press release

Probably one of the most effect, and yet the most under used forms of marketing tools available to businesses ins the press release.

Over the past 12 months, how many press releases have you made on behalf of your company?



When’s the right time to issue a press release?

At one time or another your company will go through some sort of change. Although it may seem fairly mundane to you, it could be news to others. Therefore it is at times like these when you should release a press release.

Below are just a few of these scenarios that would be considered news worthy.

  • When you launch new products or services on your web site
  • The results of an industry survey that you’ve conducted
  • A forthcoming seminar that you’re hosting that you want to publicise
  • The launch of your new website
  • If you win an award
  • The inception of a new online forum
  • Product endorsements, especially if by someone notable
  • To publicise an eBook or report that you’ve written

They are just for starters. I’m sure now you have these you can come up with many more. You may even have something right now that fits the bill that you can issue a press release about.

The golden rules of press releases

To get your press release published, you’ll have to ensure it conforms to certain standards. I have listed below a few pointers to maximise your chances of publication.

  • Make your press release read like news, not an advert
  • Keep it one page in length
  • The top of your press release should contain your heading, contact information and release date
  • Use short, simple sentences and double space your lines
  • Make sure your headline and first few sentences grab your readers’ attention
  • The body should be like a story mentioning your business, product or service
  • Proofread your press release for grammar and spelling mistakes
  • Proofread your press release for grammar and spelling mistakes
  • Proofread your press release for grammar and spelling mistakes

By the way, that last point was meant be repeated three times because I can’t stress how important it is. Sending out a press release with errors will reflect badly on your company.

Ultimately, if it’s new to you, it will probably be valuable news to someone else so shout about it.

These press release tips are brought to you by freelance copywriter Sally Ormond.