In the previous installment of The Freelance Advantage, I shared with you how to write a headline, sub-headline, and lead paragraph for a press release.  This installment will cover what goes into writing the remainder of the press release.

The remainder of the press release should build on the headline, sub-headline, and lead paragraph.  Recall the sample press release in the last installment of The Freelance Advantage dealt with a lawsuit over a fuel additive.  Therefore, the remainder of the press release should include a quote from the plaintiff and his attorney.  Additionally, testimonial quotes from customers who used the additive during the research and development or testing phase of its invention can be included in this section of the press release.

Depending upon the subject matter of your press release, you would want to use a quote or two from an expert or even a customer who is knowledgeable about your product or service.  Your goal, at this point, should be to put the entire press release into perspective in a neutral and unbiased manner.

As indicated in the last installment of The Freelance Advantage, a press release is not a vehicle to hock your wares.  However, this doesn't mean that you cannot mention your company.  On the contrary, always end your press release with a couple of sentences about your company and the product or service you offer.  This is called a boilerplate paragraph and I suggest you create a standard boilerplate paragraph for use in all of your press releases.

Once you complete the news portion of your press release (after the boilerplate), insert ###.  Use of three pound symbols indicates to editors and reporters that they have received the entire press release. 

After the pound symbols, include a paragraph that indicates how to obtain more information about your product or service.  Make sure to give the name, phone number and e-mail address of the appropriate contact person.

FIVE IMPORTANT THINGS TO REMEMBER ABOUT PRESS RELEASES

1.  Stick to the facts.  A press release is not a sales pitch.  Approach your press release from a journalistic perspective.  Journalists deliver news (the facts) in an unbiased manner.  They don't insert their personal opinions and feelings into the news story. 

2.  Don't use overly descriptive adjectives like: "unbelievable", "fabulous", "incredible", or "groundbreaking".  Use of these types of words will make your press release seem too much like a sales pitch.  Think in terms of answering specific questions about your product or service rather than selling your business and you'll stay on track. 

3.  If you don't have anything newsworthy to report, don't issue a press release.  When evaluating the newsworthiness of your press release, ask yourself these questions: 1) What differentiates my product or service from other similar products or services? 2) Does my product or service actually serve a purpose or offer a benefit that is different from or better than other products or services of a similar nature?  Is my product or service so unique that the average reporter or editor would actually find it newsworthy?  Hint:  The fact that your product is the cheapest is not newsworthy.  Nor is the fact that you have a larger inventory or deliver faster than the competition.

4.  A press release should be no more than two pages.  A one page press release is ideal.

5.  Always proofread your press release several times.  Use spell check and grammar check.  I suggest waiting a day or two after completing your press release and then re-read it one more time before submitting it to newspaper editors and online submission services.  As a writer, sometimes you can be so close to the project that you overlook typographical errors the first time you proofread a project. 

Writing a press release is not an easy task.  However, if you keep the tips I've given you in these two articles in mind, you'll get better at it with each try.

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If you have questions about this article or if you would like a quote on your next writing project, please contact Legacy Marketing and Design  via e-mail at This email address is being protected from spambots. You need JavaScript enabled to view it. or phone at 770-879-1180.