Journalists are inundated daily with 100s of press releases so how do you write one that will grab their attention. Here’s top 10 tips on writing a good press release:
- Start with a captivating title – it must catch the eye and want the journalist to read on
- Plan the content so its well written, doesn’t use jargon and is likely to appeal to a reader or journalist.
- The first paragraph, and especially the first sentence should be punchy, informative and draw in the reader to read on.
- Start with the most important information first and end with the least important.
- Remember the 5 base points – Who, why, where, when and how. The press need concise, factual information and not paragraphs of waffle and fluff.
- Embed up to 3 good photographs (in low res) into the copy.
- Preferably go for 1.5 spacing for clarity and no more than 2 pages for a news release.
- At the end put your contact details and any boring but necessary information can go in ‘Notes to Editors’.
- Research who you are sending it to and ensure they are your target audience.
- Email the release out embedded in an email or by mail chimp but don’t include big attachments – these will block journalists’ inboxes and will be discarded. They can always come back to you for more information.
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