The essential information needed in every press release
By Publicity Heaven writer Michael Barratt
A press release should contain all of the information that a journalist needs to create a newsworthy article for their publication as well as any extra information about yourself and your business. Planning your release is essential and will help you to gather information easily.
The first thing you need to think about is your newsworthy angle. Think about what you are announcing to your target audience and base your release around it. This could be a new book, product or service. You can even use a press release to announce an open day or launch night.
Remember though, your release needs a newsworthy angle so look at studies, research and articles that relate to your industry. You may be able to find a news story that you can pass expert comment on.
Now that you have the key ingredients for your release, you need to link it all together and add value to it. As you are the one that is reacting to the news or announcing the release of a new product, you become the expert. Adding quotations either from yourself or a partner involved in the business will boost the credibility of the press release. Think about what makes your news special, how it will benefit the reader and the reason why you created a new service or product.
Once you have written your release including quotes and a killer headline, you need to add your contact details to the bottom of the release. Your information should follow under the ‘Notes to Editor’ section at the end. You will need to include your name, job title, email address and contact phone number. Follow this up with your company’s name, website and lead page address as adding these to the bottom of the release will encourage the journalist to contact you if they need further information.
Although not always necessary, it can be beneficial to add a biography about your business to the end of the release. Make sure that this is short and straight to the point though. Too much information can put journalists off, especially if the content is dull.
Your short bio will need to include what you do, your location, experience and what makes your business stand head and shoulders above the rest. This is also a good opportunity to mention awards and past achievements. If you have a page on your website that highlights your achievements, add the URL for that page to the end of the bio.
You should follow Paul Green on Twitter here.
Be notified about new articles automatically
Sign up for Publicity Heaven’s free Tuesday PR & Marketing Tips email newsletter:
