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Just Say NO! What Not to Include in Company Press Releases
from:Your press release is not just a marketing tool for your business; every press release your company sends out will play a part in how your business is perceived not only by journalist and consumers but also by your competition. If you spend a lot of time writing press releases to promote your company yet, none of them are getting picked up, its time to examine your press release strategy and learn how to do it right!
No product information: If you write a press release to tie in with the release of a new product, this information should be included at the start of your press release, don't lead with paragraphs detailing your company background. Though a little background information is valuable to include it should not be the focus, instead think of background as the foundation. Your article should start with the lead information and work backwards, providing the basic information, and laying the foundation underneath, while still all data is interesting to the reader.
No market relatable information: Press releases should include facts, important information that backs up your claims or better explains the purpose of your press release. For example, a company introducing a new line of digital cameras to the market place would include information on pricing, zoom, resolution, how pictures can be stored, transmitted to computer or other link up options. Any product features would be mentioned, statistics that are relevant and quotes from industry experts would also be useful. Press releases for new products often leave out the price, however to an editor writing a product review or comparing industry products they will want to know how much your product costs. As will the customer base you are trying to reach.
Cater to the convenience for the journalist: The impression you make to a journalist will often determine when your press release ever sees the light of day. When sending a press release spell the editors name correctly, if you choose to send a press release by email photos should normally not be included unless the editor has specifically requested they be added. Email or fax the press release and then have a second copy sent over by courier that includes the image you want included. Though photos are great for inclusion, graphic images can slow down the editors' computer or they may be unable to open a high-resolution image.
Break up information: Press releases should be less than 500 words, but even 500 words is a lot to read. Subheadings, bullet points and charts can be used to break up information into more easily scan able areas for the editor and audience reading it. To make the story easily readable, pay attention to the type of information used. Overly analytical language and obscure words don't impress anyone; they just bore your audience. When using unfamiliar industry specific terms in a press release take the time to explain what they mean. Just because you understand them does not mean a journalist will.
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