PAY ATTENTION TO THE CONTENT OF YOUR PRESS RELEASE

Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your reader's attention. Do not blow it with a weak opening.

Write for the Media. On occasion media outlets, especially online media, will pick up your press release and run it in their publications with little or no modification to what you send. More commonly, journalists will use your press release as a springboard for a larger feature story. In either case, try to develop a story as you would like to have it told. Even if your news is not reprinted verbatim, it may provide an acceptable amount of exposure.

Not everything is news. Your excitement about something does not necessarily mean that you have a newsworthy story. Think about your audience. Will someone else find your story interesting? This is a common problem. Let's assume that you have just spent a lot of effort to launch a new online store. Announcing your company's opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. This is old news and uninteresting. Instead, focus on the features of your online shopping experience, unique products and services. Answer the question? Why should anyone care? (Avoid clichés such as "customers save money" or "great customer service".) Focus on the aspects of your news item that truly set you apart from everyone else.

Does your press release illustrate? Use real life examples about how your company or organization solved a problem. Identify the problem and identify why your solution is the right solution. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life examples to powerfully communicate the benefits of using your product or service.

If you are reporting on a corporate milestone make sure that you attribute your success or failures to one or more events. If your company has experienced significant growth, tell the world what you did right. Show the cause and effect.

Stick to the facts. Tell the truth. Avoid fluff, embellishments and exaggerations. If you feel that your press release contains embellishments perhaps it would be a good idea to set your press release aside until you have more exciting news to share. Journalists are naturally skeptical. If your story sounds too good to be true, you are probably hurting your own credibility. Even if it is true, you may want to tone it down a bit.

Pick an angle. Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good hook

Use active, not passive, voice. Verbs in the active voice bring your press release to life. Rather than writing "entered into a partnership" use "partnered" instead. Do not be afraid to use strong verbs as well. For example, "The committee exhibited severe hostility over the incident." reads better if changed to "The committee was enraged over the incident." Writing in this manner helps guarantee that your press release will be read.

Economics of words. Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as "added bonus" or "first time ever". If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise. Make each word count.

Beware of jargon. The best way to communicate your news is to speak plainly, using ordinary language. Jargon is language specific to certain professions or groups and is not appropriate for general readership. Avoid such terms as "capacity planning techniques" "extrapolate" and "prioritized evaluative procedures".

Avoid the hype. The exclamation point (!) is your enemy. There is no better way to destroy your credibility than to include a bunch of hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!!!

Get Permission. Companies are very protective about their reputation. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. Any dispute resolution will favor the other company, meaning that your press release may get pulled.

About your company. Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history. If you are filing a joint press release include a boilerplate for both companies.

FORMATTING YOUR PRESS RELEASE

How you present your news is just as important as its content. Some of these suggestions are specific to PR Web's distribution service.

Mixed case. NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS. This is very bad form. Even if your release makes it past PR Web's editors (highly unlikely) it will definitely be ignored by journalists. Use mixed case.

Correct grammar usage. Always follow rules of grammar and style. Errors in grammar and style affect your credibility. Excessive errors will cause your press release to be rejected by PR Web's editors.

No HTML. Never embed HTML or other markup languages in your press release. Your press release will be distributed over a wide array of networks. Including such formatting will negatively impact the readability of your press release.

More than one paragraph. It is nearly impossible to tell your story in a few sentences. If you do not have more than a few sentences chances are you do not have a newsworthy item

Summary paragraph. PR Web asks you to include a one paragraph summary. Some distribution points only receive your headline, summary and a link to your press release. If you fail to include a summary paragraph you may reduce the effectiveness of your press release.

Word processor. Write your press release on a word processor instead of composing online. Writing online will not achieve best results. Take time to do it right. Write, print, proof read. Rewrite, edit…

Do not include your e-mail address in the body of your release. Do not include your e-mail address in the body of your press release. We have a special place during the submission process for you to include your e-mail address. If you include your e-mail address in the body of your press release you run the risk of receiving spam. This is because your e-mail address will be available to the public. Spiders routinely scour the Internet harvesting e-mail addresses for spammers. Provide your e-mail address only in the space(s) provided during the submission process.

Ticker Symbols. Never include ticker symbols of other companies without their express written permission.

Part 3: Press Release Template

It is important that you follow a standard press release format.

Make sure your press release looks like a press release. The following can be used as a template for your press release.

Here is an example of an actual press release:

Michael Jordan may be making yet another return to the NBA, for his second stint as a team owner. The public can wager on the teams available for Jordan to purchase.

San Jose, Costa Rica (PRWEB) April 9, 2004 -- BoDog.com Sportsbook and Casino(tm) has released odds on Michael Jordan’s ownership of an NBA Franchise prior to the 2005-06 season. While Jordan was forced to relinquish his minority stake in the Washington Wizards prior to returning to play, rumors have begun to swirl as to Jordan’s potential ownership in another franchise in the near future.

“I think it’s great for the game to have easily the most respected player to ever play in the NBA take on an ownership role,” said Rob Gillespie, President of BoDog.com Sportsbook and Casino. “Jordan is one of the most recognizable athletes in pro sports, and that immediately adds mystique to any team that he would have ownership in.”

Commissioner David Stern is already on board with Jordan taking ownership, which could certainly speed up the process. Currently the Phoenix Suns are the only NBA Team pro-actively seeking out new ownership, and for that reason they are currently the favorite. Jordan taking ownership in the Phoenix Suns is running at 4/3 odds. Charlotte could become a two time NBA Franchise city, and if the Bobcats get off the ground Jordan could have stake in the team. The current odds for Jordan to have ownership in the Charlotte Bobcats are 6/1. Milwaukee seems like a team ready to speak with Jordan as well, currently at 3/1 odds. With his son playing High School hoops in Chicago, and Jordan’s highly decorated past with the Bulls, Chicago would be a dream come true for his airness. Unfortunately it does not look like the Bulls are up for grabs, which is why Chicago is currently at 10/1 odds."

With so many teams potentially having interest in Jordan’s ownership, the Field option is available at 7/2 odds. Washington was Jordan’s first run at NBA ownership, and the odds for him to return to the Wizards helm are 20/1. The extreme long shot team for Jordan is the Utah Jazz, currently sitting at 50/1 odds. You can also wager on Jordan not taking any ownership within the next 2 years, with odds running at 2/1."

“Sports icons, similar to Jordan, have the ability to turn teams around, and obviously generate more dollars for the team,” said Gillespie. “Look what Wayne Gretzky and Mario Lemieux’s ownership has done for Phoenix, and Pittsburgh respectively.”

BoDog.com is an Online Sportsbook and Casino located in San Jose, Costa Rica. To view the Jordan Ownership Prop, visit the NBA Team Props @ www.BoDog.com. For more information on BoDog.com contact Todd Corrigall, Media Relations >at (604) 639-3448 or e-mail pr@bodog.com.

COMMON PRESS RELEASE MISTAKES

As one of the Internet's largest press release wire services we have seen some of the world's best and worst press releases. Below you will find some of the most common errors that we encounter on a regular basis. You do not get a second chance to correct the negative impressions left by a poorly written release.

All Upper Case Characters - Never submit a press release in all upper case characters. The headline and body of your press release should be in proper case. PR Web's editorial policy does not permit press releases written entirely in upper case characters.

Grammatical Errors - Even the best writers occasionally miss grammatical errors and typos. Please proof read, edit and reproof your press release. Obvious errors are easier to catch when composing your release off-line. Never compose your release during the submission process. If you need editorial assistance we have professional NewsCrafters available to prepare or edit your press release. Visit NewsCrafters.com or Call 866-640-NEWS for more information.

Lack of Content - We reject about 10% of all press release submissions for lack of content. Oddly, authors are particularly guilty of short press releases. (We assume that if authors can muster enough words to fill 300 pages they should be able to come up with a 300-400 word press release.) Please make sure that you answer all of the "W" questions, who, what, where, when, why and how to ensure a complete press release. 

Press Releases that Scream BUY ME! - Do not write your press release like an advertisement. Remember that journalists are NOT your marketing partners. Their job is to relay information to their audience, not to sell. A good press release informs the media. If your press release screams, BUY ME, then you might want to consider reworking your release.

Hype Flags - This is a close cousin to the BUY ME problem. If your press release contains too many "hype flags" it will trip spam filters and intercept your press release before it reaches its destination. A "Hype Flag" is anything that challenges the credibility of your press release. Examples of "Hype Flags" include an abundance of exclamation points or wild product and service claims.

Funny Characters - On occasion strange characters and formatting can creep into your press release during the submission (copy & paste) process. Make sure that you press release is formatted as you intended.

Word Wrapping - Do not break each line at 70 characters. Let your sentences wrap naturally. Please do not place a hard carriage return at the end of each line. Include a carriage return only at the end of each paragraph.

Incorrect Usage of E-mail - This plagues about 30% of all press releases. Use a role account instead of a personal account. A role account is pr@companyname.com. A personal account would be pat@companyname.com. Using a role account allows you to redirect e-mail to someone that can respond while you are on vacation. After all, you do not want to miss valuable media contacts. You never want a journalist to receive a message telling them that you are unavailable during the week because of your high school reunion or business convention.