There are some tricks I learned while teaching public relations 101 at the University of South Carolina. Here they are:
1. KISS: Keep it simple stupid. That's your rule for the title of a news release. State quite simply what the release is about. Try and use a catchy headline to grab the reader’s attention, it should make the journalist want to read on.
2. Focus: Keep the release focused on a single topic. If it's too general or tries to cover too many topics, it won't get used.
3. Clueless: Write your release assuming the reader has no prior knowledge of the topic. Make it easy to read and informative.
It’s less important information that takes a back seat to the main point of the press release.
6. Short & Sweet: Your press release should be no more than two pages long.
7. Boilerplate: Include a few sentences on what your company or organisation does.
8. Questions: Contact information should always be at the end of your release, it should be comprehensive, including contact number, web site addresses, e-mails and fax numbers.
9. Proof: Always proofread for grammatical and spelling errors. This is my big weakness. I make sure two other pair of eyes read my stuff.
10. Classy: Send your press release out on company letterhead and never use fancy borders or silly clip art.
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