Get Noticed: Tips For Writing A Press Release That Gets Picked Up Easily

A press release can be a very valuable part of an effective internet marketing campaign, provided you know how to maximize its use. As a strategy to promote your company, improve exposure of your business image, raise awareness for your product or service or help increase sales, press releases that are well-constructed and written can work to your advantage. Want to write a press release that gets picked up easily? Here's how:

Learn the facts first.
Writing a press release is not the same as writing a fictionalized version of an event, product or service. Before you even begin, make sure to write down the facts and make a list of references and endorsements. The more solid elements you have for your press release, the better your write up will turn out.

Determine if the news deserves a press release.
Anything can be promoted with a press release but if you want yours to get picked up easily, find out if it's newsworthy. Ask yourself:

- Will people be interested in this news? Who will benefit from it?
- How will people react to it and will they find it relevant?
- Who will read this? What type of audience should I write for?
- If anybody asks questions about my product, will I have the answers? Do I have all the bases covered?

Once you've determined that your write up deserves to be in the news, go to the next step.

Never assume.
That is the first thing you must remember and should play like a mantra in your head while you're writing a press release. Don’t make the mistake of thinking that just because you have something to say, someone will listen. The same is true with a press release – just because you're writing one doesn’t mean people will want to read it.

Remember that most of the people who surf the internet don’t do so because they have nothing else to do. They go online to search for information and products.

Make your headline a killer.
The reason for ensuring that your headline grabs attention is not only for readers to see that there is something special about your write up. Investors, journalists and other media people receive numerous press release submissions per day. If your write up is nothing out of the ordinary, it could get lost in the pile of other less interesting press releases.

Let your readers know that what you have to say in your press release is important without using sensationalism. Remember that you are aiming to build a reputation as a company or individual who has integrity. Aim to impress and attract, not to shock.

Grab a hold and don’t let go.
Once you've decided on a headline, begin writing a sub-header. Some of the most effective press releases today use a sub-header to reinforce their headline and give their readers a taste of what the body will contain. Write a sub-header that lets your readers take a peek at what they can expect from the write up but don’t give too much away. The idea is to keep their interest so that they would read some more.

Below the sub-header, write the body of the press release. Include information (the who, what, why, where, when and how), relevant news, quotations, endorsements from actual people, references, etc. Write a press release that talks about the benefits editors and their readers will get from your story. Make sure to include the necessary facts, quotes and contact information.

Make sure to talk about the real thing.
A well written press release can convince people to buy real estate on the moon, but you're trying to build legitimate business here. Give your readers b.s. and you'll ruin your own reputation in no time.

If you must use hype, make sure it's honest and easily corroborated. You could lose placement if your claims are exaggerated and guilty of stretching the facts. Write as a journalist would and stick to letting your readers know the facts. Remember that this may not be the only time you'll be writing a press release. If you want it to get picked up easily, be a trusted and accurate source of information.

Don’t try to impress with a scholar's vocabulary.
Using fancy language might seem like a good move, but trying to impress readers with words that are not only difficult to spell but also to understand just will not work. Again, stick to the facts and use language that is easy to read, understand and relate to. Use fancy vocabulary only if it's a necessary element of the body of your press release, such as when you're writing about something scientific or about high end technology and specialized knowledge.

Use a press release kit.
It's not necessary, but sending out a press release kit can help convince editors to pick up your story. A press release kit can include your press release, a letter to the editor, company brochure or fact sheet, a short biography of the business owner, a business card and photos or samples of your product.

Press release kits help prove your claims and let editors experience what you are trying to prove. However, before using this strategy, carefully evaluate the kind of costs you might incur. There is also a risk that your samples might impress but your press release might not get picked up. If you want to play it safe, indicate in your letter that you could send samples of your product if the editor requests for it.