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Press releases are a powerful way to encourage the media to talk about your business. A highly cost effective way of generating publicity and free advertising, if written properly, a press release will attract journalists through its newsworthiness.
The speed of the media cycle and the desire to create new and fresh content has journalist hungry for quality content. This doesn’t mean that they will report any old thing you say though.
Journalists are looking for a well-crafted story – not an essay and certainly not an advertisement.
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- Write in the third person. A press release should be written like a news article.
- Get to the point. Tell the reader what the premise of the story is in the first paragraph. Then expand in the following paragraphs.
- Don’t sell. If your business has launched a product, don’t write about the launch. Instead, write an interesting story where the product plays a part.
- Use quotes to provide expert testimony. A couple of short and relevant quotes add weight to the story you are trying to tell. Quotes from clients and business owners work the best.
- Excellent grammar is crucial. Bad grammar will not only distract the reader but it will also reflect poorly on your business. If a journalist is looking for a quick filler story, they will be less inclined to use yours because they can’t easily ‘cut and paste’ the content.
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