5 Tips for Better Press Release Writing

Many press releases look the same. Journalists, and even bloggers, can receive dozens (or hundreds or more) of press releases daily. Because press release writing can be simplified with press release templates, and because press releases can be distributed inexpensively online, it’s become harder to have a press release really stand out among the crowd. Here are five tips for better press release writing, to help a press release avoid being ignored.

1. Keep it short! Three hundred to four hundred words are generally enough for effective press release writing. When distributing a print copy of a press release (or via fax), stick to the “one page rule.”

2. Make the news clear in the headline! While a headline should be catchy to grab a journalist’s attention, it also has to make the news angle clear immediately.

3. Answer Who?, What?, When?, Where?, and Why? early! When possible, answer these five basic questions all within the first body paragraph of a press release. Don’t make journalists dig for answers.

4. Provide full contact information! If journalists or bloggers interested in a story, they need to be able to easily, and quickly, contact someone for more information. Include an address, email address, phone and fax number (or as much as possible), plus the full name of a media contact person.

5. Avoid promotional language! Don’t include testimonials, first person quotes, or any hype in a press release. Avoid any overuse of adjectives in press release writing that may make the news read more like an advertisement.

The “little things” in press release writing are what often get a news story noticed, picked up, and covered thoroughly in the media. In essence, just remember to give the journalists what they need, give it to them quickly, and let them know where they can learn more.

Jenn Mattern is a professional blogger, freelance business writer, consultant, and indie author. An active digital publisher, she runs numerous websites and blogs including All Freelance Writing, Freelance Writing Pros, and Kiss My Biz.

Jenn has over 20 years' experience working as a solopreneur running a 3-prong business of offering freelance writing and consulting services, running digital publications, and operating as an indie publisher of predominantly e-books.

This experience includes 25 years working as a professional writer and editor, more than 20 years' experience in marketing and PR (specializing in areas like digital PR, online marketing, social media, and SEO), 19 years' experience as a professional blogger / online publisher (including web development), and around 18 years of experience as an indie author / publisher.

At Kiss My Biz, Jenn shares stories, tips, and tools from her own adventures in solopreneurship, while aiming to help fellow solopreneurs and creative professionals succeed even where it feels against the odds.

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