by catherinerussell
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16 Press Release Essentials So Your Story is Found and Read

• Before Your Write

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• Newsworthy Information: Have a good story to share, something your audience wants to know more about.

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• Format & Style: Details Matter

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• Logos and Branding: Write your press release on letterhead with your brand logo.

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• Compelling, Catchy Headline: But NEVER use click bait and be accused of #FakeNews.

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• Facts: Don't forget the 5 Ws - Who, What, When, Where and Why

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• Spelling Counts: Run a grammar and spellcheck tool, then run it again!

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• Skip the Jargon: Unless you're writing a paper targeted to a very specific, narrow audience keep your writing clean and clear: but not boring!

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• Quote Your Featured Subject: Highlight key messages and quotes by using bold fonts, italics, shading and boxes so they stand out from the rest of your copy.

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• Optimize Your Release: Most press releases are found and read online, so be sure to follow SEO copy best practices including keyword strategy, links, headlines, and images.

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• Images and Videos: Show don't tell - people and search engines like images, so include relevant photos and videos. :

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• Include Links and Social Share Buttons: Make it easy for your online readers to find out more information and share it - not necessary if you're using an online press release platform.

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• Close With Background Info: End your press release with basic background on the company or subject you're featuring.

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• Sources: If you're stating a fact or statistic, quote the source so you don't get accused of not being credible - and risk getting ignored by serious media.

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• Include a CTA: What do you want the reader to do - featured links to more information or to take your desired action should be easily seen.

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• Media Contacts: Include the name, email and phone contact info if the media has questions about your press release.

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• After Your Write

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• Make It Timely: Know when your target audience - media? the public? other businesses? are most likely to be online and not deluged by competing news.

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• Follow-Up: Develop and cultivate a list of key media contacts who cover your topic, and give them a personal call after you send the press release to be sure they saw (and read) it.

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