Writing a Newsworthy Press Release

Publicity is essential for any size business - even with the smallest marketing budget. A newsworthy press release lets you reach potential customers locally and nationally. The only cost is writing and distribution.

So, how can we write a newsworthy press release? To simplify the task, Steiner Marketing developed the FCT press release program:

F = Form

• Format the press release to be double-spaced on one page. Generally, the press release should be no longer than one page. For exceptional news, it may be two pages.

• At the top of the page, write "FOR IMMEDIATE RELEASE" or the specific date and time that you want the press release to be published.

• The headline is usually a single line but it may have a subheading as well.

• Include your contact information below the title.

• Keep the news content and company information short: 3-4 paragraphs for the news content and one paragraph for the company information.

• Include "# # #" at the end of the release type so the editors know they have reached the end of your press release.

C = Content

Content includes three parts: the headline, the news content, and the company information.

Headline

Make the headline catchy and interesting. Accurately summarize the press release. The goal is that your reader

• wants to read further or

• will remember the headline at a later date without having read the press release.

Keep in mind that the headline needs to satisfy both an editor before the release and your potential customer once it is published. So every effort to compose a compelling headline is warranted since each press release faces stiff competition from other press releases and news.

News content

Grab the attention of editors and potential customers:

• Provide news that make a difference for your selected audience now or in the future.

• Highlight the uniqueness of your business and differentiates you from your competitors.

• Be sure it is easy to understand.

• Write in a concise, easy-to-read editorial style (not advertising).

• Use strong and lively words and correct grammar.

Company information

Include a short, concise company profile or business owner biography at the bottom of the release to

• tell the editor and readers about yourself, your products or services,

• develop trust in your information, and

• create a brand image.

T = Timing

• Release after 11AM EST on Tuesdays, Wednesdays, and Thursdays unless you have news about immediate events (signing on of new clients, trade show happenings, ...)

• If possible, tie your news to other related and relevant news and events.

Get Your Questions Answered

If you have any questions about writing press releases, give us a call or send us an email. We will be happy to answer your questions.