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Writing press releases is one of the content tasks we handle every day. Here are six tips to make your next release for the trade media more focused and more professional.

Facts first. Fluff out.

Facts first. Fluff out.

1. Start with good, relevant content

The goal of a press release is to get someone to read it and act. Too many people focus only on getting the release printed. Make quality the goal and your release will not only be published, it will move people to read to the end, visit your website or reach out to a salesperson.

2. Eliminate the fluff

If you're looking for an outlet for creative writing, a press release isn't it. Early in my career I'd add "marketing speak" to a release to pad the word count or flatter a client, knowing a good editor would cut it. For example:

"Company X, the leading manufacturer in the construction industry for innovative and productive blah, blah, blah, is proud to introduce its new…"

See the fluff? Leaders don't have to announce they are leaders. The industry already knows. Everything else in that sentence is filler.

3. Focus on the facts

The headline and first paragraph are the most important parts of the announcement. Remember that your first audience is the editor, who shouldn't have to read deep into the release to figure out what it's about.

A press release headline must include two things:

  1. Who — your company.
  2. What — the purpose of the release. Keep it direct. Save more descriptive wording for a subhead.

The first paragraph expands on the headline and should cover:

  1. Why the news matters — if it's a product launch, explain how the product is new, better or different from what you already offer.
  2. Who it's for — the applications, industries or customers the news is intended for.

4. To quote or not to quote

I like quotes that explain why a company did something and help answer the "why" question. I don't like quotes that talk about how great the company thinks it is or that say nothing at all. Two pet peeves: