People usually thing of a press release as a bland announcement sent out to newspapers. Some people think it’s simply a communication tool that is designed to hype things and consider it a mere formality. What a press release can do is boost traffic, create backlinks and get new customers if it’s correctly handled.

The Basics of Writing an Effective Press Release

1. A press release is not a sales letter; it is an announcement about the launch of a new product or service. If there is no announcement to make, then you must consider pushing back your press release to a later date when you have something concrete to announce.

2. Hype in press releases is a no-no. A good press release gives the facts about the new product or service, nothing more. Avoid flowery language when writing a press release.

3. The headline of the press release must hook the reader and compel him to read the main content. There must be an element of intense drama in the first paragraph, and from the second paragraph onwards the press release must answer the what, why, when, where and who of the core matter.

4. The content of the press release must always be newsworthy. This is because it can be picked up even by national media and become a part of a bigger story.

5. The press release must be interesting to read. While it is true that you’d like to glorify your product, it is also true that the reader wants to feast his eyes on worthy content - so, always think like a reader when you draft your press release.

6. Avoid all cliched statements.

7. Avoid stale headlines such as “New Website Offers 10% Off”; instead work around the forte and USP of your product/service and hammer that message in.

8. A good press release explains how a product or a service satisfies a need, and then backs it up with testimonials.

9. A press release must be factual - no more, no less - all fluff and exaggerated blah blah must be completely avoided. Your press release must read true.

10. Use dynamic, peppy language, but don’t use slang. The press release must be written in an active voice.

11. Keep your press release clear and concise. Use the KISS* method when crafting your piece. (*Keep It Simple & Savvy).

12. Avoid overusing uppercase letters and follow basic rules of grammar.

13. Summarize your press release in one paragraph, because all websites that publish press releases ask for a summary.

14. Develop a strong resource box that talks about you or your website and carries a link back to it.

While this only scratches the surface of the press release iceberg, if you follow them, you will have a very good press release that’s ready for publication. Good luck.

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- Kale McClelland