Press Release Dos and Don'ts

Press Released



Dos and Don'ts



DO



Answer the 5 Ws: Who, What, When, Where, Why



Send news worth bragging about



Include a quote from a top executive



Include your website, social media networks, phone number



Include a media contact



Write in the third person



Include photos, videos, infographics and/or logos (they're shared 3.5 times more than text-only) - PR Newswire



Use bullets to break up long blocks of text



Have a boilerplate, aka "About Company" section



Follow proper spelling, punctuation, and grammar



Include a dateline "SAN FRANCISCO - Skadeedle breaks records today."



Use a tool to identify relevant journalists (Cision, Meltwater News, Muck Rack, Press Pass)



Follow the AP Stylebook or Chicago Manual of Style



Create a catchy news headline



Get a second set of eyeballs to proof



Keep the headline between 60 and 80 characters, not including spaces



Consider sending through a newswire service



Include linked search engine optimization keywords (one per 100 words)



DON'T



Assume everyone will read every word



Exaggerate or make false claims



Distribute the same press release twice



Use slang, industry jargon or acronyms



Send to journalists who don't cover your industry



Leave out source credit



Belabor the point



Try to directly sell your product/service



Write more than 800 words



Use exclamation marks!



Blast in a "cc" or "bcc" email



Link to unreliable/unprofessional websites



Bury quotes within long paragraphs



Use hyperbole



Bury the point of your press release



Trash your competitors



Use "you," "we" or "I" - except in a quote



FOR IMMEDIATE RELEASE:



Press Release Best Practices

Dos and Don'ts for Writing a Press Release



San Francisco, May 29, 2013 -- Your press release should begin with a strong introductory paragraph that captures the reader's attention and contains the information most relevant to your message. Always try to include the "Five Ws" of good journalism - Who, What, When, Where, and Why. Press Releases Dos & Dont's Answer the 5 Ws: Who, What, When, Where, Why Include a quote from a top executive Send news worth bragging about Include your website, social media networks, phone number Include a media contact Include photos, videos, infographics and/or logos (they're Write in the third shared 3.5 times more than text-only) - PR Newswire person DO Use bullets to break up long blocks of text Have a boilerplate, aka "About Company" section Follow proper spelling, punctuation and grammar Use a tool to identify relevant journalists (Cision, Meltwater News, Muck Rack, Press Pass) Include a dateline "SAN FRANCISCO - Skadeedle breaks records today." EXTRA! EXTRA! DAILY NEWS Follow the AP Stylebook or Chicago Manual of Style Get a second set of eyeballs to proof Create a catchy news headline Include linked search Keep the headline between 60 and 80 characters, not including spaces Consider sending through a engine optimization keywords (one per 100 words) newswire service Distribute the same Assume everyone will read every word press release twice Exaggerate or make false claims Use slang, industry jargon or acronyms Send to journalists who don't cover your industry Leave out Belabor the point source credit DON'T Write more than Try to directly sell your product/service 800 words Blast in a "cc" or "bcc" email Link to Use exclamation marks unreliable/unprofessional websites Bury quotes within long paragraphs Bury the point of your press release Use hyperbole Trash your competitors Use "you," "we" or "I" - except in a quote FOR IMMEDIATE RELEASE: Press Release Best Practices Dos and Don'ts for Writing a Press Release San Francisco, May 29, 2013 -- Your press release should begin with a strong introductory paragraph that captures the reader's attention and contains the information most relevant to your message. Always try to include the "Five Ws" of good journalism-Who, What, When, Where, and Why. Skadeedle At Skadeedle, you'll find helpful marketing tools, advice from the pros and heaps more. Find us at Skadeedle.com. ###