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How to write a good press release Blog Feature

Bob Ruffolo

Founder & CEO, Keynote Speaker, Entrepreneur, Recipient of Comparably’s Best CEO ’17

May 13th, 2010 min read

 

A press release is a simply written statement to the media announcing company news, new product offerings, scheduled events, awards, personnel promotions and sales accomplishments. Your goal is to communicate the information in a compelling way that attracts media attention and the result will be press coverage that is extremely valuable to your business.


Reporters and editors frequently cast aside press releases that are overly self promoting and fluffy, so the goal is to make them as news worthy as possible.


To write a good press release, start with a compelling headline that attracts attention. Make sure the headline reports the important news, like a newspaper headline and is written in language that commands immediate attention.


The body copy of the press release starts with the date and the city in which it is being released. Then write a strong introductory paragraph that summarizes the main idea. Follow that with details about the news you are reporting, including the names and titles of the key people involved.


It’s best to keep the press release brief because reporters and editors won’t spend a lot of time reading it. However, it must contain all the information needed to publish a complete story, which might be done with the press release alone.


At the end of the press release, provide brief boiler plate copy about your company, a link to your website and personal contact information, including your phone number and email address.

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