issues, social issues etc.

• Case studies – illustrations using real life studies about how you helped solve a problem are invaluable. Everyone can associate with real life examples – they are a powerful tool so use them.

• Shout about your success – forget British reserve – your company is a success, you’ve hired a new MD – whatever it is, shout about it.

• Be a tease – if you need to, hold back. If you are launching a new service or product, give your reader a link that will take them to your website so they can learn more. This will result in your call to action pulling them away from reading and pushing them to take action by clicking onto your site.

• Words and voice – keep your voice active. Use strong verbs and economise – be clear and concise, make every word count. Don’t use jargon.

Now you are equipped with everything you need to know to create informative, compelling and interesting press releases.