Guide to Writing a Press Release for Your Business

Make it newsy, make it complete and make it into print

By Holly Ocasio Rizzo

1. The release offers real news. Employee promotions, new products and changes in location are news. So are tie-ins between something you sell or a service you provide and an event, trend or other news-making situation.
2. The release is timely. An editor is most likely to consider a release sent right after a promotion or when an issue currently is in the news.
3. The release goes to the correct editor. Call the newsroom to ask who should receive it. Ask for the correct spelling of that person's name.

Action Steps
The best contacts and resources to help you get it done

Get step-by-step help and a press release template online

Your first audience is the editor, so you'll want a strong opening paragraph; a release that answers the five 'w' questions of reporting – who, what, where, when and why; and a subject or angle as exciting to readers as it is to you.

I recommend: PR Web, an online press release newswire, offers a terrific set of tips and guidelines for writing a great press release for your business. Pay special attention to the content tips, the press release template that you can adapt to your own use, and common press release errors.

Locate local media

Send your press release to radio, television, magazines and daily and weekly newspapers within 50 miles of your location.

I recommend: Mondo Times provides a good starting point free of charge, but picking up the phone and calling for specific editors' names and their unique instructions is very important – though time consuming.

Get it out there and see thousands of samples

If doing it yourself seems daunting, use a distribution company. In this case, size matters because the big boys have enough knowledge and cachet to give your message the best shot at being noticed. Your company doesn't have to be huge to use one of these – they offer regional services.

I recommend: The two largest press release distribution services are Business Wire and PRNewswire. See the sites for thousands of live releases put out by other businesses large and small.

Get Press Release Preparation Help

However you distribute it, polishing your press release is important. Professional help can give your press release sparkle and optimize its visibility to Web search engines.

I recommend: Find a public relations practitioner locally through the Public Relations Society of America's searchable membership directory.

Helpful advice for making the most of this Guide

• •  The jury is out on whether to follow up a press release with a phone call. Some editors welcome calls, but others don't.
• •  Fax is the least-effective way to send a release. In a newsroom, departments typically share fax machines, and your fax may not get to the right person.
• •  Don't expect your press release to be printed verbatim. Most newspapers use releases as background, and reporters call or visit to write their own stories.
• •  Be sure your press release includes a name and phone number to call for more information.
• •  Don't wait until the last minute. Sending out the announcement at least a couple of weeks before the event is wise.