How To Write A Press Release For Your Small Business

When should you put out a press release?

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Naturally, no business should churn out press releases like they’re going out of fashion. Even if what you’ve got to say is earth-shattering, you’ll quickly find yourself consigned to the Junk folder. The key is to write when you’ve got something of genuine value to express or reveal. Have you recently recruited a charismatic new employee? Sure, that’s worth a press release – particularly if said staffer has some pedigree. A business journal or similar publication will be glad to publicize such an appointment. Ditto if you are announcing an exciting new product or service, an upcoming corporate event, a prize giveaway or the fact that you were recently the recipient of a prestigious industry award.

Ask yourself: is it newsworthy? Does an audience exist for this nugget of information? Or do I simply wish to keep my fingers busy on the keyboard? Be honest and you’ll save yourself from writing a press release nobody cares about.

How to write a killer press release

A well-crafted press release adheres to certain style and formatting guidelines, because journalists have expectations and time constraints just like anyone else. Depending on whom you listen to, they are also famously impatient.

When you’re writing a press release[1], you of course want to ensure that said journalists can scan the information easily, processing the pertinent facts therein. However, it’s vital to snare their attention, to keep them reading till the end and provoke a reaction. Follow these tips and you’ll do just that.

• Format properly

Journalists are looking for an excuse to hit the trash icon. Don’t give them one. Format your press release in the industry-accepted fashion using one of the many templates available online. Fit your press release on a single sheet of paper. Then focus on writing killer copy.

• Seize attention with an eye-catching headline

The title of your press release should be a mini press release in its own right. In other words, when it lands in an inbox, the subject line should communicate its essence without having to be opened.

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