by Lou Belcher

Created on: May 26, 2009

A powerful press release can be one of the most important marketing tools for your business. Therefore, it's important that you send out well-written press releases that will attract the attention of the newspaper or magazine you send it to. Just sending a press release will not ensure that it is used. Sending a good one, however, will increase your chances that they will use it. Here are some guidelines on how to write a powerful press release.

First, determine what you want to accomplish with your press release. Press releases are used for a variety of reasons. Do you want to make an announcement? The announcement-style press release is perfect when you've created new work, opened a new business or want to invite the public to an event, workshop, or presentation of some sort. Another form of press release is more like a story. It is meant to inform others of something that has happened or is about to happen.

Next, develop a format for your press releases. Generally, you want the words "Press Release" at the top of the page. On the line below that put the phrase "For Immediate Release" or write "For Release on July 1, 2010" (specify the date you want it released). If it is vital that the information in the press release remain secret until a certain date, it's probably best to wait until you can write "For Immediate Release" on it. There is no guarantee that someone might not release it early by mistake. Include your contact information (phone number, email address, etc.) next, so the person who receives the press release can reach you easily if he/she has questions.

The body of the press release should be written in a style that will make it easiest for the writer at the newspaper or magazine to use. Don't write, "I want to announce the opening of my company, ABC Consulting." Instead, write, "This is to announce the opening of ABC Consulting." By writing it as it will appear, the writer at the magazine or newsletter will be able to lift the information for an article without having to re-write it.

Make your press release easy to read. Include a beginning, middle and end.

1. Beginning. Hook the reader with your announcement. Your beginning should get right to the point. Tell the reader the purpose of your press release.

2. Middle. Emphasize two or three reasons your announcement is important. If you are announcing a product or service, make the case why your product or service is better or more unique than the competition. Include in this section a couple of quotes (by you, if appropriate or by the person who is the subject of the press release). By including quotes, you make it easy for the writer to write the article about you, because the writer won't have to call for a comment to make the article interesting.

3. End. Close the press release by succinctly summarizing the purpose of the press release and by indicating who the pubic should contact if they want more information.

Most press releases today are sent by email or by fax. Regardless of how you send it, before you do be sure to check it over carefully for errors. A well-written press release will most often be used. If your writing skills are not good, it might be best to hire a freelance writer to write it for you.

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