Begin with a clear idea of the most important items you want to communicate to your reader.
Your Release Should be:
Concise Stay on point; don’t clutter up your important items with excess explanations or details.
Well-written Use spell check, read it aloud, ask another person to read it, and/or use online sources to double-check grammar and spelling. Errors are distracting to the reader and take away from your company’s credibility.
Factual Stick to logical and substantiated claims, avoiding empty words of opinion: best, cheapest, etc.
Honest Avoid empty, overly-padded quotes by company officers; quotes should be relevant facts that no one else could offer.
Timely If your release isn't topical, consider incorporating it with a recent news event but don't stretch it. If it is time-sensitive, be sure your dates/times are accurate for a global audience (time zones, etc.)
Questions to consider before you write:
Who is your audience?
What do you want readers to take away from your release?
Does your release provide valuable information or just another offer?
What is the support or justification for the information in your release?
What is the tone of your release? Is it direct and professional?
Are you aware of possible pitfalls or areas to avoid?
What is the purpose of your release: to increase business, disseminate information, or both?
Is there a call to action at the end and accurate contact information?
Click here for more information and to see a sample press release.
What subjects are we interested in?
Launching new services or products
New staff members
Certifications and recertifications
New equipment or software purchases
Awards, "Top 100 Businesses in Your City" recognition, etc.