How to write a proper press release.

If you are going to attempt to write your own, or your company's own, press release there are a few rules you need to be aware of. While I always suggest having a professional within the public relations industry assist you, I understand not everyone has the budget to accommodate this need. First, understand every press release you send out will not be picked up by a media sources. It is the nature of the reporting and broadcast game. Go into your press publication efforts with a realistic strategy.

The first element of writing a good press release is to ensure it is newsworthy. DD news that is relevant to you is not always relevant to the media. For example, if you are a real estate agent who just sold a multi-million dollar home that might be significant to you but it may mean nothing to the media or industry – specific media. However, if you just sold a multi-million dollar home that was once old by Robert Redford and a media in 53, which is very different than a press release, may be warranted. Of course, you would have to get the permission of Robert Redford and the new homeowner.

The next element of writing a good press releases to understand that a press release should not be of a promotional nature. Many novice public relations professionals make this mistake. A good press release reads like stereo instructions, not an advertisement. You also want to look of Associated Press style, otherwise known as AP style. Writing with good for is a plus in the eye of any reporter. If you use the sales copy for a non-– AP format, regardless of how newsworthy your press release may be – it will not be picked up.

Finally, understand the elements of a press release, which are; the headline, the restatement by line, the day, the introduction paragraph which restates how the headline is relevant to the byline and includes any immediately where further information can be found, a supportive paragraph – which should include further details in the event that a reporter does not click on the immediately, a quote – quote can be from the media agency putting out the press release, a client or relevant party directly related to the press release for yourself, a recap paragraph that is not redundant – this is hard to do but necessary, and a boilerplate. A boilerplate is simply who, what, when, where, why and needed details about the source putting out the press release and for the subject matter of the press release.

So, remember when you are writing your press release to check Google news. If what you are writing about isn't trending or relevant within your own industry for the national spotlight, you need to rethink your angle for your product. Also, remember that formatting is key – journalists are very busy people and sticklers for details.

Until tomorrow,

Coco the CEO