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A press release, also called a news release, is essentially a message to the media (newspapers, magazines, news divisions at TV and radio stations, websites, etc.). The purpose of a press release is to highlight an event, accomplishment, or a new product or service. The press release may be written on behalf of an individual, a group, a small business, or a large company.

Once the press release is written and sent out, the hope is that one or more of the targeted medias will either publish it verbatim or publish or broadcast it in part. A further hope is that it will serve as a seed that ultimately develops into a feature story written or developed by a journalist.

A well-written press release may also become an SEO article marketing tool, helping a business or nonprofit increase traffic to its website. Search engines like Yahoo, Google or Bing will “discover” the press release on the Web and use it as a criterion for page ranking. The more press releases issued by a particular entity, the higher the potential page rankings on search engines for that entity’s website. In this sense, a press release can function as a duel-purpose marketing vehicle: 1. Spreading the word about new products, services, personnel, accomplishments or events (recent or upcoming) on behalf of an individual, company or group. 2. Boosting the search-presence of that that individual, company or group by publishing relevant press releases at free posting sites.

Here are three tips to writing a better press release:

1. Your press release must stick to the who, what where, why, and how. Don’t wander from these core elements; avoid abstraction or irrelevant information. Just tell us: Who or what is this about? When did it happen/will it happen? Where did it happen/will it happen? And finally, why and how? Make sure we understand why is it happening and how it will shape the future?

2. Use one or two quotes in your press release whenever possible. Get a quote from someone directly connected to the story. This could be the individual the story is about, or in the case of a new product launch, the person responsible for it’s creation or development. Someone with authority. “A quote or two in your press release is essential,” says Bruce Kentner, a retired public relations specialist from Burlington, Vermont. “It not only makes the piece more interesting and readable, it also lends it an air of credibility.” Additionally, if your lucky enough to have an editor or journalist interested in developing your press release into a feature story, the quoted individual can serve as an initial contact.

3. Finally, a look at the very beginning of a press release-namely the headline. Newspapers, magazines and broadcasters may receive hundreds, even thousands of press releases each week. To ensure that a press release even gets read, be sure to include a snappy headline that states what the story is about. However, don’t be tempted to include too many details. Save the how and the why for your body copy. Let’s say your press release is written on behalf of XYZ Law Firm announcing that they have just added a hotshot young attorney to their ranks.

This would be an example of a poorly written press release headline: XYZ Law Firm Hopes to Bolster Its Prestige and Cream the Local Competition By Hiring Talented Young Attorney

A better press release headline would read: XYZ Adds Savvy Young Attorney

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