12/16/2007
How to Write a Press Release
In the last couple posts we talked why press releases are good tools for search engine marketing and what sorts of things you can write about. All that remains is how to write an effective press release, so here are a few tips.
Headlines Count BIG. Wherever you submit your press release (PRWeb is a top submission site; take a look), it will appear alongside many other releases. Your title should grab reader attention, so for the reader and search engine’s sake, place keywords early in the title. “Search Engine Marketing Firm ABC, Inc. Moves to Larger Office” is better than “New, Larger Office for Search Engine Marketing Firm ABC, Inc.” Don’t go for clever headlines with puns or double entendres – press releases should be all business, and readers won’t get or appreciate the wit.
Be Smart with Your Summary. Most online press release formats allow you to write a one- to four-sentence summary of your release. If the summary draws readers in, they will go on to read the release. Make the summary count. Explain as concisely as possible what happened, and why it’s important for the reader to know about it.
Make Your Lead a Grabber. Your lead sentence should explain what happened and why it’s important even more concisely than the summary. The best way to develop a sense of how to write a lead is to read newspapers. The first sentence of every newspaper story is designed both to stand on its own and to make people want to read further. It’s quite possible most of your writing time will involve these first three areas, the headline, summary, and lead.
Outline First, then Write. Every press release should tell a story. By creating an outline, you’ll make sure to include all the important points and introduce them in a captivating way. In a story about the ABC, Inc. move, you might begin by stating the expansion has several important benefits for the firm’s clients. Proceed by explaining what those benefits are and why they are important, one by one. Conclude with a testimonial from a client validating one or more of your article’s claims.
Short Paragraphs!
