The Art of the Press Release
You’ve done something amazing, and you want to share it with the world. Quick, a press release!
Now, here’s the tricky part: Although you want to say EVERYTHING about your exciting news, you need to keep it simple. The old journalism rule of who, what, when, where, why and how can certainly apply. Of course, you can add dashes of intrigue or humor, and sprinkle a few (just a few) catchy adjectives to enliven the press release, if that seems appropriate.
What you don’t want to do is tell the whole story in the release, and leave no questions or curiosity for the reader. You also don’t want to bog it down with inconsequential details. For example, you will probably want to mention if your company has been in business for a long time or has received any awards or special recognition. However, don’t feel the need to launch into a lengthy history about the company or intricate details about the recognitions it has received.
You want the reader to say, “Hmm, this is interesting. I want to know more.” That will inspire him or her to pick up the phone or drop you an email, which could possibly lead to the major exposure you’re seeking.
