Top 10 Press Release Best Practices that authors should follow
Perform extensive research. Spend the time to read and subscribe to press releases not only in the niche you work within but from some of the larger and more successful companies in the world.
Don’t assume anything. Your reader may not know what it is they are getting, and since your goal is to have your reader generate buzz to their readers or media outlet, lay out the specifics for them.
Don’t belittle or talk down to anyone. While number 2 says to be specific about what you are writing, don’t write in a condescending manner, which almost always ends in a delete from the reader.
Don’t oversell your product or service. The purpose of a press release is to put it into the hands of those who have influence and a crowd to share it with.
Don’t over-write or bloat the release. A press release is not an article, it’s meant to be informative and easily digestible; keep the fluff to a minimum and focus on the details that pertain to the service or product
Create a clever subject line. Log into your email and check the messages you have deleted but never opened. Chances are the subject line didn’t entice you to open it.
Don’t jump the gun with sending your release. Wait until you have all the facts, specifics and proper information for the contents within, then send it.
Optimize the Press Release for Internet Search Engines. Once your release is issued it will be published on the Internet by a number of the media that receive it. For this reason, the author should communicate with internal Internet specialists.
Maintain an internal list of reporters and editors. Over time authors will contact or be contacted by various members of the media. On-going relationships should be fostered with these contacts.
Be available and responsive right after a press release is issued. Questions will be asked by interested media contacts. They have deadlines typically need to have their questions answered quickly.
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Author: Victor Janulaitis
M. Victor Janulaitis is the CEO of Janco Associates. He has taught at the USC Graduate School of Business, been a guest lecturer at the UCLA's Anderson School of Business, a Graduate School at Harvard University, and several other universities in various programs.
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