Characteristics of a Successful Press Release

One of the most underutilized forms of advertising is the creative use of press releases. The press, whether print or online, wants content to fill their pages. A well-crafted press release can get your name and business into the limelight, and when written properly, you could get more free space than you imagined.

The elements of a press release are the same as those for a news story. Answer all of the critical questions - who, what, where, why, when and how. But in order to assure publication, make sure the information is relevant and submitted in a timely manner.

That said, every press release should include a header such as this to key in the contents to the editor who will be handling the information:

PRESS RELEASE

For Immediate Release and Distribution (or, For Release and Distribution On or After [Date])

FOR ADDITIONAL INFORMATION CONTACT: [Name and phone]

That's the easy part. Now to the meat of a press release.

Do you want the reader to move past the first sentence? Of course! The most effective press releases start with a single "lead" sentence, one that says "what" is going on. Are you announcing a new product? Did you or an employee receive of an award or professional recognition? Be factual and succinct. The average reader will not read a long complex sentence, and move on to the next story with barely a glance at yours.

Move on to who is involved. Include the name of the person and company, as well as their title and department within the company. If the news or business editor wants additional information, this will tell them who to call directly, as well as hopefully get calls from potential customers straight to the decision maker. If permitted, include a picture of either the product or the person involved. Pictures add "punch" to any news story, even press releases.

Now go onto the more mundane details of where, why and when. This can be a lengthier paragraph, and is all about giving additional details about the "what" of the news announcement. This paragraph should also describe the company's business, but keep it relevant! Be sure to include the important date of the event, where it took place, and why these details are important.

Lastly, you want potential customers to know how to reach you and/or your company. Be sure to include a telephone number and URL for the company web site.

Don't be afraid of using press releases! Use them as often as you can, and as frequently as you can. It could draw enough attention to your company that the media in which you are publishing the announcements does a feature article on your business. Getting your name and business out there is what it's all about.