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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:
  1. 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.
  2. 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”.
  3. 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 located at…”.
  4. Don't use exclamation points
    Your excitement about your product, service or event 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.
  5. 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.