Press releases are an integral component of an overall marketing machine. It seems like a fairly straightforward reporting of an event, but writing it that way tends to produce something that is dry and dull. A press release should get people interested, and boring writing isn’t going to do that. There are a few things that should be considered when writing them.

1. Is it really newsworthy?
Nobody wants to read news that really shouldn’t have made the news. It makes the PR team look lazy, as if they couldn’t find anything actually worth writing about or didn’t bother to research.

2. Connect with the reader
From the get-go, convince the reader that they are going to get some sort of benefit out of what they read Make sure to write it so that it connects well to the target audience. Otherwise, they probably won’t bother reading it.

3. First impressions
Make the first sentence of the press release hook the reader’s interest. This should be effective, since it can often determine whether or not someone will take the time to read the rest of the story.

4. Avoid purple prose
As much as possible, stick to the facts and don’t pepper the writing with too many adjectives. Keep it simple, but don’t make it too plain.

5. Stick to the facts
Don’t add anything that didn’t actually happen or wasn’t actually said. Press releases need to be factual, and there’s no room for exaggeration.

6. Substance
Don’t bother making a press release unless something needs to be said. Nobody wants their time to be wasted, and if there isn’t enough about a news item to qualify it for a full press release, then don’t try and force one out of it.

7. Make