Press Release – How It Is Done

Silhouette-of-man-yelling-into-a-bullhorn-uid-1272224-150x150A press release informs press and journalists about the latest developments and events of a company, a shop operator or a public person. A press release is a subject to certain stylistic principles, and will be discussed later more explicit. At the present time press releases will be no longer sent by fax or by post, but rather, as a rule, in electronic form, by email. If you are a sender, it is advisable to keep a well-researched list of recipients and it is necessary to respect the basic rules of a PR-release.

What is the goal of a press release?

A press release should normally inform journalists and also the public about news and events of a company or a public person. This should, of course, serve the information flow and sales increase primarily. The term „PR“ means public relations. The author of a PR-message would like to become the centre of attention and convince the largest possible target group of his products and services. Then, often a new product is advertised or sales figures and changes within the company are announced.
Press releases must be well packed so that the editor should not immediately sort them out. The actual (potential) customer should be curious about the company and its products. Press releases can be published on the Internet in various press portals.

Style and structure of a press release

There are some important basic rules that should generally include a press release by all means. They are presented below.

A successful, thrilling and captivating headline of a press release implies that the editor is curious about the content. As the author you should think carefully about an appropriate heading. The title should not appear sensational, but should still encourage readers to read on.

You write primarily for journalists, not for prospective readers. You should be aware that an editor gets a lot of press releases every day on his desk. The more you stand out from the crowd and use appealing language, the more chance you have that the press release does not end up in the recycle bin. A logical structure as well as objective and professional understandable sentences acts professionally and encourages readers to read on. Incomprehensible technical terms, however, and filler words affect in most cases negative. Technical descriptions and technical jargon should be easy to understand even for a beginner.

The most important information of a press release should be at the very beginning. Here are the six helpful „W-questions“: Who?, What?, When?, Where?, How?, Why?. Too long press releases will be shortened as a rule by journalists, so the most important and the crispest information should be clarified on the very first page. Most people read many texts not with pleasure, especially if the texts are long-winded and larded with technical jargon.

Very important: A press release always represents the entire company. The more professional and still exciting it is formulated, the more positive the outward impression is.

Target groups of a press release

Basically, of course it completely depends on topic, which target group you want to reach with your press release. Targeted communication stands here absolutely in the foreground. As an author you ask yourself questions: „Who do I want to achieve?“ „What is the point of my press release?“, etc…

Through well-sorted internet-PR-portals as an author of a press release you can best achieve appropriate communications receiver often. Conventional PR-News via fax or post are becoming increasingly rare, while the Internet with many different PR-portals brings a real boom.

On the blog Net Closing – Get Backlinks have been compiled numerous PR-portals where you can publish your press release for free.


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