Making the News

A popular tool in any marketer’s arsenal is the Press Release, and the major mistake most beginners make with these is confusing them with articles. It’s not simply a matter of sending a bunch of words off to a journalist or editor who has nothing better to do with their time than wait for your golden words of wisdom to arrive on their desk. If you do want your press release taken seriously, there are a few rules you need to follow.

If you don’t get your press release right, it can end up in the editor’s trash. No, you can’t send a badly written, full of typo’s, fax or email to your local paper and expect them to mind-read, fill the gaps, or take your poorly written waffle seriously. If you want to be taken seriously and be seen as a professional, be professional.

In order to present your release professionally, know the layout. A quick search online will give you templates to follow so you can layout your release the way the pros do it. (An example is at the bottom.) Do your research. Subscribe to press releases in businesses the same or similar to your own so you can get an idea of how they present their news. If their news is making it to print, following their example can only benefit you. More details please visit:-

Think like a journalist. Your press release should be news and not a self promotional, thinly disguised or otherwise attempt to sell anything. Anything that remotely resembles an advert will automatically be binned. Make sure your press release covers the who, what, why, when, where and how!

If you do happen to be trying to create buzz for your product or service, remember, if your release sounds like an advert or sales letter, it will be deleted. Think of ways you can get around this. This is where good research comes in – how have other companies managed to announce their products or services in a press release without it sounding like a sales letter? Sometimes companies announce the introduction of a new service in such a way that it is “news” without sounding like an advertisement. So, forget the hard sell – this won’t wash with editors and your press release will be binned. You can cover improved efficiencies, improved savings or cost reductions, and benefits like time saving, improved health, etc. without exaggerating. If you go over the top, that’s exactly what will happen to your press release… it will go over the top of the editor’s desk into the nearest bin!

Press Releases are not articles (and vice versa!) It must be succinct and informative. Stick to the details and avoid ‘waffle’, flowery phrases and unnecessary information. Think simple.

Do use a clever heading. If your heading doesn’t attract attention, neither will your press release. People read headings first. So be creative, by all means, but don’t go overboard. Your heading should pack a punch in as few words as possible – remember, it is a heading, not a sentence.

Proof read before you send. Look for spelling and typing mistakes, grammar errors, factual blunders. Get it right before you send!

The layout of a press release can be slightly different in terms of placement of certain information, but a popular format is as follows.


– For immediate release. (Or if you want it sent on a certain day, type Release Date: date)
– Contact: Name of principal person to contact for more info
– Telephone
– Email
– Website

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