4 Tips To Make Your Press Releases Rock

So you have a new product or service to publicize. What’s the easiest way to reach a lot of people? A press release, of course!

But just sending out a press release won’t guarantee that the news outlets will bite. If the press release isn’t written properly, even the best product won’t be given an inch of white space.

Mayra Flores de Marcotte, Editorial Projects Manager of Silicon Valley Community Newspapers, gives us some tips on how to write a successful press release.

Address your audience at the top of the press release.

“Why should a San Jose publication want to know about this event? For instance, a San Jose resident spearheads an event in Cupertino. This makes it appropriate and attractive to San Jose publications,” said Flores de Marcotte.

Be sure to let readers know why the information is important.

In other words, don’t fluff your press release with excessive adjectives, quotes, or commentary.

“Press releases should be informative in a concrete way. The number one press release that gets eye rolls in the newsroom is the one that glows about something or someone and provides quotes but never any tangible reason for the editor to care,” said Flores de Marcotte.

“Remember the most basic rules are usually the most effective. Always include the Who, What, Where, When, Why, and How. The order of this information may vary but if your press release doesn’t answer these questions, it will get tossed to the bottom of the news pile and your event or product unnoticed,” she continued.

Be concise.

As mentioned in Tip #2, include the basic info and don’t fluff it up. A press release isn’t just an advertisement, it’s a key public relations tool.

Flores de Marcotte remarked, “The editor or reporter should be able to read the release and find out the following: what it’s about, why it’s important and why this paper should follow up.”

Know to whom you’re addressing your press release.

Make connections with news outlets by finding out the correct contacts.

“Don’t send out mass e-mailings of press releases without finding out a little about the publications you are sending it to. As with most things, quality over quantity. Most have websites as well as contact information. Always address your press releases to SOMEONE. Again, the website is a good tool for this too,” commented Flores de Marcotte.

Bottom Line

If you want people to care about your product, take the time to care about the information you’re putting out. Just remember that your press release basically has to cover these two important things: audience and importance.