Straight Forward Approach to Decidedly Enhance Your Press Release Writing

Some call them press releases; some call them news releases. Essentially they are statements sent to various media (newspapers, magazines, websites, broadcasters) hoping to create awareness about events, accomplishments, or new products or services. Most press releases serve as outreach tools for businesses, groups or individuals.

Completed press releases are often published in part or in full by one or more of the targeted media. The best case scenario occurs when an editor or journalist chooses to develop the press release into a full-length feature.

Another useful aspect to press release writing is in the area of SEO article marketing. By posting the press release at certain key websites (these are free), a business or group can enhance the search ranking of its website on popular search engines such as Google, Yahoo and Bing. Many outreach specialists regard a press release as a double-edged marketing sword: 1. It's a traditional outreach tool, spreading the word through traditional media sources. 2. It's a website marketing instrument, helping business and potential web-customers find one another.

When writing a press release, keep the following 3 tips in mind:

1. Stay focused on the who, what, when, where, why and how. Who or what is this press release about? When did it happen/will it happen? Where did it happen/will it happen? And finally, why and how? Why is it happening and how will it impact the future? Try not to veer off into abstractions or generalizations. Press releases should be short, simple and easy to read.

2. A good press release should always quote someone. A principal figure within the group or company the press release is highlighting, a particular individual of note, or someone in authority. "A quote or two in your press release is essential," says Bruce Kentner, a retired public relations specialist from Burlington, Vermont. "It not only makes the piece more interesting and readable, it also lends it an air of credibility." Also, bear in mind that, should a media outlet decide to pursue a feature story, the quote offers the journalist a point of contact.

3. Finally, a look at the very beginning of a press release-namely the headline. Newspapers, magazines and broadcasters may receive hundreds, even thousands of press releases each week. To ensure that a press release even gets read, be sure to include a snappy headline that states what the story is about. However, don't be tempted to include too many details. Save the how and the why for your body copy. Let's say your press release is written on behalf of XYZ Law Firm announcing that they have just added a hotshot young attorney to their ranks.

Here's an example of a press release heading that is unlikely to impress: Hoping to Outdo the Local Competition a Savvy Young Lawyer Has Been Added to the Ranks of XYZ

This would serve the press release better: Hotshot Attorney Joins XYZ

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