1. NEVER WRITE A PRESS RELEASE IN ALL UPPER CASE LETTERS. It is an ugly manner.

2. Word processor. Write your press release on a word processor instead of composing online. Writing online will not achieve best results. Take time to do it right. Write, print, proof read.

3. More than one paragraph. It is nearly impossible to tell your story in a few sentences. If you do not have more than a few sentences, chances are you do not have a newsworthy item.

4. Summary paragraph. Some distribution points only receive your headline, summary and a link to your press release. If you fail to include a summary paragraph, you may reduce the effectiveness of your press release.

5. Ticker Symbols. Never include ticker symbols of other companies without their express written permission.

6. Get Permission. Companies are very protective about their reputation. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. Any dispute resolution will favor the other company, meaning that your press release may get pulled.

7. About your company. Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history.

Press release part 1

1. Press release is not an AD. Editor will never put you release which contain ad at newspaper. Press release is just an informational point.

2. Your headline must be strong and should reflect an essence of following event, Ideally Under 80 Characters.
( “X” company advises biggest “Y” holding about foreign investments.)

3. Tell only the facts. Avoid fluff, embellishments and exaggerations. If your story sounds too good to be true, you are probably hurting your own credibility.

4. Your news have to be actual and timely, but not about “last week”.

5. Use only short sentences and words. Rather than writing “entered into a partnership” use “partnered” instead. Remember that editor doesn’t want to spend his time reading mountains of releases.

6. The main thing about content is in five questions.
WHO, WHAT, WHERE, WHEN, WHY.
Nothing else.

7. News must be newsworthy, interesting and useful as information. Not everything what happen in your company is a news.

8. Include a short corporate backgrounder, about the company or the person who is newsworthy before you list the contact person’s name and phone number.

Press release part 2