Earning Money

Yes, that’s what a press release is. In essence it is merely an equation in which you must insert the correct variables to come up with the correct formula. In this blog post I will cover the base elements that make up a press release. The press release itself is just one portion of a public relations campaign but is still one of the strongest pieces at your disposal.

First element of press release is that it is in AP format, (Associated Press). Why AP? If you format your release in this manner the journalist you will be submitting to will have less work to do. If your journalist has less work to do, he or she is more likely to select your piece to run in their next edition. Remember most press releases are never published. You will be competing with dozens, hundreds, maybe even thousands of submissions for a coveted place in publication. You must make your piece appeal to the editor of your section.

Second element is the appearance of objectivity. Never announce yourself as working for a company or affiliated in any way. Your company is an “it” not a “they” or “we.” Press releases are often published in such a way the reader believes it is a direct work from the publication. The press release must be encompass the positive about your company/event however cannot lead a reader to believe that it is an advertisement.

Third element is to get a quote from someone within the organization. It must relate to the topic and promote the overall “good feeling” of the company. Do not quote yourself or anyone else working in marketing or public relations. If your quote comes from anyone within the IMC department, it will automatically be discredited.

Fourth element is that you must be brief. Do not get too complex in your vocabulary. Do not let your sentences run on too long. Do not have bulky paragraphs. A press release should be only 3-5 paragraphs long and no more than 1 page. If your press release goes over one page it will almost definitely be tossed aside.

Fifth element is that you should be sure that your press release supports your goals and objectives. Do not stray off topic, stay focused and to the point. Keep in mind that your press release will most likely be edited before publication regardless of how well you have written it. You want it so that none of your own material can be used against your company. Nothing is worse than to have your own words quoted in a negative connotation.

I hope these guidelines have enlightened you on how to write a proper press release. Keep checking back here on DormEarning for part II of press releases.

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