How to write a press release?
At its core, the press release is nothing more than athe news of a company written for the media. This news should interest journalists, because only in this case they will write an article on the basis of this material, place it in a printed publication, thus providing the company with additional advertising. Based on the above, you can derive the first rule of the press release: it should be interesting! Although much depends on the scale of the company. If it is a large state-owned company, then for such that either write - the press will be interested in all: the personnel reshuffle, and the change in the price policy. Another thing is if the company is small, little-known. The question of changing leadership in such a company is unlikely to interest the broad masses. And here you need to be smart, and think about how to write a press release so that it attracts public attention.
What are press releases?
Let's say a small company specializing inon playgrounds, has concluded an agreement with a German manufacturing company. This is someone might be interested? Hardly! But how tempting to hear a message that in our yards there will be children's playgrounds of European quality! Here is a press release, an example of which can be instructive. But do not forget that the press release is not advertising, it's news. Reporting that the company has released a new product line, you do not advertise this product, but simply declare it appeared on the market.
Press releases are divided into three groups, dependingfrom the illuminated news. To the group A (the most popular), press releases refer to the fact of using the company's products (services) by well-known personalities. Group B is the personnel changes in the company. Finally, Group C includes press releases about the company's new products.
Structure of the press release
There are certain rules for writingpress release, and they must be observed. The press release begins with the title. It should clearly show the essence of news, and at the same time, the title should be bright, catchy, clear and intriguing. So that the press release wants to read further. The first paragraph usually contains superficial information: "What happened?" "Where did it happen?" "When did it happen?" "Who participated?" Fuller and voluminous information is the second paragraph. Minor details are reserved for the third paragraph, followed by reference information. It should contain contact details of the company so that journalists can contact the person responsible for disseminating information if there is a need to clarify something. As you can see, the structure of the press release is quite simple, and differs little from the structure of any other narrative. It should be written in a simple and understandable language, without excess "water", but not completely "dry".
Tips for writing
First of all, it is necessary to understand that the referencevariants of writing do not exist. There are rules and recommendations, and all the rest is creativity. And it is not necessary that the press release, the sample of which you took as the basis for writing your own, is suitable for him. Moreover, writing a press release "by template" can lead to the fact that your text in general no one will read. Therefore, it is so important that it is qualitative and, somehow, unique. To do this, you must follow simple rules:
- write only when there really is, othan to inform. Do not try to take information from nowhere or specifically come up with some events. And since the press release is news, the news should be interesting to the media you are reporting to it. To find out who it may be interested in, it is necessary to gather at least basic information about the media and their target audiences. For example, a press release about the release of a new line of cosmetics will be of interest to the media, which write about beauty and health. While the media specializing in economics, this press release will not even be read;
- write in a simple, understandable and accessible language. Even the really interesting news, presented in a boring form, will not "hook" anyone. And no one will read a press release written too abstruse or, on the contrary, too boring language. However, in too emotional and unstructured text no one will understand for a long time;
- to open the news to the fullest will help pictures,photos, videos or interesting links. All this will certainly attract attention, and help journalists in the work on the article. Think of an interesting title for your press release that reflects the meaning of the topic. Try to use words that catch your eye: "Attention", "For the first time ...", etc. On the Internet, you can find whole lists of special words that attract attention. However, do your best to avoid pathos.