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Write An Effective Press Release (and Giveaway!)

July 13, 2015 by Karin Beery 14 Comments

Closeup portrait of cute young business woman smiling
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You’re doing what? Why? Huh?

All too often I ask myself those questions when reading a press release. As a contributing writer for several local newspapers, I receive dozen of press releases each month, and far too many of them end up in the trash.

It’s not enough to send out your information – you need to present it in a clear, concise manner.

Before you start writing your press release, here’s what a press release is not:

A press release is not a fact-filled news article. In fact, press releases should not be written as any type of news article or feature. (www.womeninbusiness.com)

It’s also not a showcase for your graphic designer. If I can’t find the information buried in the design, it goes in the trash.

—

What is it then?

A press release is a written communication reporting specific, but brief information about an event, circumstance, or other happening typically tied to a business or organization.

Think of it as a business letter: 1-2 pages neatly written and formatted for someone to read quickly. I’ve had the most success with press releases that present three key pieces of information:

  1. Event information
  2. Organization information
  3. Contact information

Here’s what to include in each of these sections:

Event Information

Who? What? Where? When? Why? How? Answer these, but keep it simple.

Are you raising money for the Smith family’s medical bills because the dad was in a car accident and the mom lost her job and their triplets are three months away from graduating from private school? Stick to the basics: To raise necessary funds for the Smith family’s medical expenses. If the newspaper or TV station wants to know more, they’ll call you.

Organization Information

If your local chapter of the American Christian Fiction Writer’s group is hosting the event, this is where you put a short paragraph saying what the group is and what they do (this is a great place to include a mission statement).

Sticking with the Smith family example, this is where you would explain who the family members are and why you want to help them.

Contact Information

There’s nothing worse than getting a press release with a link to a Facebook page or website, but no information regarding who to contact. If you want people to attend, promote, or sponsor your event, you need to make it easy for them to reach you. Include a phone number and email address so people have options.

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Press releases can be valuable marketing tools, but only when written well. Don’t waste your time composing something that no one will read – include the right info in an easy-to-read format and people will respond.

—

In honor of the dozens of ways you can start your freelance writing and editing career – and in honor of this beautiful new website! – I have another giveaway this week! Written by Dr. Dennis E. Hensley, Ph.D., I’m giving away three mini lessons (part of his The 21st Century Writing Series) that should help you with your writing and editing.

1. Small, Easy Ways to Break into Print
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3. How to Write and Sell Interviews and Personality Profiles

Leave your name and email address in the comment section for your chance to win these resources!

Filed Under: copywriting, writing Tagged With: business writing, press releases

Comments

  1. Karin Beery says

    July 25, 2015 at 2:26 pm

    Congratulations, Diana – you won! I’ll contact you soon!

    Karin

    Reply
  2. Deb Read says

    July 20, 2015 at 3:08 pm

    Thanks for the info! So, it should start with “Dear….”? Should the press release be formatted as if ready to publish or like I’m telling them about it so they can write it? I’m a little confused on that part. Would there be any way to post an example of a good press release to model after?

    Reply
    • Administrator says

      July 25, 2015 at 2:13 pm

      Hi Deb –

      You’re the second person to ask. I will look for a good example to post!
      Karin

      Reply
  3. A.J. Cattapan says

    July 20, 2015 at 3:14 am

    Thanks for the advice! One of my fellow ACFW authors did a talk on press releases last January for our local chapter. I’m grateful for all the tidbits I can pick up. I hope I’m doing it correctly. You can check out one of my examples here: http://www.dailyherald.com/article/20150717/submitted/150719094/

    I’d be happy to hear your feedback. 🙂

    One thing I’ve learned is that a lot of papers will let you become a “Community Contributor” for their online edition. It’s a pretty easy way to get a press release posted online.

    Reply
    • Administrator says

      July 25, 2015 at 2:19 pm

      Hi A.J. –

      I think that’s a great release. You’ve covered all of the necessary information: who, what, where, when, why. If I had received that, I would have kept reading and given you a call.

      When a release is well written – like yours – it gives the paper the option of printing it as-is or giving you a call. That’s double the options for publicity 🙂

      Karin

      Reply
  4. Holly Michael says

    July 19, 2015 at 11:58 pm

    Great article. Working on a press release. now.

    Reply
    • Administrator says

      July 25, 2015 at 2:12 pm

      Good luck!
      Karin

      Reply
  5. Bonnie Engstrom says

    July 19, 2015 at 7:01 pm

    Good points, Karin. However, I wish you had included an actual example. Maybe a good one and a bad one. I am a visual person.

    Bonnie Engstrom

    Reply
    • Administrator says

      July 25, 2015 at 2:12 pm

      Tell you what – I’ll email you a couple of copies 🙂
      Karin

      Reply
  6. Gail Kittleson says

    July 19, 2015 at 3:24 pm

    Thanks for this, Karin. My debut novel’s coming out this fall, and I needed some instructions.

    Reply
    • Administrator says

      July 25, 2015 at 2:11 pm

      You’re welcome!

      Reply
  7. Diana Grabau says

    July 19, 2015 at 2:45 pm

    Renee, thank you for the well-written tips. Press release writing is new to me but I’m saving this for future reference and expect it to be helpful as I enter the world of copy editing. I’d love a chance to win Dr. Hensley’s resource.

    Reply
    • Administrator says

      July 25, 2015 at 2:11 pm

      You’re welcome! I’m glad you found these tips helpful 🙂
      Karin

      Reply

Trackbacks

  1. Press Releases – The Good and Bad says:
    November 23, 2015 at 3:15 am

    […] this year I wrote a post about writing effective press releases (you can read it here). Several people asked to see examples of good and bad press releases. Instead of relying on my own […]

    Reply

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