SME Toolkit : DIY Press Releases Are Important!

Press Releases Are Important! (DIY: For the benefit of SME's & companies not supported by professional Public Relation consultants)

Press releases are an important part of the marketing/communications effort. They communicate the latest news about your company and its products.

Another name for a press release is a news release meaning that it is new news. You need to evaluate your press release in terms of newsworthiness. The purpose for your press release is to inform the market of you new or improved product or service.

Avoid writing a press release that reads like an advertisement that gives the impression that you are trying hard to sell a product.

The important steps to writing a successful press release

Preparing to write a press release

Here are some questions you should answer in your press release:

• What is newsworthy about this release? Who will find the news item important?
• What features of the new product or service will have an impact on the current market? What improvements are significant to the industry you serve? What problem does it solve & what solution does it provide?
• Is there sufficient support or justification for the information in the release?
• What is the tone of your release?
• What do you want readers to take away from your release about your new product or service?

Writing a press release

The important key to writing a press release is keeping it concise and to the point. Readers come across hundreds of articles/releases every week. Make sure your release does not read like a sales pitch.

Headline: The first item on a press release that a reader will see is the headline. To grab the reader's attention, the headline should give a mountain-top view of the entire story. It should be concise (7 – 10 words) and descriptive. If the release is on a new feature, or an update to an existing product, state that information in the headline.

Example: "Asia MotorWorks launches Global Truck series in Bangalore" or "Automotive Fuel Tank Manufacturing Facility in Chennai" or "IRONCAD V10 Released"

First paragraph: After the headline, the first paragraph of the release is the most important. The first paragraph should answer the following questions: Who, What, Where, When, Why, How

In some cases, it may take two paragraphs to accomplish this, but never more.

The rest of the press release supports the first paragraph.

Critical guidelines:

A reader wants to be informed, not sold. It is important that you are factual and honest with your statements about the product. The document should provide supporting information to substantiate any claim made. You should avoid marketing "hype."

Avoid unsubstantiated claims in your release. The credibility of a release based on the back-up information provided with each claim.

When describing your product remember Feature, Function & Benefit.

Engage the busy reader: If you are not excited about your product, you cannot expect a reader to be. A release should supply the answers to potential critical questions about your product. Do not write in continuous blocks.

Short and uncomplicated: Most stories about new products tend to be one or two paragraphs in most trade magazines. Try to limit it to one and a half pages or less

Avoid the temptation to use industry terminology and jargon. Write in a conversational style using conversational English. However include keywords and key phrases, commonly used by your customers, in the headline and first paragraph of your release.

The last information in a release is about your company and the important contacts as it relates to the product. The company information should describe your business and the industries you serve. Include the contact phone number, fax, Email address, Web address and mail address. You can also issue your release on company letterhead to give it a professional appearance.

Have someone you trust proofread your work. Typos, spelling and grammatical errors will hurt your credibility.

Supporting Documentation: Pictures & Images, Specifications Sheets / Product Brochures should be included with the press release, whenever available.