The document provides guidance on how to write an effective press release to promote a business. It outlines the key elements of a press release, including the headline, dateline, summary, details, quotes, information about the company, and media contact. It also provides tips on writing each element and an example press release.

1. How to Write an
Effective Press Release
Get your message out to the world!

2. Press Releases: Cost-Effective Path to Publicity
Publicity is the most cost-effective marketing
tool there is and it’s the only part of a
marketing strategy that builds credibility.
Many industries have innovative up-start
companies that are relatively unknown.
For these new companies to gain an edge over
their competition, it is vital that
they build credibility through publicity.

3. PR vs. Advertising – PR Builds Credibility and Wins Hands Down!
Advertising controls the message while PR
does not, and because of this, PR creates
credibility.
Many times readers see an ad and they
know that what they are reading is
just overblown hype.
Most readers are more likely to trust independent authorities.
Without a doubt, it is these same authorities that are directly influenced
by good public relations and specifically, a well-written press release.

4. Press Releases: Cost-Effective Path to Publicity
Press Releases Can Go the Distance
A well-written release can dramatically
increase your sales, expose your company to
the masses, and greatly enhance the image of
your business or products.
The Bottom Line:
Credibility is the one thing that can win the customer’s heart
and pocketbook at the same time and nothing builds more
credibility than a well-written press release.

5. Press Release Content Ideas
Starting a new business Launching a website
Introducing a new product Announcing relationships with Industry or Local
Associations
Celebrating an anniversary
Announcing that you've reached a major milestone
Announcing a new employee or executive
Obtaining a new, significant customer
Receiving an award
Expanding or renovating the business
Participating in a philanthropic event
Establishing a unique vendor agreement
Announcing a partnership
Meeting some kind of unusual challenge or rising
Earning recognition of the company, above adversity
product or executives by a publication
Sponsoring a workshop or seminar
Announcing that you're available to
speak on particular subjects of interest Making public statements on future business trends
or conditions
Commenting on an industry update or
article previously published Forming a new strategic partnership or alliance
If you're not sure about what you should cover in a press
release, consider these ideas to see if any apply to your
business…
- Entrepeneur.com

6. How to Write a Press Release
So, how to write a press release?
That's a million dollar question. If done right, it can
indeed increase revenues.
Let's get started by answering what a press release is.
"A press release is simply a statement prepared for
distribution to the news media announcing something
claimed as having news value with the intent of
gaining media coverage or internet exposure."

7. 7 Elements of a Press Release
1. Headline
2. Dateline
3. Summary
4. Details
5. Expert Quote and/or Principal Quote
6. About the Company
7. Media Contact

8. A Press Release Consists of the Following Elements:
Headline
The headline is the first single line of text in the press release and tells what
the press release is about. It can be a very effective tool to grab the
attention of the journalists, so writing it from a journalists perspective is very
important. Think what headlines catch your eyes in the newspaper.

9. The Body of Your Press Release
Dateline
The dateline contains the release date of the press release and usually also
the originating city of the press release.
For online press release services, the date stamp is automatic and should
not be entered.

10. Short Overview of Your Announcement
Summary
The summary lets you give an introduction of the content of the press
release. It is the first paragraph in a press release that generally gives basic
answers to the questions of who, what, when, where and why.
The summary should be a single paragraph with about three to five lines.
Beyond 250 characters is too long, so this is the limit for most online PR
sites.

11. The Body of Your Press Release
Details
The details come after the introduction. It gives further explanation,
statistics, background, or other details relevant to the news and also serves
to back up whatever claims were made in the introductory paragraph.
The body should be at least 3000 characters or 500 words. Some online
press release sites allow you a much higher limit of 8000 characters. (not
recommended, people do not have that long of an attention span)
The body should have a minimum of two paragraphs. All paragraphs should
be ideally between 5 to 8 lines each.
There should be a blank line after each paragraph for good visibility.

12. Quote from Company Principal or Industry Expert
A powerful tool in any kind of writing is the expert quote.
In press releases, quotes heighten credibility of the product or message
you’re promoting.
Quotes not only add believability, direct quotes spark up a press release,
driving home the message.
You can use indirect quotes and/or direct quotes.
 Indirect quotes are those you get from a written or spoken source not
directly said to you. They are also called secondhand quotes.
 Direct quotes are those you get firsthand, by a one-on-one interview with
the person.

13. Media Contact
Media Contact Information
This section contains the contact information like name, phone number,
email address, mailing address, etc for the media relations contact person.
For good credibility, the email address should be the same as the
organization the press release is about.
For example, if the press release is about an organization with a website
called abcd.com, then the email address should be
email_address@abcd.com.

14. Press Releases: Cost-Effective Path to Publicity
The Final Touches
The final paragraph(s) should describe the company. This is the "about the
company" paragraph, and if there is more than one company mentioned in
the release, each should have its own paragraph. Explain the history, year
founded, market approach, and the like.
The reason this short paragraph can be valuable is in demonstrating an
expertise in the area of the news you're announcing, a history of past
accomplishments in your market segment, industry awards, or the like.
This can help to establish your “bona fides” —
the fact your company is a legitimate professional entity.

15. General Tips
A press release should be written in third person. Instead of using we, us
and ours, your should be using they, them and theirs.
It is very useful to look at other people's press releases. Look at some of the
press releases on the Free Press Release Websites, as it gives a lot of insight
into how to write a press release.
Stay away from hype-bloated phrases like "breakthrough", "unique", "state-
of-the-art", etc.
Never write in ALL CAPS – they will not publish this (it is also considered
yelling in current writing etiquette)
Shorter is better. If you can say it in two pages, great. If you can say it in one
page, better.

16. Press Release Example:
EFA Processing, L.P. is named ‘Overall Winner’ of the Collin 60 Awards for 2011. The Collin 60,
Headline sponsored by Comerica Bank, honors businesses with the highest percentage of growth over a
three-year period.
Dateline FOR IMMEDIATE RELEASE
PRLog (Press Release) - Jul 05, 2011 - On May 6, 2011, the Collin County Business Press hosted the
Comerica Bank Collin 60 Awards Program, recognizing EFA Processing as well as dozens of other
Summary Collin County companies that create a stronger economy in the North Texas region.
EFA Processing was included in the 60 companies who were honored as being one of the strongest
Details businesses in Collin County. In addition to being awarded the ‘Overall Winner’, EFA Processing was
named the ‘Best in Category’ in the Business Services division.
"Noted as being among the strongest businesses in Collin County, the companies honored with a 2011
Comerica Collin 60 award not only contribute toward a healthier North Texas economy, but also help
Expert Quote make Collin County a leader in business, quality of life and opportunity," said Charles L. "Chuck"
Gummer, Comerica Bank's Texas Market Chairman. "We congratulate EFA Processing for being
selected as 'Overall Winner' and for growing and achieving success during challenging economic
times."
In addition, Comerica Bank donated $5,000 on behalf of EFA to their local non-profit of choice, which is
Frisco Family Services.
“Frisco Family Services is very fortunate to have EFA Processing as partners in our mission to prevent
hunger and homelessness. The support demonstrated through this contribution and EFA's continued
Expert Quote (2) support impacts not only those in crisis but the entire community as well.” said Joni Klarin,
Development Director of Frisco Family Services Center.
When asked for a comment, Paul Boyd, President and Chief Operating Officer of EFA, said “To be
among such great company and win both ‘Best in Category’ in the Business Services division and be
Principal Quote the ‘Overall Winner’ is such a great honor. For me it validates the hard work and tireless efforts of our
people to achieve great results. We will continue to be passionate about helping our business partners
succeed and help the consumers we serve be successful in life.”
EFA Processing is a Frisco, Texas-based Business Process Outsourcing (BPO) provider. EFA’s clients
About the Company leverage Inbound and Outbound Call Center Services, Back Office Support, Software and other
services to help consumers restore their financial future.
Contact Email : ***@efaprocessing.com
Media Contact Issued By : EFA Processing Address : 7668 Warren Pkwy. : Suite 315 Zip : 75034 City/Town : Frisco
State/Province : Texas Country : United States Industry : Business services

17. Free Press Release Websites
Simply Register online at these free
press release websites.
www.freepressrelease.com
These sites have pre-formatted
templates for easy submission.
Once you have submitted your online
press release it will be seen on the
www.pr.com search engines such as Google and
Bing.
Next, to fully optimize your Press
Release, attach the link to your Press
www.prlog.org Release on your company Blog,
FaceBook, Twitter and LinkedIn.

18. Please contact me if you would like more
information on writing your Press Release and
optimizing it for Social Media
Susan McMahon
469-951-0288
Creative, Effective, Affordable
Solutions to increase your online presence through
Press Releases, and Press Release Optimization
via Social Marketing
© 2011 SMCreatives