16 Press Release Essentials So Your Story is Found and Read

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

  • <b>Logos and Branding</b>: Write your press release on letterhead with your brand logo.

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

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

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

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

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

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

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

  • <b>Include Links and Social Share Buttons</b>: 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.

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

  • <b>Sources</b>: 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.

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

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

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

  • <b>Follow-Up</b>: 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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