16 Press Release Essentials So Your Story is Found and Read

  • Before Your Write

  • Newsworthy Information: Have a good story to share, something your audience wants to know more about.

  • Format & Style: Details Matter

  • Logos and Branding: Write your press release on letterhead with your brand logo.

  • Compelling, Catchy Headline: But NEVER use click bait and be accused of #FakeNews.

  • Facts: Don't forget the 5 Ws - Who, What, When, Where and Why

  • Spelling Counts: Run a grammar and spellcheck tool, then run it again!

  • Skip the Jargon: Unless you're writing a paper targeted to a very specific, narrow audience keep your writing clean and clear: but not boring!

  • Quote Your Featured Subject: Highlight key messages and quotes by using bold fonts, italics, shading and boxes so they stand out from the rest of your copy.

  • Optimize Your Release: Most press releases are found and read online, so be sure to follow SEO copy best practices including keyword strategy, links, headlines, and images.

  • Images and Videos: Show don't tell - people and search engines like images, so include relevant photos and videos. :

  • Include Links and Social Share Buttons: Make it easy for your online readers to find out more information and share it - not necessary if you're using an online press release platform.

  • Close With Background Info: End your press release with basic background on the company or subject you're featuring.

  • Sources: If you're stating a fact or statistic, quote the source so you don't get accused of not being credible - and risk getting ignored by serious media.

  • Include a CTA: What do you want the reader to do - featured links to more information or to take your desired action should be easily seen.

  • Media Contacts: Include the name, email and phone contact info if the media has questions about your press release.

  • After Your Write

  • Make It Timely: Know when your target audience - media? the public? other businesses? are most likely to be online and not deluged by competing news.

  • Follow-Up: Develop and cultivate a list of key media contacts who cover your topic, and give them a personal call after you send the press release to be sure they saw (and read) it.

This checklist was created by catherinerussell

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