Right here, write now - four+ tips for effective press releases

At a recent Visioning workshop,  a designer-maker asked about writing press releases. This blog isn’t the place for a lengthy how-to. A quick search on the Internet will give you lots of detailed advice (How to Write A Press Release for example )

 But, for a quick start here are my four basic tips*

• Make sure you know exactly what story you want to tell. It is surprisingly easy to fall into the trap of loading your news with irrelevant details.
• Aim for no more than 14 words in your opening sentence and tell everything concisely in your first paragraph – that’s all the editor may use. Make sure it answers these questions: Who, what, where when and how
• Check your spelling and grammar thoroughly – remember word processing spelling & grammar tools don’t think. They are weigh too dumb. See what I mean.
• Top it off with a clear and attention-grabbing headline but watch out for unintended meanings -  such as ‘Red Tape Holds Up New Bridge’

*This is the secret tip that’s rarely revealed. Forget the rules, type your story as it comes. Effective press releases aren’t written. Like all the best copy, they are rewritten. That's when, you won’t go far wrong with the tips above.

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Adrian Burns is part of a team supporting  the West Midlands community of interiors & lifestyle companies. Find out more at www.ilfutures.co.uk