Copywriting 101 - How to write a great press release!

If you’re a small business owner, you’re probably used to wearing multiple hats. And if you’re doing your own public relations work, sooner or later, you’ll need to send out a press release.

This article focuses on how to send out a good press release. (Question: What’s a “good” press release? Answer: One that gets used by the media!)

There are two secrets to writing a good press release - 1) remember that the information must be news, not advertising, and 2) write in “inverted pyramid” style.

What is a press release (or news release) anyway? It’s a document you send to media outlets (newspapers, TV and radio stations, web sites) to announce a new product, a seminar you’re offering, a new partnership, the move to a new location, or any other newsworthy item. The press release must also be timely (something is happening now or in the near future).

And on to the first secret: A press release is first and foremost news for your community, and NOT free advertising for your business.

Remember that the media outlets to whom you’re sending your press release depend on advertising for profitability. Advertising is “paid” publicity for your business. A press release must be “newsworthy” first and foremost. You’re essentially asking for “free” publicity, but you’ll only get it if you’re offering something of interest to the media’s readers, viewers, or listeners. If you send out a news release which looks like advertising, it will most likely be tossed out.

The second step is to write in an inverted pyramid, or journalistic, style. This basically means that the first paragraph contains all the pertinent information - everything the reader needs to get the gist of the story.
Each additional paragraph expands upon the first one, with more details added, quotes from participants, etc. BTW, this style of writing is called an “inverted pyramid” because it takes the traditional pyramid style of exposition (start with a problem, give the background, talk about options, make recommendations, state conclusions) and turns it upside down. In inverted pyramid style, your story starts with the end result!

So for example, a press release which I wrote recently for a client started like this:

“LOCAL NON-PROFIT SUPPORT GROUP REBUILDS AFTER FIRE; REGULAR MEETINGS RESUME

Move Ahead Positively, Inc. resumed its weekly support group meetings this week for people who are suffering the loss of a loved one, due to separation, divorce, break-up, or death. The meetings, held on Tuesdays at 6:30pm at 501 Temple Street, were suspended last fall after the non-profit’s building was damaged by fire.”

That’s the first paragraph - it has all the main elements a reader needs to know. For this press release, the next paragraph talks about how the group met in a temporary location for a while, and the third paragraph tells more about the support group leader. The fourth, and concluding paragraph, gives contact information for the group.

Keep it simple and short - 250-350 words.

I’ve seen some research recently which suggests that close to 75% of the stories that end up in newspapers get there via press releases. So the best press releases are “win-win” - newsworthy content for the media, and some publicity for you.

Once your press release is finished, what’s the next step? Well, you have a couple of choices. When I first started sending out press releases for myself and my clients, I did some research and made lists of media outlets I wanted to reach. I created a database with contact names, addresses, phone and fax numbers, and email addresses. This first list was based in West Virginia, since that’s my geographical location. (And if you don’t want to do the research yourself, check out www.gebbieinc.com.)

However, if your product is for a nationwide audience, you might want to consider PR Newswire.com; they will send news releases out for you - neighborhood, nationwide, international, or any combination of the above.

Bottom line: the next time you have a newsworthy item to report, don’t hesitate to send it to the media - if you do it right, they’ll be happy to hear from you!