Effective Tips for Creating Press Kits

Remember the time when your boss asked you to write a press release on some event that took place recently in the company or a description of any new product or service, award and promotion in less than one hour and there you were with all the cringing and nail biting which was of no use? This was because you did know how to write a press release. This article will make sure you never face such an embarrassing situation again and prove your boss that you can handle such trifle tasks easily.

A press release belongs to the genre of advertising and marketing through effective copywriting so remember that a press release is very different from writing other documents. Here you have to follow a basic rule so that the editor of the paper is convinced that your news has really got something to say and he lines it up for publication—the rule is to keep your content interesting, useful and accurate. Simple, isn’t it?

What should a press release primarily cover?

The news should be covered in one page and must convey the necessary five W’s and one H that is why, who, what, where, when and how.

How long should a press release be?

Typically a press release ranges between  400 to 600 words  which makes a page and a half or two pages.  This length is optimum from the both the point of user friendliness and search engine optimization.

Essential Components to Consider while Designing Press Releases

Write the press release on the letter head of the company or on a plane page with the logo of the company printed on top left of it. Clearly mention the address, website and phone number of the company at the top center of the page. This is for the purpose of authenticity and verification.

Below that right in the center of the page, spell PRESS RELEASE in capitals and bold font. If your news is urgent then replace it with IMMEDIATE RELEASE.

Main Title or Headline of a Press Release

Comes next is the most critical element of the press release—the title. The title should be catchy and snappy. On daily basis, a journalist is exposed to hundreds of news releases and it becomes quite an exhausting task for him to pick which ones to publish and which ones to throw in the paper bin. The only way to make your news stand out from the rest is adorn it with an appealing headline or title.

Example of a Bad Press Release Headline

NEW PRODUCT WHICH OFFERS EVERYONE AN EASY OPPORTUNITY TO MAKE AN ONLINE LIVING

Example of a Good Press Release Headline

BIG LAUNCH: ONLINE MONEY MAKING MADE EASY WITH XYZ PRODUCT

Sub-head of Your Press Release

The sub head of a press release gives the publisher or writer an opportunity to further expand the main idea and news concept along with spicing up the copy.

Body Content

First Paragraph

Now is the turn to add content (body) which should be accurate, interesting and useful. The body is composed of three paragraphs. The first paragraph usually contains more than four lines and speaks briefly what the press release is all about.

Second Paragraph

The second paragraph gives detailed information of the event. Here you need to add a personal touch to the information so as to involve the readers in your news.

Third Paragraph

In the third paragraph, sum up your news and add any additional information about the company if necessary.

Ending Your Press Release

When you end your news write the symbol # three times like this ###. It is an indication that you are done with conveying the news.

Make sure that you proofread the press release for any grammatical and spelling errors. Also take care that the font should either be in Arial or Times New Roman and of size 11 or 12.

Format of a Basic Press Release