A well prepared press release would attract journalists and is also well optimized for distribution to targeted audience.
Content of your press release: The content means the news story you want to publish.
The following points must be kept in mind at time of writing press release.
Make sure that the content you write is newsworthy. The intention of a press release is to make the people know to your news item, not to sell something to them.
A well crafted press release would cover all the 5 ‘Ws’ (who, what, where, when and why), providing the vital information about your company/organization, product/service or happening. Redraft your content if it seems like an advertisement.
Beginning should be firm: Your title and initial lines should cover, what you want to convey. The remaining part of your press release should depict the detailed information.
Make it for Journalists/Media agencies: The media agencies and journalists would grab your press release and carry it in their publications, with slight editing or no alteration. Try to make in such a way that even if your news is not reprinted word for word, it may cover whole amount of information.
Think in addressee’s way: Your press release should be able to find audience’s interest. Keep in mind that if you were a part of audience, would you like to read the press release, you made-out.
Does your press release appear “Realistic”: Try to point out real examples of your company/organization, as people are also intellectual enough to find out ‘what’s true and what not’? Provide information on your product and services that can benefit them.
If your story is on a corporate highlight, make sure that you attribute achievement or breakdown to one or more events. If the company has achieved noteworthy escalation, share the reasons behind the success with the audience.
Button up the story with real facts: Avoid bluff and add-ons. If you find the content using much added extras, make it natural and real. If content seems too good to be true, turn down the tone little, as it may possibly hurt your own credibility.
Your press release should be in active voice, not passive. Verbs in the active voice makes your press release live.
Use only enough and necessary words: Avoid using superfluous adjectives, extravagant language, or unnecessary expressions like “The most powerful”. Tell your story with lesser words, as verbosity distracts from your content.
Avoid usage of terminology: However, a limited use of terminology would be allowed if required, if you aim to optimize news release for internet search engines. The finest technique to communicate your press release is to speak neatly, using regular language.
Avoid exclamation points: The use of exclamation point (!) may hurt you. However, if you have to use an exclamation point, use only one.
Obtain allowance: Companies are very defensive about their name and credibility. Get written permission before putting in an information or quotes from officials or associates of other companies/organizations.
Company Information: The press release should conclude with a short description of your company, which illustrates your company, products, service and a brief history of company. But if you are making a combined press release of two or more then two then you should, provide information of all the companies.