Tips on Writing a Great Press Release

Writing a decent press release can be a daunting task--your company or organization needs a well-written, journalistic piece that will travel quickly, and if you don't write a lot of them, it can be hard to know where to start.

But press releases really aren't too difficult, as long as you stay professional and keep your audience in mind. Here are some tips to help your press release stand out from the pack.

Start with a synopsis of your main points. You need to draw your audience's attention, especially if you're trying to get coverage in a newspaper or magazine. Remember that reporters rarely read every press release that crosses their desks, and if you've got a summary of your article in the first paragraph, you've got a much better chance of catching their eye.

Keep your press release in a journalistic style. Reporters like to see press releases that write like they write, since it helps them visually plan an article. Keep your press release at least somewhat objective and stick to the main points without floating around too much. If you're not sure how journalists write, read a few newspaper articles from a major publication and pay attention to the structure of both sentences and paragraphs in a story.

Provide a brief list of interesting facts. If it's possible with your topic, a fact list can be extremely helpful to a reporter trying to cover your story, and it helps you show your expertise in your field. For example, if you were writing a press release for a zoo about a new species of lizard they'd received, you could include some interesting facts about the lizard. Include a quote or two from someone in your organization or business.

Show your expertise on the subject you're writing about. Explain why your company or organization has more knowledge than the average person off the street. Mention how long you've been in business, any awards you've received, and any coverage you've received from other newspapers or magazines. Include contact information for any reporters that may want to interview you.