Planning Begins Before You Write

Begin with a clear idea of the most important items you want to communicate to your reader.

Your Release Should be:

  • Concise Stay on point; don’t clutter up your important items with excess explanations or details.
  • Well-written Use spell check, read it aloud, ask another person to read it, and/or use online sources to double-check grammar and spelling. Errors are distracting to the reader and take away from your company’s credibility.
  • Factual Stick to logical and substantiated claims, avoiding empty words of opinion: best, cheapest, etc.
  • Honest Avoid empty, overly-padded quotes by company officers; quotes should be relevant facts that no one else could offer.
  • Timely If your release isn't topical, consider incorporating it with a recent news event but don't stretch it. If it is time-sensitive, be sure your dates/times are accurate for a global audience (time zones, etc.)

Questions to consider before you write:

  • Who is your audience?
  • What do you want readers to take away from your release?
  • Does your release provide valuable information or just another offer?
  • What is the support or justification for the information in your release?
  • What is the tone of your release? Is it direct and professional?
  • Are you aware of possible pitfalls or areas to avoid?
  • What is the purpose of your release: to increase business, disseminate information, or both?
  • Is there a call to action at the end and accurate contact information?

Click here for more information and to see a sample press release.

What subjects are we interested in?

  • Launching new services or products
  • Financial results
  • New staff members
  • Certifications and recertifications
  • Facility expansions
  • Big contracts
  • New equipment or software purchases
  • Awards, "Top 100 Businesses in Your City" recognition, etc.
  • Exhibiting at trade shows
  • Charitable events

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