What do I need to include in a press release?

Before you begin writing a press release, think about the message you want to convey and why people will care about your news. And for help, you can check out the standard press releases on sites like PRNewswire, http://www.prnewswire.com, and BusinessWire, http://www.businesswire.com, to see how to format your release.

Then, all you do is start with a clear headline that conveys your main message and the top benefit for readers. It should be short, void of gimmicks, cliches, or sales copy and written with action verbs in the present tense. And if you can’t fit all of your information in the headline, add a sub-head. This is just another brief headline under your main headline.

Now, move on to your opening paragraph with the who, what, when, where, and why of your news. You’ll want to place the most important data at the top of your press release. After all, media members often stop reading after the headline or first paragraph.

Next, write the body of your press release in a few paragraphs. Include quotes and statistics from credible sources, and provide valuable information your readers will find interesting.

Then, at the end of your release, add an “About” section, also known as a “boiler plate.” This is just a short paragraph about your business and the products and services you provide. Keep it brief, and offer contact information at the end so people know how to reach you.

And when you are finished, have someone optimize your release for the search engines or do it yourself. To do this, simply include keywords in your release, and then check your work at free sites like PRNewswire’s iCrossing.com, http://www.icrossing.com/tools/calculator.htm, or Hubspot’s press release grader at http://pressrelease.grader.com/. This way, you’ll get the most online visibility possible and attract site visitors.

Finally, proofread your release for errors and send it off. Press releases are not difficult to write. But it is important to take the time to think about your audience and the message you are trying to convey before putting pen to paper.