Press Release Copy Writing Rules
A well optimized press release has the potential to reach millions of online readers and help drive traffic back to your website. This welcomed result can help you generate a tremendous buzz plus help to grow a successful business in your Industry. You want to make your press release appealing to editors and show producers.
There are a few press release copywriter unwritten rules that you should be familiar with.
- Use mixed case in your press release. NEVER EVER SUBMIT A PRESS RELEASE USING ALL UPPER CASE LETTERS. This is the fastest way to get to file 13 and it will definitely be ignored by journalists.
- Use correct grammar. Always follow the rules of grammar and style. Your press release is not where you want to use slang or text message language. Errors in grammar, spelling and style will really affect your credibility.
- Standard Format. Write your press release under a standard press release format. Review other press releases and you will find a pattern. Don’t get cute! Write, proof read, preview. Rewrite, edit, preview, submit. Don’t take shortcuts to this process.
- More than one paragraph. It is next to impossible to tell a newsworthy story in a few sentences. If you do not have more than a few sentences, chances are you do not have that real newsworthy item.
- Summary paragraph. It’s a good idea is to include a one-paragraph summary in your press release. Some distribution points we use only receive your headline, summary and a link to your press release. If you fail to include a good summary paragraph, you may reduce the effectiveness of your press release reach.
- Do not include your e-mail address or contact info in the body of your release. We have a special place during the submission process for you to include your e-mail address and contact info. If you include your e-mail address in the body of your press release, you run the risk of receiving spam to that email address. This is because your e-mail address will be available to the public. Spiders routinely scour the Internet harvesting e-mail addresses for spammers. Provide your e-mail address only in the space(s) provided during the submission process.
- Uploading pictures. You can upload at most three pictures. Clear and high quality pictures can really complement to your press releases.
- Backlinks to your site. Use your available backlinks to point to your website, social media or locations for more information.
- Pay Attention to the Content of Your Press Release. If you don’t learn anything else from reading this information is that your content can make or break you. Pay attention!
Here are the things that you want to Do:
- Make Your Release Newsworthy. A good press release answers all of the “5 W” questions (who, what, where, when and why) and most times how.
- Avoid using hype and sales jargon. Remember that the exclamation point (!) is an enemy to your press release. There is no better way to destroy your credibility than to include a bunch of hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!!
Here are the things that you don’t want to Do:
- Lack of Content – We reject about 10% of all press release submissions for lack of content. Oddly, press release authors are sometimes particularly guilty of short press releases. (We assume that if authors can muster enough words to fill 300 pages they should be able to come up with a 300-400 word press release.) Please make sure that you answer all of the “W” questions, who, what, where, when, why and how to ensure a complete press release. We have assembled several press release resource tips for your convenience.
- Press Releases that shout BUY ME, BUY ME! – Do not write your press release like an advertisement. Do not write your press release like a sales flyer. Always remember that journalists are NOT your marketing partners. Their job is to relay information to their audiences, not to sell your products and services. A good press release informs the media. If your press release shouts, BUY ME, then you want to rewrite your release to be more suitable.
- Hype Red Flags – This is a closely related to the BUY ME problem. If your press release contains too many “hype red flags” it will trip various spam filters and your press release will be intercepted before it even has the chance to reach its destination. A “Hype Red Flag” is anything that challenges the credibility of your press release. Examples of “Hype Red Flags” include an abundance of exclamation points or wild product and service claims, use of “all CAPS” etc.
- Funny Characters – On occasion, strange characters and formatting can creep into your press release during the submission (copy & paste) process. Make sure that you press release is formatted as you intended. Many sites ask you not to paste from Microsoft Word and other document editors.
- Word Wrapping – Do not break each line at 70 characters. Let your sentences wrap naturally. On many sites you don’t want to place a hard carriage return at the end of each line. You will want to include a carriage return only at the end of each of your paragraphs.
- Keywords choosing. Research the best keywords to use in you press release. Generally, we suggest you choose 3 to 5 keyword phrases.
Remember these valuable tips and you will have success with your press release.