A favorite client and I were fine-tuning a press release for his industry trade pubs. I’m lucky that this client always provides a plethora of detail to work from. As the final tweaks were made, we went through our own personal checklist for writing clear, articulate, and interesting press releases.
~ Who is your audience for the release?
For example, a press release drafted for the public is going to be different from industry people. Is the information technical? Or does it pertain to most any reader? Who is your primary reader?
~ What do you want them to know/believe/do as a result of the release?
Why is the information important to the reader? What’s in it for them if they take the time to read it? Is the material useful?
~ How can you make the content short, engaging, and persuasive?
For those of us who love our craft, short engaging content can be challenging. Include the pertinent details – who, what, when, where, and how – but stay on track and keep concise. Remember the adage of having too much of a good thing. It’s practical advice when it comes to writing press releases, and to keep your reader reading.