Tips from the Top: Writing a Professional Press Release

Think of the journalist who receives it as an
information wholesaler. Who are his or her retail customers? What do they want
to read about?

 

One size does not fit all – you must tailor
every press release to suit its audience. And that may mean telling the story
in a slightly different way on each occasion.

 

So, a press release for a national newspaper or
magazine might begin…

 

·        
EAST Enders’ heart-throb Albert Square is over the moon with the new fashion
collection from Katia Cloth.

 

Whereas one for Katia’s local paper might
start…

 

·        
ANYTOWN designer Katia Cloth is a fashion favourite of Albert Square, the
East Enders’ heart-throb.

 

I’ve lost count of the number of press releases
I’ve file in the waste-paper basket just because they weren’t relevant to my
readers.

 

Send press releases by e-mail if possible – it
allows a busy journalist to copy and paste sections of text – particularly
quotes – rather than having to retype it.

 

Don’t ramble; a screenful of text (about 200
words) is enough. Less is even better. A list of bullet points is fine, as long
as they answer questions like who, what, when, where, why and how.

 

The most important text in any press release is
the contact detail. Make it as easy as possible for a journalist to get in
touch – a daytime phone number is best, preferably a direct line.

 

A good journalist can turn a mediocre press
release into an interesting story with a quick call, but he or she is always
chasing a tight deadline so be ready to act quickly – particularly if you’re
asked to pose for a picture or provide more information.

 

Remember, putting yourself out could result in
some priceless free publicity.

Press release example:

 

 

 

David Callam is a freelance journalist –
former business editor of a south London weekly newspaper group – with 25 years
experience of writing and editing for award-winning publications.

 

If you want to talk to David about
publicity options, without obligation, you can e-mail him at david@callamedia.co.uk or call him on
+44 (0)7906 388111.

 

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David Callam

07906 388111 (+44 7906 388111)
020 8680 0946 (+44 20 8680 0946)
davidcallam@aol.com
www.callamedia.co.uk