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Press releases have short and long term results
and can bring in great exposure from print magazines
and bloggers. If your press release is well written
and properly distributed you will see results
online within 24-48 hours of the distribution.
The release will likely be picked up by news search
engines (ie. Google news, yahoo news) and possibly
industry bloggers, who monitor press release websites
for topic specific press releases. It will take
significantly longer to see results from print
media (sometimes as long as to 2-6 months).
Most press distribution websites also archive
press releases, so in general press releases have
a long "shelf life".
The best way to get "ink" is to write a good
press release, but remember the item in the release
must be newsworthy. News that is not newsworthy
will get little play time.
Use the standard inverted pyramid format in the
press release. In this format the most important
information is listed first. Facts in the press
release should diminish in importance as the reader
works their way through the release. The release
should be believable and credible. Editors want
copy that they can use without a lot of copy editing.
Avoid over hyping your product, avoid phrases
like: "the best, fantastic..."
You have a very short time span 20-30 seconds
to capture and editor's interest. The title of
the press release and the first paragraph are
critical, so use the space carefully.
Editors will quickly disregard releases that are
blatant infomercials or pure product propaganda.
The press release should contain keywords and
phrases that will attract reader interest. Here
too, hype should be avoided. Do not be afraid
to be edgy, but do not cross the line between
fact and fiction. The press release should be
broken into small paragraphs making it easier
to read and comprehend.
A common mistake in writing press releases is
that the writer will load the press release with
buzz words and feature lists. The press and users
want to understand how they will benefit from
using the software. It is important that the press
release focus on benefits NOT the features contained
in the software.
Do not include images in your press release.
Use the press release's text to sell your software
using facts. Write in such a way that explains
your products in simple terms. Avoid technical
or industry jargon. Write in such a way that a
lay person will understand the press release.
Take extra care when proof reading the press
release. At a minimum it is suggested that the
writer read a press release outloud as a means
of proofing. Additionally, the press release should
really be proof read by someone who did not write
it.
Press Release Format:
Time: For Immediate Release or For Release
on
Headline: First letter of each word should
be capitalized. The headline should be written
for relevance and attracting attention.
Summary: The summary should be brief and
should give an overview of the main purpose of
the press release. Hype should be avoided.
Body: This is where the actual release
details are contained. Break the body into small
easily read segments.
Evaluation: If the press release is for
software that has a trial version include a note
at the bottom:
Evaluation version available upon request.
About
The press release should contain relevant information
about price and information on other products
available from the developer.
Contact Information
Include all of the appropriate contact information
including:
Contact Individual
Company
Address
Phone, Fax
Email and Web Address
Related Articles:
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to Prepare for a Press Interview
During
a Press Interview
Tips
to Send a Press Release
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Developer
101
How to Write a Press Release