Prepare Your News Release

Your News Release (also called a press release) is a document issued to the media, financial community, trade and industry analysts and consumers to announce a product, partnership, to drive traffic to your Web site, an acquisition, event, personnel announcement, or other newsworthy item.

Your news release can be used to announce all kinds of interesting of information. News can include but is not limited to, awards and recognition, grants, special events and activities, academic and professional publications, conferences, milestones, new research and equipment, human interest stories, new Web pages, new staff and faculty, and alumni achievements and professional activities.

>>Review Sample News Releases

Preparing Your News Release

Headline: Your headline should include keywords and must grab the Media’s attention. Your headline should succinctly describe the advisory – some media members search only by headlines.

Subhead: Not all releases need one, but if you’re going to use one, make sure it’s descriptive and builds on the headline?

Dateline: Includes the city of origin, and the date of the release.

Lead Paragraph: This is the single most important paragraph in the whole release. If you don’t draw your reader in here, you’ve lost them forever. This is your chance to set up your story in a single sentence or two.

Second Paragraph: This is where you dive into more detail and set up story for the reader, giving some more background or context.

Body: This is where you give all the relevant information for your reader, facts, stats, customer testimonials and other third-party information. Write with your audience in mind.

About Us: This is the place to tell your audience about your organization. If you are announcing a collaboration with a strategic partner you can list their About Us here too. Be sure to keep it brief.

Contact Information: Make sure to include contact name, phone number, and email address for your media and investor inquiries. Also include links to your company’s Web site, blog and social media profiles for enhanced branding and visibility.

Source: The source is required. Who is responsible for the content of this announcement? Who is issuing this news release? If you are working with a publicist list their name and contact information.

>>Review Sample News Releases

Editing Your News Release

Deal with actual facts like events, products, services, people, targets, goals, plans, projects. Try to provide maximum use of concrete facts. You want to share news and what’s happening with your company.

A simple method for writing an effective news release is to make a list of following clarifications: Who, What, When, Where, Why, and How.

Your Call To Action: What do you want as an end result from someone reading your news release? You want a reader to do something like click a Web site page, download a white paper, subscribe, enroll, register to an event, etc.

Keywords: Create a couple of keywords. Using strategically placed keywords throughout the release makes it easier for the reader to find the release when searching the Internet for information.

Search Engine Optimization (SEO): Great for driving readers to your Web site, but there needs to be a healthy balance when it comes to optimizing your press release with keywords. Remember that if the copy doesn’t make sense to the reader, it’s not going to make sense to search engines either.

Quotes: Having some key quotes is a highly effective way of getting your message out. Be sure to keep them easy for readers to understand.

Headline: keep them to 8-10 words. Incorporate your most important keyword into the headline, subhead, and first paragraph.

Body Length: 300-500 words are optimal.

Bullets and Paragraphs: Keep both short. Use bullets to divide your paragraphs and keep paragraphs to 3- 4 sentences.

Reader Friendly Language: Your audience will not know everything you do about your product or service. Keep your content clear, simple and free of jargon.

Inform, Don’t Push: Resist the urge for “product push” and trying to sell something. Readers are looking for relevant information rather than hyperbolic sales pitches.

No Spelling Errors: Use word processing software like Microsoft Word. You can copy and paste the content from your word processing software into our online form as plain text.

Take Your Time: Print out your draft and read it out loud, slowly in a quiet room. You want to establish an image in the reader’s mind. Write copy as if you are painting a picture in the reader’s mind using descriptive, vibrant words. If people listening to you don’t understand, don’t get it, well keep trying. Yes, it is tough!

>>Review Sample News Releases

Submitting Your News Release

We will contact you if your News is posted and we will provide you a link that you can share in your social media networks.

Thank you for sharing your News!

>>Submit Your News Release