PR Writing Tips

Tonight’s blog is dedicated to your Do-It-Yourselfers (DIY).  For those of you attempting to write your own press releases (and I don’t suggest you do unless you know AP formatting), here are a few pointers to get you started in the right direction. Note: I highly recommend you take an AP Formatting class, or obtain a copy of the AP Style Guide.

1.       First, make sure your announcement is  newsworthy. Don’t put a press release out to have a press release out.  Announcing a partnership, award, new product, etc. are all fine.

2.       Your headline shouldn’t read like a used car ad. Most people want to go with shock value. Well, that’s great but it can backfire. Most media outlets want to the point facts and headlines. A flashy headline is like flashing a cop- it’s frowned upon in the media world.

3.       Keep it under 400 words plus your boiler plate. A two page press release is never going to be looked at. Reporters are busy, behind, and understaffed when it comes to support. So, make sure you are clear, concise and under 400 words.

4.       Don’t add a bunch of links.  Add only what is relevant and if you need to add more links or data, refer to the EPK request at the bottom of your release. Yes, you need to have an EPK request byline.

5.       Don’t lie.  People tend to skew the truth in press release. Remember, reporters will vet them and if you are caught in a lie, you will be the attention of unwanted media coverage.

I hope this helps but please contact my company for assistance if you feel you are in over your head.

Until tomorrow,

Coco the CEO