Free PR and marketing in 10 steps: Write and format press releases



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Press releases should appeal to journalists, something about her Company to write. In large companies, they are the task of the press departments, in small companies you also have to lend a hand, which also means technical effort. How does that work best?

Free PR and Marketing in 10 Steps: Write and Format Press Releases Free PR and Marketing in 10 Steps: Write and Format Press Releases

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Here writes for you: Prof. Dr. Martin-Niels Däfler teaches at the University of Economics and Management (FOM) in Frankfurt am Main. Profile

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Step 3: Create a press distribution list

Overview

If you have a press release for that too if in many Company Slowly blogs, Twitter and Facebook take over the communication and technical tools are becoming increasingly important - the classic press release is far from obsolete. Especially small businesses should not refrain from contacting journalists directly.

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This is how it works: Keep the right format, then define the target group: Is it aimed at the general public or, for example, only at customers or users? Then select target group-aware media, which means:

Decide which titles best reach your target audience (s). Among other things, you can see that in the media data, which shows which edition and which (regional) distribution the selected titles have

Step 4: Enter the heading (s)

Overview

The task of the headline is to make the journalist or editor curious or to offer him a reading incentive. It should be short and precise (30 to 40 attacks) and address the central message.

It is best to include the verb with a verb; eliminate specific and indefinite items you can delete. However, headings are usually reworded by the editors. You also have the option of transporting additional material information with a sub-heading. A sub-heading should also include a verb.

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Step 5: Compose the "head"

Overview

The "head" consists of place and date as well as the so-called "lead". The date should be the day of the broadcast. It is usually written in alphanumeric form (ie: 27, November), the year is omitted.

The "lead" is a summary at the beginning of the press release. It contains the central statement or information on the topic and names the source ("... shares the XY GmbH with ..."). The lead should not be longer than three sentences.

Step 6: Compose the "body"

Overview

In the body - the main part - detailed information is called and answers to the "W-questions" are given:

  • Who?
  • What?
  • When?
  • Where?
  • How?
  • Why?
  • With what?
  • How long?

As you have often had to experience for yourself, long, contentless texts are not reading pleasure. Therefore, do not put aside all formal expressions, so do not say, for example, in the case of a speech, "The Board addressed the issue of finance" but "The Board announced that ...".

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Even greetings are irrelevant, if nothing else was communicated, except: "Nice that we are there." Such speeches should not be mentioned in your press release. This also applies to speeches in which a speaker simply thanks and says nothing substantive.

Step 7: Compose the "foot"

Overview

The footer of a press release contains (additional) service information, details of the company or sender ("footer") and the contact details of the press officer. The service information should include any event entry fees or brochures fees.

The name of the venue is clearly indicated by street, house number and town. For appointments, you should supplement the day of the week.

Step 8: Add photos if necessary

Overview

Photos can be a very welcome and informative addition to your press release. A few points you should keep in mind:

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  1. Photos are usually digitally provided today and should have a resolution of at least 300 dpi.
  2. Give each photo a caption; this should explain who or what is on the picture. Record the first and last names of the displayed items from left to right. Also mention the functions of the persons and the occasion of the recording.
  3. Take pictures of people and not things; Do not use models and do not make commercials, but show "real life". But beware: for press law reasons, ask people before for permission!

Step 9: Work quotes

Overview

Quotations are a stylistic means to make press releases interesting and varied - but boring is also not a more quirky quote.

A quotation is justified when it conveys something that only the person or institution represented by it can convey, such as an opinion or evaluation, experiences, intentions or predictions.

Step 10: Check and send your text

Overview

Also for a press release applies at the end of course: correct! Check the correctness of content, formalities, spelling and quotations.

And: then release the press release from the supervisor or supervisor.

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  1. Tanja Handl

    A nice article with an even better boilerplate. :) Is something to look for our press texts.
    Many many thanks,
    Tanja Handl of TimeTac

  2. Eva Maria Goldmann

    Worth reading! RT @Jobcollege Write a press release in 10 steps; Part 3 via @MNDaefler

  3. Competencepartner

    The Career Driving License: Write a Press Release in 10 Steps - Part 3: Press Center ...

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