If you need to hold the release until a certain date, however (this is commonly the case in Include Keywords In Your Press Release Headlines. According to Entrepreneur, a press release is “a public relations of publication until a certain date, include Embargoed until [date] at the top of the release. suggests writing concise and compelling press release headlines. “I often will give my stories/pitches (or press releases) headlines that either give the writer their first question she or he would ask or give them.
Headlines are typically printed in bold type, sometimes in a larger font than the rest of the release.
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Subhead — The subhead gives you a chance to flesh out your angle and further hook the reader. It may offer additional details, substantiate a claim, or underscore an achievement. Subheads should be printed in a smaller font than the headline, and they are sometimes italicized to distinguish them from the headline. Dateline — In the United States, the dateline should include the city, state, and date of the press release, followed by either two dashes or an em dash.
Outside of the United States, common practice is to use city and country, and sometimes simply the city if it is well-known. The lead should capture the entire story as if the rest of the press release were not there.
It essentially serves two key purposes. First, it draws the editor, reporter, or reader further into the story. Second, in the case of what is known as a news lead, it provides journalists with the five Ws and the H: Journalists are trained to include this information in the leads to their news stories, so you will be giving them exactly what they need.
The press release is, after all, packaged news and a tool you use to inform editors and reporters. A feature lead is written in a similar style to the lead of a feature article in a magazine or newspaper, and it may set the scene or tug on emotions.
It serves to draw the editor in, but it does not need to contain the hard news elements of the news lead. In this news lead, Burton Snowboards and Mountain Dew who are announcing that their new product, Green Mountain Project outerwear whatis today when available in stores worldwide whereand that the line is made from sustainable fabric why.
But year-old Evelyn Fox has never been one to follow the crowd.
This feature lead is written in the style of a feature article and is very different from the news lead above.
The body — The body is the continuation of the story.
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After you have provided the details for hard news or set the stage with a feature lead, you should continue with additional details or explanations. It can also include headings if they make the press release easier to read. Twitter handles are becoming increasingly common in boilerplates.
These elements include photographs of the new executive whose appointment you just announced, images or technical diagrams of the new product you just announced, and videos that illustrate how the product works. You can even consider a B-roll—supplemental or alternate footage intercut with the main shot in a televised interview or news segment.
Notice they also included their contact information at the top of the PR rather than the bottom. This makes them easier for search engines to find and rank, and helps ensure that your readers and the media understand the subject of the press release. Check out how GameStop does this in a press release published January 22, Beyond that, all words in your headline should be in Title Case, meaning that all the words in your headline should have capitalization except for prepositions and words that are shorter than 4 letters.
You can see an example of this in the headline above. For best results, keep your headline to fewer than characters. Longer than that and readers will find it too long. Write a Summary Paragraph The summary paragraph should be short, no more than 5 sentences and should be written to give the reader an overview of your press release. This is a critical little paragraph, since it helps readers understand immediately whether they should interact with the press release or move on to find something that suits their needs more closely.
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It can also help busy journalists understand what your press release covers and pick it up if they see fit. Also notice how this press release provides two bullet points at the top, designed to give the press some fast facts about the acquisition. To make your summary paragraph interesting and compelling to readers, use it to include the most relevant and exciting information, and lay out the key points of the press release.
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When you provide value early on, your readers can decide whether to stay or go. This means that including your local information is critical. As you compose the press release, add the city, state, month, day, and year of its publication. This will put your press release into context and orient the reader about the date and time of your article. There are 6 elements that should be present here: Who is the press release about?
Who is your company or the main players involved in this document? What is the topic of the press release?
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Why should readers care? Why are you sending out the press release? How does it affect your customers or readers? When is the subject of the press release the product release or new hire, for example taking place? Where is your company located? How does the subject of your press release provide value? How does it help your readers? Develop the Body of the Press Release The body of your press release should expand the content of the first paragraph.
Each paragraph should be no more than 3 or 4 sentences. Break up the body accordingly, but make sure that each paragraph is cohesive and flows well from the preceding paragraph. This paragraph is where you will explain your new product, your discovery or any advances that your company has made. You should also include quotes, if they are available.
This will give your readers an objective view of your press release and, if you quote experts, should make your press release stand out as credible.
To put it another way: In some cases, a last paragraph can even be used to include a relevant influencer quote, like this press release, published on FloridaTrend. About the Company Boilerplate Information This is the place where you can write briefly about your company. Boilerplate information is designed to give journalists something with which to offer readers context, and can help make your company more recognizable and professional.
Add Your Current Contact Information Once journalists or customers read your press release, they may want to know how to contact you. Make sure that the information you include is current so people never have any trouble getting ahold of you. This will tell your readers that nothing follows. It also tells journalists that the end of the press release has been reached.