The simple truth is that a press release is NOT an advertisement, it's news. If
you write your press release in a style that resembles an advertisement, it will
simply be discarded by most media outlets you send it to.
Here are some
tips to make sure your press release does not read like an advertisement:
- Follow a
standard press release format
Journalist and editors
have become accustomed to a standard press release format. It is important to
follow the standard formatting so that journalist and editors can quickly find
the information they are looking for.
- Write your press release
in the 3rd party perspective
Press releases should always be
written in the 3rd person perspective. Instead of words like “I” or “we”, use
your name “Mrs. Smith, CEO of XYZ Company” or company name “XYZ Company”.
- Don’t ask for the sale
You should never use a press
release to ask for a sale. Statements such as “Visit our web site to order XYZ
product” or “Visit our web site to sign-up for our newsletter” should be
avoided. An example of the previous statements in press release format would be
“Customers interested in purchasing XYZ product can visit XYZ Company’s web site
- Don't use exclamation points
Your excitement about your product, service
is understandable but remember that peppering! your press release! with
exclamation points! doesn't help your cause. It just means that someone has to
remove them all to try to create a news article out of what you wrote. Many media outlets
will discard your press release if it requires substantial editing.
- Avoid adjectives
When news organizations receive your press release the first thing they
have to do is remove all the adjectives. This is because the adjectives
are from your perspective yet the article needs to be written from the
perspective of a news organization/columnist. When you use words like
"sumptuous flavors dance on your taste buds" it leaves a sour taste in
the mouth of a news editor.