What Makes Up a Good Press Release?

[Ryan]

So Yahoo! has done this many times. So have Google and Microsoft and perhaps the rest of the corporate world.

Yeah...what makes up a good press release...otherwise, you wouldn't have indulged releasing information which the mass (market) hardly picks up from, right?

As effective as it can be, some potentially good topics were left virtually unheard of due to the lack of punch in the press release itself.

some says that there are no ugly topics, it is just a matter of finding the right angle and....and take it from there!

So what do you guys think? Thoughts be heard!

[Manny]

ABSTRACT

A press or news release is a one to two page written document announcing some type of news that is then sent to different media organizations in hopes they will publish or broadcast it. A good press release will help build sales and awareness through publicity.

A good press release should be written like a story.

If the subject is interesting to editors they may call you for an interview and run a free editorial story reaching many people. I say if, because not all press editors use releases.

Press releases can be written about almost anything. A press release is a great way to announce a new idea, product, or company. For example, a press release can be written about the launch of a new perfume. A press release can be a simple story about a company's background, founders, and products. A press release is also a way to call attention to or invite the media to events, conferences etc ...

You can hire a public relations agency, have an Internet press release service write and distribute one for you, or you can write and distribute one yourself.

If you write one yourself first write down the details of what you would like to publicize. Then write a rough draft.

[Manny]

In addition to that, after you've written a draft ask yourself these few simple questions:

1) Is this really news worthy?

2) If I were a reporter would I find some intrinsic value in this?

3) Is this what readers will be interested in?

Your press release does not need to be very detailed, but you should say all that you have to say without being wordy. It must be unique and should contain enough information to get the attention of an editor fast.

You should write in a manner that is clear and concise.

Use facts. Tell the truth.

Avoid the use of too many adjectives and fancy language.

Don't use technical descriptions. Instead use words that simply tell the facts about your product.

[Hope]

Consider that the press release was already published and has went live, anothe r problem is to test its effect, is it effective? does it draw the desired traffic?

Here are some of my suggestions:

1.Monitor blog search engines like google blog search and technorati for pickups.
2. Embed tracking codes in the links from the release to the landing page.
3. Monitor the web analytics of the site the press release links to for referral traffic sources.
4. Setup Google alerts to monitor when the release gets picked up.
5. Monitor standard search engines for pickups and links.
6. Track conversions from press release landing pages.

Probably you could also monitor it when you see the number of affiliates that you are garnering upon doing the press release campaign. And even change the topic at a particular cycle to see some variations.

[Ronald Marva]

Also, if within the context of your PR news, include a quote from the president of your company or other appropriate spokesperson.

Including a quote from the president or company spokesperson is a useful way to convey what the release means to the company and its future. It is a course defining statement which advertises your company as having a direction and mission. It also provides human element and a sense of realism to your news. It also gives media milleage to the said company authorities.

[Michelle]

Press Releases are powerful tools in marketing so in intense of it is very vital. It can actually drive in or scare away readers. A well made press release in the correct format may make take you few days to be materialized. However, this time is definitely a worthwhile investment of your marketing time.


Press release format

1. Release instructions
Include in a few words on when the information can be released e.g. "For immediate release" or "for release on October 30, 2003"

2. Headline
It is a short, attention grabbing line. Avoid using exclamation marks, marketing approach or any keywords that can be associated with selling for readers might think that your trying to offer them something. Avoid using hype-bloated phrases like "breakthrough", "unique", "state-of-the-art", fo they may scare readers away.

3. Summary
An extension of the headline and consolidation of the body. Just a couple of sentences outlining the major points.

4. Body
It is advisable to start the first sentence using the following format:

City, State (or country), Month, Day, Year -

..then go into the story itself. Be sure that details are correct. Keep your sentences short and use paragraphs every 5-6 lines if possible. The body should not exceed 500 words. If you can say it in two pages, great. If you can say it in one page, better.Longer press releases might appeal boing to the readers. Always write it from a journalist's perspective. Never use "I" or "we" unless it's in a quote.

5. Additional information
It is usually the website that the readers can visit to acquire additional details o interests not mentioned in the press release.

6. About
Few sentences about the company; its short background, performance and products/services that it offers.

7. Contact information
This is usually for the use of the company whom you are submitting to. Include:

Contact Person
Company Name
Phone
Fax
URL
email address

[Aileen]

What should a press release contain?

The most effective press releases are written to a standard and simple formula.

* It should be written in active voice
* Avoid (or explain) all jargon, technical terms and acronyms, use simple words that use as daily language.
* Most interesting things should be written in the first part/start.
* Results and conclusions go before the background, method etc.

TITLE- it needs to be brief, contain major key words, and say exactly what the story is about.

The opening paragraph should answer the following questions:

* Who (is involved/did the research)?
* What (is new)?
* Where (is the research / publication)?
* When (does it take place/get published)?
* Why (is it new)?

BODY OF THE RELEASE- should contain further information about the story and set it in a familiar context. Stick to key points that support the message, and don't get too technical.

QUOTES/ TESTIMONIALS- include a brief quote from someone directly involved with the story and their opinions or praises.

NOTES TO EDITORS- include brief factual biographical information about the people or organisations involved with the story.

PHOTOS/PICTURES- including date, time and details of special events.

[Michelle]

Being newsworthy doesn't just mean that you declare to the world how great your products are or how well your company is doing, although a minimum of it isn't bad.

Topics that are considered newsworthy are as follows:

1. Coming up with a new and unique product that meets a specific need.
2. Building a partnership with another well known business.
3. Your business sponsoring a charity event.
4. Closing a deal or contract with a large company.
5. Results of research or findings you've discovered.
6. Recognition that your company have been awarded
7. Your company's stand on some social issues
8. Sponsorships or support that you company have extended.
9. Company innovations
10. Company celebrations

----------