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Tips from a Press Release Professional - What to Do and What to Avoid!

Things TO DO:

   1. Always write in third person. An example is as follows: "xyz company will provide their users with new widget" NOT LIKE THIS: "we will provide you with new widget". Any first person commentary, such as testimonials or product reviews should only be in a quote with the source listed.
   2. Keep words to between 250 and 500.
   3. Begin your press release with a short description of the news and then provide the details.
   4. Base your press release on facts. Report the facts about your product or service without fluff or hype.
   5. Make your release new, unique and interesting. Also, be controversial whenever possible. People love controversy.
   6. Proofread your press release. Do not trust your spell check software to do this for you.
   7. Add ### at the bottom of your press release to signify the end.
   8. Put a dateline in all press releases. This is a date line:  "New York, NY (PRBuzz) April 10, 2009 -- first paragraph starts here..."


Things TO AVOID:

   1. Never, ever make your press release sound like an advertisement. Some call this "press release spam". It is not professional, and people hate it. The purpose of a press release is to announce your news. If you sound professional and like experts in your industry, people will go to your web site and buy from you. One sure way to sound like an advertisement is by writing "calls to action". Do not include sentences like "buy from us today" "check out our web site now" or anything other than information about your announcement or news.
   2. Do not write a press release that does not have news or announcement. The purpose of a press release is to announce something. See the other "how to" articles on this site for more details on this.
   3. Do not re-use old press releases or old information that is already online. Search engines hate duplicate content. Write fresh content every time.
   4. You do not need to tell everything and every detail in your press release. Provide just enough information to generate interest and then the reader can click to your web site for full details.
   5. Never send a press release without contact information. You should have a person's name, email and phone.
   6. This sounds dumb but you would not believe how often it happens. Do not forget to include a link to your web site at least once in the press release.