Over the years our public relations firm has written over a thousand press releases for companies ranging from startups to Fortune 500s, and when looking at the first ones we created up until the most recent it’s clear to see how we’ve improved over time – practice makes perfect. And for those who are interested in press release writing this post touches on 3 key things you should focus on.
For one, you cannot and must not look at press releases as a piece of marketing or sales material that’s intended to produce a direct conversion but instead a way to tell a story that’s pushed out to the masses (like journalists) and you have to show something special. Lead them on a journey.
Secondly, one mistake that happens often is companies creating press releases internally where not only are they too intimately involved in the process, but it also shows in the language. All press releases must be written in third-person. If you go down the path of “our company” or “we are” that’s a big no no.
Lastly, what makes a good press release is something that’s truly interesting, has the potential to generate buzz with journalists, on social media, etc. and is ultimately factual. This is an official announcement being made on behalf of your company and everything has to be perfect.