How to Create a Press Release for Impact

Press releases are dynamic, cost-effective and pervasive marketing tools. Their public relations power rests in the reality that your target audience will generally trust an opinion presented by an independent authority, rather than your own company claims. Several factors will produce a press release for impact: core ingredients, timely topic, personalization, standard format, and appropriate media target.

Instructions

Difficulty: Moderately Easy

Things You’ll Need:

• Word Processing software

1. Check for core elements.
   
   According to Microsoft Office Online, powerful press releases have three vital ingredients:
   
   1. Newsworthy content
   2. Proper formatting
   3. Targeted and timely distribution
2. Target a relevant topic.
   
   Put your press release to the test. Ask these questions to determine how pertinent your announcement really is:
   
   Are you addressing a real, crucial issue facing your target market?
   Is your subject current and relevant for today?
   Is your approach unique and your copy fresh?
   Does your presentation differ significantly from your competitors?
   Do you prove your claims with customer testimonials and case study details?
3. Format professionally.
   
   Editors will read your press release only if it is properly formatted.
   Your release must be written like a news article, adhering to industry
   accepted standard guidelines. Set up your press release to be:
   
   *One page in length ideally, two at maximum
   *400 to 500 total words in length
   *Printed on one side only
   *Double-spaced
4. Customize to attract.
   
   Personalize your press release for magnetism, especially for bloggers and online journalists. A special touch will make your release stand out among hundreds of competing press announcements. While it is too demanding to customize all press releases sent, it is persuasive public relations to personalize the releases for key publications and media outlets.
5. Identify appropriate media addresses.
   
   Once you have perfected your press release for impact, search for suitable media outlets to broadcast your message. Gebbie has created a comprehensive site with professional news contacts which will guide you to assemble your own press list. You can also consult with Web companies that will send your release out for you. The top press release agency in the corporate world is PRNewswire. PR News Target boasts a file of thousands of editors covering a variety of industries.

Tips & Warnings

• Wire services distribute press materials on your behalf easily and reasonably. Business Wire and U.S Newswire are two of the more popular services.
• Plant your lead idea in the headline, subheadings and first paragraph.
• Keep a sharp focus. Identify one key benefit of your release and drive it home. Don’t dilute your press release with excess information.