When writing a press release, first ask yourself the obvious and basic questions: What? When? Who? Where? Why? How? and then answer them as succinctly and clearly as possible in the body of the press release.
Some very good advice is to remember to write in inverted pyramid form - the most important facts at the top and the least important facts towards the end. In other words, grab the reader's interest from the very beginning, keeping their interest for as long as possible so that they want to read through to the end.
The first paragraph should be punchy and succinct and should sum up the content of the press release in one sentence of no more than twenty-five words. This is the most important section of the press release so use it to educate and enlighten your reader, to make them want to read more.
An article released on a web-site should sound real. Liven it up with quotes (they need not be your own) but keep the whole content alive with your own conversational language and style. People love to read about what other people are doing, as long as it is written in an interesting fashion. Overblown formality or marketing-speak won't cut it.
Always put your contact details on the bottom of the press release and include a good low res photo, (with an invitation to contact you for a high res version if needed).
Remember, a PR is your way of selling yourself to the media.
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