In order to build your press release, focus on what your readers will care about. Grab their attention.
Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.
Your first paragraph should answer at least five essential questions. Who? What? When? Where? Why?
If at all possible, answer a sixth question. How? Sometimes you just can't work the "how" into your piece. Always, always make sure you answer the first five questions, though.
Answering those five key questions gives you a great opportunity to make your point quickly. Don't bury your story. You'll have one paragraph to impress the editor...if you're lucky.
At the same time, don't approach the hard-sell. That's a quick turn off for editors and a great way to keep their paper shredder happy.
Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.
Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.
Keep your sentences short and to the point. Don't use jargon. Just keep it simple.
Don't be tempted to write a long press release. Stay as close to one page as possible. More than two pages is way too long.
One thing to keep in mind is that editors don't have a lot of time on their hands. They'll be reading your press release with hundreds of others. So imagine how many editors will roll their eyes if they see a three- or four-pager come across their desk.
Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.
A good press release, one that will be seen in print, is tightly written with accurate, newsworthy information. Since most press releases are printed exactly as you send them, make sure there are no spelling errors within your piece.
Since you're not paying for ad space and getting your press release published is up to the editor, consider the services of a freelance copywriter or a PR firm. PR firms usually run the same amount as an advertising agency. So you might be better off with a freelance copywriter. It all depends on how many press releases you're planning on submitting.
Once you send out your press releases, how will you know if they're printed? You can use a clipping service that tracks the publications for you. They'll clip what actually appears in print and send it to you for your records.
But you'll know you've written a successful press release if your phone starts ringing off the hook. That's when you can say you've experienced the power of free press.