The Factors behind the Best Press Release By Wadner Tranchant

What makes a best press release, as a lot of people in the industry say, it is the presentation. As with any kind of written piece, the factor that separates good and bad press releases is the way they are brought about by the author. Style, adherence to the subject matter and format are just a few factors involved. Let us discuss what makes an excellent press release.

First thing that any press release writer should keep in mind is format. For example, we usually think of the introduction to be the first part of any write up. This is not the usual case for press releases. Some news companies ask press release writers to place the introduction right about the end of the article. This would seem strange, but it is what they ask of, so it is best to comply. Another is the form of the ‘close’. The use of the symbols “-30-” and “###” as the close would vary from one company to another so it is best to ask and then comply with their format.

Two other hallmarks of a best press release, being factual and straight to the point, are often neglected by many writers. Facts are what make a press release. A little creative input and style would be appreciated, but should be kept minimal. Statistics and other forms of data from the body of a press release and therefore should be presented as they are, as they are meant for.

Relevance is another crucial factor in press releases. Article fillers or more commonly known as ‘fluff’ should be avoided. A press release is ideally less than 3 pages long and just about 2-3 paragraphs at the minimum. An editor or journalist won’t spend the whole day reading a press release should be relevant right off the gates.

Finally, impact is another important factor to press releases. This may come lumped into the use of style so it should be sparingly. Adjectives such as ‘incredible’, ‘titanic’ or ‘awesome’ could be used to catch an editor’s or reporter’s attention, but too much of it would spoil the relevance of the press release.

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