The best press releases grab the reader's attention from the very first word.
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But if you think you it takes a professional writer to create a great press release, you couldn't be more wrong.
Media outlets see tons of press releases every day, but with a little guidance you are more than capable of writing an eye-catching press release that will deliver results for your small business.
These press release writing tips will get you started:
- Think like a reporter. Reporters want stories that people find interesting. If your press release is dull and lifeless, it will be hard for reporters to see its potential as a viable news item.
- Make it timely. Media professionals are especially drawn to press releases that are connected to current events or trends. Find a timely angle for the topic of your press release and highlight it in the title.
- Have a killer opening. Like any other piece of writing, a press release needs a strong opening. If your title and opening sentence are unremarkable, your readers probably won't bother reading the rest of it.
- Include statistics. One or two intriguing statistics can make your press release more attractive to reporters because it gives them ready-made facts they can include in their article. The key is to make sure your statistics are from reliable sources and reinforce your main points.
- Use examples. A paragraph with practical examples makes your story more accessible to ordinary people – and more popular with reporters who want to make sure their stories appeal to the broadest possible audience.
- Get a high value quote. If you have access to a recognized name in your media market (e.g. a prominent businessperson, civic leader, etc.) you might want to ask him for a quote to include in your press release. Sometimes the right quote from the right person is enough to make your press release instantly newsworthy.
- Be honest. More than anything else, make sure your press release is an honest presentation of the facts. If your press release exaggerates or over sells, it will be immediately discarded by most media contacts.