How to do a Press Release

Many people want to know how to do a press release. The answer of course is, “It depends on what your are trying to accomplish.” Many of my clients want to write and post their own press releases, so it’s important to set up an appropriate format beforehand and use it consistently. Whether you are interested in self posting press releases to your website as part of your search engine optimization strategy or you want to send them to connections for possible pick up and re-direction, there are guidelines to keep in mind regarding how to do a press release.

#1:  Use AP style format for your release.

The Associated Press (AP) format is simple, clean and easy to read. And, the media will look at your press release if it is in the proper format. Save all info on your company for the footer, as you will see in the examples you find.

#2:  Have an interesting and attraction focused headline.

Use your headline also in any emails you send when distributing your press release. If the headline isn’t meaningful to the reader and doesn’t shout out why this is interesting press, you won’t get much engagement.

#3:  Your press MUST be newsworthy.

If you are not writing about something people care about, you not only look amateurish, but no one will read it. For example, launching a new website is exciting for you, but less interesting for others, so a press release about it isn’t relevant news. On the other hand, if you are releasing a revolutionary upgrade to a product or service (like your latest book), are expanding into new products or markets, have just formed a strategic alliance with a powerful partner, or are releasing amazing sales numbers, these might qualify as newsworthy. Think carefully about this and ask yourself, Why would people care about this?  

#4:  Be timely.  

Follow the leaders:

• Release on Tuesday or Wednesday
• Release before 10AM
• Avoid the “clutter”. If something big is happening in the news or in your industry or with you competition, either get in front of it or delay your release.

# 5:  Use Quotes.

Include at least a couple of quotes from key figures, so that readers can get several angles of why your news is important and so that reporters have a couple to choose from. Quotes add a personal touch, they are less formal in copy and tone, and go a long way to build credibility and trust in your brand with the readers.

In my Master Mentor program, we focus on keeping things simple, professional, important and personal. It is the same when crafting a press release. Conversations around how to do a press release are often a priority in our work together and our collaborations with others.