One of the best ways to draw attention to your business is with a press release.  Your goal in writing a press release is to demonstrate to editors and reporters the importance and newsworthiness of your business, product, event, opportunity, or service. 

Every press release should include who, what, where, when, why and how.  Think in terms of answering these questions:

1.  Who did the event? or Who said what? or Who is offering the product or service?

2.  What was said or done? 

3.  Where did the event take place? or Where is the service offered? or Where can the product be found?

4.  When did or will the event take place? or When did or will the product go on the market? or When did or will the service become available?

5.  Why did the event happen? or Why is the product being offered for sale? or Why is the service being provided?

6.  How did the event happen?  or How did the product or service come into being?

As you are framing the answers to these questions, you should be thinking of a headline and a sub-headline for your press release.  When writing a headline, remember that a press release is not a sales tool.  In other words, the editor or reporter couldn't care less about you and your need to make money or increase website traffic.  They are not willing to act as your pitchman to sell your product or service.  On the contrary, they are in the business of telling stories that will interest their readers and sell newspapers.

So your headline should be informative, captivating, and SHORT.  Use as few words as possible, while conveying as much information as possible.  An example of a good and bad headline are illustrated below:

Bad Headline:  JOHN DOE, WHO INVENTED NEW FUEL ADDITIVE THAT INCREASES GAS MILEAGE SO MUCH THAT GOVERNMENT DOESN'T WANT PUBLIC TO KNOW ABOUT IT, SAYS THERE IS A CONSPIRACY TO KEEP PUBLIC IGNORANT AND GAS PRICES HIGH

Good Headline:  GOVERNMENT HINDERS SALE OF FUEL ADDITIVE THAT SIGNIFICANTLY INCREASES GAS MILEAGE

The example of the good headline gives readers just enough information to peek their interest in the body of the press release.  The purpose of the sub-headline is to expand on the headline and draw readers further in so they will read on.

A good sub-headline would be: Inventor/Scientist names EPA  Head and other government officials in lawsuit alleging government conspiracy to conceal existence of fuel additive that increase gas mileage by as much as 25 miles per gallon

Now that you have a headline and a sub-headline, you'll need to go back to the who, what, when, where, why, and how in order to create your lead paragraph.  The purpose of the lead paragraph is to hook the reader.  So, put the most important information first.  In journalism, saving the best for last does not work.

Here is an example of a good lead paragraph:  Yesterday, Inventor and Scientist, John Doe, filed suit in the Northern District Court of Georgia, Atlanta Division, against Jane Smith, Head of the Environmental Protection Agency, and other government officials.  According to the lawsuit, Smith and others, illegally issued a cease and desist order requiring Doe to halt the sale of FA330, a fuel additive that he claims increases gas mileage by as much as 25 miles per gallon.  The lawsuit further alleges that the EPA and other government agencies have conspired with several of the large oil companies, including Shexxon and Chevraco, to prevent FA330 from going to market. 

In writing the lead paragraph, make sure to stick to the facts.  Avoid being subjective and avoid using adjectives that are excessively descriptive like "amazing", "unique", "incredible" or "unbelievable".  Remember to think like a journalist.  Your goal is to deliver the information, the facts, in an unbiased manner.

In the next installment of the Freelance Advantage, I will share with you how to write the body of your press release and other tips for writing a great press release.

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If you have questions about this article or would like a quote on your next writing project, contact Legacy Marketing and Design by e-mail at ses @legacymarktinganddesign.com or by phone at 770-879-1180.