Customers looking to get the very best out of their press release need to consider a number of factors. We've broken down the submission process in order to help you all the way from getting pen to paper to uploading your piece for the world to see.
First line
With a press release, first impressions are important. You need to be able to gain the attention of bloggers and journalists alike and give them something to take away from your submission.
We suggest you work out your key message and present it here – a short, sharp shock for the reader.
Opening paragraph
Be gentle with the reader after your opening line, but don't forget to present your information clearly and concisely. Let people know who you are, what you do and how you do it in your first paragraph. Combined with the first line of the piece, you want to grab readers' attention and then ease them into the press release.
Main body of text
Spread your information out as the press release progresses. Don't cram too many statistics together as you run the risk of confusing the reader and subsequently losing them. Try and make the whole piece run as naturally as possible in order to make your audience feel comfortable.
Other people's words
Press Release Submission highly recommends ending your press release with a couple of quotes. This helps illustrate your piece and provides journalists and bloggers with something to get their teeth in. A quote isn't as 'dry' as statistics and self-promotional information, and is considered a much juicier component to put into a press release.
However, be wary of the quotes you choose. You need to quote somebody who is authoritative in your field, and somebody who the reader can trust. With this in mind, try using a search engine to look for information on the people you quote – what would the reader see if they did the same thing?
Headline and summary
Believe it or not, it's a good idea to write the headline and summary introduction after you've written the main portion of the text. This will help you work out what the piece is truly about, and assist you in coming up with a concise headline and introduction which sums up your work.
Editors' notes
It's very important to include contact details for your company in the notes to editors. Also, take this opportunity to provide some colourful background information on your company, letting people know who you are and what you do.