Writing press releases is not like writing sales letters or brochure copy. The tone and overall structure are totally different. You can be a little pushier in sales materials but in press releases you must be all news. Just the facts.
- Time is of the essence. Clients want their press releases to go out in a timely faction, often to match the launch date of a new product or new promotion.
- The content should read like a news story. You are writing to people with limited attention spans.
- Highlight the benefits early. Get the "when, why, what, where and who" questions answered at the very beginning.
- Avoid using fillers and lengthy dissertations. Keep the copy concise and to the point.
- Think like a news reporter. Write attention-grabbing headlines.
There's not a lot of fluff in a press release. It's a news story used only when something new has occurred within the organization or for new product launches. Share the benefits of your story up-front to lure more people to read the entire release.
There's a definite difference in a writer of and advertising agency than a writer of a PR firm. That's why large companies usually hire both independently. As a freelancer, you can write both if you keep the objective first and foremost in your mind.
