Creating a press release can be great for marketing, but you have to make sure you are writing it correctly. Whether you’re creating a press release for your own company or that of a client, you must plan, edit, and proofread to make your news shine.
In addition to being interesting and newsworthy, you also need to make sure that it’s free from any errors and mistakes; admittedly a writer’s least favorite task since it can feel tedious and guarantees to be time-consuming.
Today, we’re going to explore how to create and perfect the ideal press release so you can save yourself a heap of time to concentrate on other important areas of your project while still managing to guarantee a high-quality release.
Planning Your Press Release
Before you even start creating a press release, it’s important to plan what you’re going to put into it. You need to make sure that you’re working with your company to ensure that you’ve got access to all the relevant information that you’ll need to include in the release itself.
Some of the key bits of information that you’re going to want to gather will include:
- Your company information
- The date of release
- All news or information to include
- Any quotes from staff
- Contact information
- Website links
- Company logo
You may need to plan meetings, send emails, or make several phone calls for this to happen but doing this first can save you so much time in the long run.
Formatting Your Press Release
To make things easy for everybody involved, it’s a good idea to format your press release into easy to read sections so the information can be easily digested by your readers. This is the basic layout and format for a press release that you can follow and then tweak to suit your personal requirements.
Start your press release with the company information for whom the press release is for, making sure that you include company logos and contact information of the person who will deal with any queries for the release.
Then you’ll need to include the date of the press release, either in the format of “FOR IMMEDIATE RELEASE” or by specifying a date. After this, you can start creating and writing the release itself.
Depending on how much information this particular press release will contain, you may want to split it up into two or three paragraphs.
Make sure that you include all the information that your company has asked you to include, including any specific legal requirements or notifications that need to be stated in regard to the news that you’re releasing.
In the last paragraph, you can sign off your press release, once again including the information of the relevant release contact as well as any legal information that you may need to include, such as product availability and trademark data.
If you are a third-party PR consultant, you can also finish the release with information on your own company, such as your physical address, contact information and a brief description of your company. This makes the release legitimate and professional and gives you the opportunity to brand the release in your name.
Perfecting Your Press Release
Once you’ve completed writing your press release, it’s important to go through it several times to make sure that it’s perfect for sending to your recipients. Any tiny mistakes, no matter how small or seemingly insignificant, can damage the credibility and reputation of your PR business and your client.
To ensure this quality, it’s highly advised that you take a break, around 24 hours, before returning to the release with a fresh pair of eyes and a clear focused head, to make the edits.
James Dorsey, a writing expert for Assignment Help, states:
“When making edits, you may also want to print out a copy of the release since reading off a computer screen can cause you to miss errors that you’ll need to pick up. You can also give it to somebody else, maybe a colleague, to read over; a fresh pair of eyes can always help.”
Use Online Tools to Help
To make creating a press release and proofreading it more efficient, you may grab help from some online tools:
- Via Writing: An online blog with great information on confusing grammar topics.
- Grammarix: A free grammar checker.
- State of Writing: An online blog with a ton of resources of all things writing-related.
- Easy Word Count: A tool for tracking and monitoring your word count in real-time.
- Cite It In: A tool you can use to add professionally formatted quotes and references to your release.
How to Proofread Properly
The quality and levels of perfection in your press release is vital to its success. If you send off a press release full of errors, the recipients will simply dismiss it and won’t feel inclined to write about your story. However, there are several things you can do to make sure that your content is ready for the limelight.
First, while proofreading, try reading your content aloud to yourself. This technique will help you to identify any errors in your work, as well as spotting any misspelled words and becoming aware of any sentences that don’t sound right to read but might have sounded fine in your head while you were writing it.
Second, you’ll also need to set up your proofreading environment so you can concentrate fully. This means you’ll need to turn off any televisions, music or distracting smartphones so you can solely concentrate on getting things right for sending.
One last and final tip that many professional proofreaders recommend is reading your content backwards. This helps to keep your mind fresh as well as being to identify words that are misspelled and punctuation used in the wrong places instead of simply reading what you thought you had written when you first sat down to write the release.
Creating a Press Release is Easy Peasy!
As you can see, creating a press release in itself isn’t too difficult. With careful planning, an eye for detail, and the motivation to be direct and concise throughout, you can guarantee that your press release will be a success.