How to write a press release in under 10 minutes

One of the best skills to learn so that you can market your business better and cheaper is how to write a press release. And not just how to write the press release but to make sure it is a release that works for your business and doesn’t take hours of your time.

The most important feature of your press release is not the layout or the line spacing but naming your business or organisation.

So, first, write an eye catching headline. For example, as the British would say, ‘It’s all about bums on seats’.

Then, second, put the name of your business in your first sentence, for example, ‘The Heavyweight Chair Co. has made a breakthrough in the construction of cane chairs for larger people.’ Your first sentence also needs to clearly tell people your news in a nutshell. Don’t keep readers waiting. It’s a news release not a cliffhanger.

Add a couple of sentences to explain your breakthrough. ‘The chairs are now stronger and larger so they are safer for heavier occupants. Heavyweight Chair Co. cane chairs can now seat people up to 420 pounds.’   

Third, and this may appear obvious, make your press release about something new or make sure that you find a new interpretation of events.

Fourth, get a quote about your news from someone who endorses your point of view or buys your product. For example, ‘Weightlifter Giant Joe said, “I love this chair for relaxing outdoors.” ‘  

Fifth, take a picture, to send with your press release, of one or more people, in a way that relates to your news. Send it out with a caption, e.g. ‘Giant Joe in his new cane chair. ’

Keep your sentences short and snappy. Keep the whole thing on one page. 

Remember that your outlets for the release can now be many different channels – local press, radio or TV, Facebook, Twitter, trade media, free distribution websites etc. Journalists and editors are busy. Make it easy for them to find you by being sure to add your contact details to the release itself. Don’t make them search your email message.

Now you could sit back and wait for coverage but for maximum publicity the best way is to hunt reporters down and speak to them one on one. Good luck!