|
Guidelines for Writing and Formatting Press Releases The Message The Length Lead Time Standards Format Fact Sheet Photos and Photo Captions |
The message should be structured as follows:
Keep it simple.
Write in the active voice.
Active voice: The company offers several products.
Passive voice: Several products are offered by the company.Use short, upbeat sentences written in everyday language. Short paragraphs are best.
Write factually and objectively. Avoid adjectives.
Tell how the information can help the reader, listener or viewer. Even though you're sending a press release to journalists, it's their audience you should keep in mind.
Insert quotes from your company's CEO and other experts.
Check for the proper spelling of individual and company names. Understand that you won't have the opportunity to double-check facts if a reporter decides to use your story. They will assume that what you've submitted is correct.
Don't use initials or acronyms without indicating what they stand for in the first reference.
Use capitalization accurately, yet sparingly.
Avoid jargon.
Tell the reader where they can go, what they can do, or who they can call for information.
Edit your material tightly; look for ways to shorten phrases and sentences.
Information courtesy of the Small Business Administration.
