Tips for Creating a Press Release

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  1. The juicy bits: Find the 1 or 2 things that are the most important about your story and place them in the first paragraph. Use simply and clear language.
  2. Adjectives: Try to minimize the amount of adjectives and overused or cliche phrases. Don't make the press release sound like a marketing brochure. Think like a journalist, not a marketer. Leave superlatives to third-party quotes or customer reviews.
  3. Headlines: They should entice or clearly summarize your news. They should try to state the impact it will have on the target audience. Keep the headlines brief.  If you need more room, add a subhead.
  4. Five W's: Don't forget the famous five Ws and an H (Who, What, When, Where, Why and How).
  5. Keep it punchy: Use declarative sentences. Group thoughts into short paragraphs. Use bullets for lists. Keep lists short.
  6. Be interesting: Try to surprise or delight your audience. If you can't do that, try to at least be honest and straightforward.


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