1 The Headline
It should be brief, clear and to the point: an ultra-compact version of the press release’s key point. Plenty of PR professionals recommend writing your headline at the end, after the rest of the release is written. If you follow that instruction, continue on and come back to writing the headline once the rest is done. The headline is known as the eye-catcher and is very important to the whole release.
Something impacting with your company name or business idea in the headline. See how that works? Now you want to know more! News release headlines should have a "grabber" to attract journalists, just as a newspaper headline is meant to grab readers. It may describe the latest achievement of an organization, a recent newsworthy event, a new product or service.
Headlines written in bold! A bold headline also typically uses a larger font size than the body copy. Conventional press release headlines use the present tense and exclude "a" and "the", as well as forms of the verb "to be" in certain contexts.
First word capitalized. As are all proper nouns. Most headline words appear in lower-case letters, although using a stylized "small caps" font style can create a more graphically news-attractive look and feel. Do not capitalize every word.
Extract important keywords. The simplest method to create the press release headline is to extract the most important keywords from your press release. From these keywords, try to frame a logical and attention-getting statement. If including a summary sentence after the headline, the same rules apply. Using keywords early will give you better visibility in search engines, and it will be simpler for journalists and readers to get the idea of the press release content. Look at the actions in this first step, and notice how every one of them could be a press release headline.
2 The Body.
You will need to write the body copy, the press release should be written as you want it to appear in a news story. And remember this: most journalists are very busy, and don't have time to research your company's big announcement, so much of what you write for your press release will be what the journalists use in their writeup of your big event. Whatever you want them to say, this is where you put it.
Start with the date and city in which the press release originates. The city may be omitted if it will be confusing -- for example if the release is written in New York about events in the company's Chicago division.
The lead, or first sentence, should grab the reader and say concisely what is happening. For example, if the headline is "Careen Publishing releases new WWII novel," the first sentence might be something like, "Carpren Publishing, Ltd., today released their first World War II novel by celebrated writer Arcy Kay." It expands the headline enough to fill in some of the details, and brings the reader further into the story. The next one to two sentences should then expand upon the lead.
The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and overuse of fancy language and jargon. Strive for simplicity, and no wasted words. Keep the entire press release to around 4 paragraphs max, or approximately 400 words. Direct quotes from the parties involved make it more interesting. Stick to the facts. This is not a time to wane philosophical or run on about your personal feelings.
The first paragraph (two to three sentences) should sum up the press release, and the additional content must elaborate it. In a fast-paced world, neither journalists, nor other readers, would read the entire press release if the start of the article didn't generate interest.
Deal with actual facts –– events, products, services, people, targets, goals, plans, projects. Try to provide maximum use of concrete facts. This is news. A simple method for writing an effective press release is to make a list of following clarifications: Who, what, when, where, why, and how.
3 Use the "5 Ws"
Who, what, when, where, why ––and how–– should tell the reader everything they need to know. Consider the checklist in context with the points below, using the example above to generate our press release:
Who is this about? Carpren Publishing.
What is the actual news? Carpren Publishing is releasing a book.
When does this even happen? Tomorrow.
Where does this even take place? In all major markets, tomorrow.
Why this is news? It was written by renowned author, Arcy Kay.
How is this happening? The main event is at a book signing in Chicago, followed by a book tour to all the major metropolitan areas.
With the basics defined, fill in the gaps with information about the people, products, items, dates and other things related with the news.
If your company is not the main subject of the news, but is the source of the press release, make it clear in the body.
Keep it short and to the point. If you are sending a hard copy, the text should be double-spaced.
The more newsworthy you make the press release copy, the better the chances of it being selected by a journalist for reporting. Find out what "newsworthy" means to a given market and use this knowledge to hook the editor or reporter.
5 Tie it together.
Provide some extra information links that support your press release. Does the company you're selling have additional information online that readers may find useful? Great. Add it in.
If you're nervous about what you've got, do some research on what's already out there. Someone probably wrote something on an event just like the one you're covering.
6. Where to Publish
See fundedflows list of 20+ Free distribution websites
Get the fundedflow free sample Press Release Template
As mentioned earlier, there are several good online websites that accept and publish general news releases. Type "press release submission" into a search engine to get a list of links. Sign up for the free accounts to get a feel for the results for your industry or mission. Keep track of the results so you know which service attracts more people to your project profile page. Consider publishing at least one press release per week to increase your potential for crowdfunding.