How To Write An Effective Press Release

October 23, 2007 by: Amanda

When it comes to advertising your business or service publicity is the key and best of all it’s free. If you can write an effective press release you can capture the attention of journalists and benefit from the free news coverage. This is what potential ghostwriting clients know to be true and if you can do this you can earn a great deal of money.

The rates for ghostwriting a press release start from $100 upwards for a standard one page press release. If you can submit the press release to newspapers and press release websites you can increase your rate.

Below are some tips to help you when it comes to writing an effective press release.

The Beginning

The first and most important thing when it comes to writing a press release is that you actually have something interesting to say. You need to have a unique selling point (UPS) because after all, publicity for your client will be selling their product or service. As a ghostwriter you need to be able to sell your clients story to the media so your press release needs to stand out and be compelling. It should not be just another boring advertisement.

Another element you can use for your clients press releases are emotional selling points (ESP). Maybe your client has a story that you can share, they might have overcome certain obstacles, have made certain achievements, etc. This can really hook journalists.

What’s In It For Me? (WIFM)

What’s in it for me? Or more plainly put, what is in it for the public. How does your client’s product or service help others? Your press release needs to state this key element. How will the reader benefit?

Here’s an example below for a new accountancy package:

“Jones & Smith Accountants today announced the launch of their revolutionary new accountancy software package… This in itself is not very interesting and would sound much better if put something like – small businesses now have a better way to measure, monitor and manage the costs involved in running their business, thanks to Jones & Smith’s new online measurement & analysis accounting system. Do you see what I mean? You have show what is in it for the customer.

The Headline

Your headline is what is going to attract readers attention so you need to write a catchy headline with a short, punchy phrase. You should try as much as possible to observe how headings are written in newspapers and magazines. To be a successful press release ghostwriter you need to be able to grab readers attentions and get your clients the results they are after.

The Content

When it comes to your press release content you should try to start with a bright and positive opening. Start by explaining your client’s products strongest points first. Most press releases that you read will probably use the conventional method “today XYZ announced that”, you should try to make your press release stand out from the crowd with a strong, compelling lead paragraph. Your first paragraph is where your important information will go, but it also needs to be written in an exciting, creative, interesting way.

Consider the 5 W’s – Who, What, When, Where, Why; This is an easy formula to remember when writing your release but it is still not enough without some “zing” or compelling elements to “hook” the reader in.

Again - how does it help? Remember to incorporate the benefits the reader will gain and perhaps include some “how to” tips on whatever your client’s product or service is.

Use memorable quotes; Quotes are often used by the media as they make the story more “real” or personal. A good quote can include why your client started their business or developed their product or how it helps their target audience.

The Format

Title it “Press Release” and always include the date. Include your client’s contact details: telephone, mobile, email and website address. Use letterhead and keep the content to one page.

There are standard press release formats that you can use and the best place to view these is on the PRweb site. Don’t forget to include your client’s boilerplate at the end. This is a small standard paragraph of information about your client’s company. They will probably tell you exactly what they want to put in here.

Remember, if you can master the art of writing press releases you can start earning big money as a ghostwriter. If anyone has any additional advice that they would like to add to this please feel free to post your comments.
Until next time,

Keep writing.