Write a Press Release the Right Way

Press releases are perhaps the most unexciting material to read. Many people don't know how to write them, and many of those who do are unfortunately tasked with making something insignificant sound like news. 

Take a moment to reflect on that word - news. In order to be news, your press release must contain new information. A press release should include information about, for example, a new product, a new study, a new business, a new staff member, a new award, a new development, a new discovery ... a new something. 

In the real world, writers of press releases often must create new buzz about old news - in other words, market the same old, same old, in a fresh, new way. Depending on the subject matter, the methods for accomplishing this are innumerable. I won't go into the different ways of spinning an old topic; instead, I'll give you an example of what not to do when attempting to generate new interest. I recently received a release with this headline: "'ABC Product' Celebrates 17-Month Anniversary." 

That's not news. That particular press release was briefly diverted from its otherwise inevitable downward flight into my trashcan, simply because I first felt it necessary to show it to my coworkers so we could all giggle over its absurdity. And then? It went into my trashcan.

So, how do you put together a press release that stands out from the flurry, catches an editor's fickle attention, and creates new buzz? For the most part, that's something most people have to figure out for themselves, but here are a few basic pointers.

1. Personalize your release.