By: Lauren Groff
Press releases are a fantastic tool in marketing, but they also usually require a lot more editing than the average text in order for them to be clear, concise, and effective. It may be tempting to think it’s like writing a blog post, but press releases have their own rules.
The most important part of writing a press release is the editing process. You can write hundreds and hundreds of words, but they won’t be worth much unless you look back on them and edit them appropriately.
Not sure where to start? Keep reading to find out some tips on how to write the perfect press release!
Take your time
If you work in a high-pressure environment under tight deadlines, you may have scoffed at the thought of “taking your time” but even if its two extra minutes you can dedicate to your press release, do it.
The more time you spend perfecting it, well, the better it will become. Rushing through it may leave you making obvious mistakes you might not even realize you’ve made!
Set up your environment
This may seem obvious, but it’s worth mentioning regardless. When you write a press release you need to concentrate to the best of your ability so you must create the appropriate environment to facilitate this.
Turn off every distraction, including the TV in the background, the music on your headphones, and any other background noise that may disturb you. This may seem extreme but if your brain gets distracted for a few seconds focusing on the words of your song for example, you may start making spelling or grammar mistakes without even realizing it. This means you’ll have to go back on your press release and edit it several times, which is time consuming and frustrating.
Use the right format
Generally, press releases follow the same format and it’s good to stay consistent.
The best way to structure a press release is by using the company name/logo at the top of the page, including the release date and the contact information below before writing the heading of the press release.
Don’t forget to keep your title catchy, short and sweet. Also double check your subject line before sending your press release off.
Be wary of adverbs
Every writer says using adverbs will make your writing weaker, so instead of combining a verb with a -y at the end (like really good) try finding other words instead; Like exciting, amazing, or fantastic. This will make your writing sound more varied and stronger.
Keep it short and sweet
Bearing in mind your word count, you want to make the press release as straight forward and to the point as possible.
Journalists sift through hundreds of press releases every day, so if they can’t find your key point straight away, it’s likely they’ll discard your press release without a second though.
Flowery language is lovely in a novel but not ideal for a press release.
Don’t overdo the commas
Punctuation is very important and having a variety of it on your press release is a good thing, but sometimes it can be tricky to get it right. When assessing your own writing, it may be easy to miss misplaced commas.
On top of this, some word processors don’t spot every single grammar mistake. If you’re not so great at using punctuation, getting help from more advanced word processors (such as Grammarly) may be a good idea.
As marketing tools, press releases are trying to promote something. Sometimes we may fall in the habit of using negative language to describe an undesirable situation as comparison, but you don’t need to do this. When promoting something, there is no room for negative language, so avoid it at all costs.
Keep it optimistic and upbeat, tell the reader why this is an exciting idea or business and why they should be excited about it too!
Editing your press release
Once you’ve written your press release, it is vital to go over it, several times, and edit it thoroughly.
Freelance writer at Revieweal Chris White says, “The tiniest mistake can cost you a lot, even if it’s seemingly insignificant. If you have enough of them, they could damage the credibility of your writing and the brand you work for. Be very mindful of how you edit your press release, it could cost you your job.”
Read it out loud
This may sound a bit silly but it’s the best way to take in what you’ve written.
Reading it out loud to someone else is even better as they can offer objective criticism in the tone of the article and the way it flows. You may also realize some formatting errors as you try to speak your text out loud and you find yourself stumbling on some certain words, or the phrasing of a sentence sounding odd.
“Proofreading your own work can indeed be very challenging because you have to be your worst critic and as objective as possible, so consider this when looking back at your work, and get an extra pair of hands to look over if if you feel like you need it,” says Michael Moore, a PR expert at Assignment Help.
Use online tools
Edit your press release carefully. While having an eye for detail is important, you can actively work on using the right formatting, directness, and being concise. If follow these tips, your press releases will be a win every time.
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