Press Release Writing Tips
Apply these press release writing tips to get more value and exposure from your press release submissions. Scroll down below the bulleted list to see explanations of each press release writing tip and a link to press release samples.
- Ensure that your press release has a news angle
- Avoid using words like “you” or “our” except when quoting a source
- Write a stand-alone title – readers should have a sense of your press release by reading the title
- Use keywords sensibly throughout your press release – convert 3 keywords to anchor text links by upgrading to the $6 SEO press release
- Use 1-2 quotes in your press release to increase the interest level and add a personal perspective.
Watch this quick slideshow to learn how to get the most SEO value and aesthetic value from your press releases
Detailed Press Release Writing Tips
Press Release Writing Tip #1
Press release distribution originated as a way to alert the news media to newsworthy events. Because internet distribution of press releases has changed that focus because thanks to news feeds, many releases are read by the end-reader and not the news media themselves. This does not mean, however, that it is okay for your release to not have a news angle.
Each release distributed through Online PR News will go through a review process to determine its relevance and news angle. Any release thought to be too promotional or blatant spam will be rejected and sent back to the author for revisions.
Some sample news angles might be an announcement of:
- Introduction of a new product, service, invention, or offering
- Announcement of an event, an award received, a new member of your management team, a report published by you, a contest, a limited sale, a partnership, or a new flagship client
- Industry news announcement
Press Release Writing Tip #2
A press release is a document designed to be objective. You should write your release with an objective point of view -- almost like writing a newspaper article. Avoid using words like "you" and "your" except when quoting a source. For example, instead of saying:
"The selection is so extensive, you are sure to find whatever sporting equipment you need"
Try this:
"Sporting enthusiasts will enjoy the extensive selection including fishing supplies, skiing equipment and team sports apparel."
If you need to convey a message that you think will be deemed overly promotional, it is best to include this information in a quote.
Press Release Writing Tip #3
One of the most important parts of a press release is the title. A compelling title will encourage people to click through and read the release. Your release will see much more success if the title properly conveys the overall message of the release.
If you are using online distribution to gain visibility as well as SEO benefits, including your keywords in your title is also an excellent idea. This will help search engines know the focus of your release and your business.
Press Release Writing Tip #4
When running an SEO marketing campaign, it is essential to use targeted keywords in your online content in an effort to gain higher ranking for those keywords. We get it. It is also essential, however, that your content (including press releases) be written for human readers first -- not search engines. Be careful that your press release does not read like a keyword advertisement or sound awkward in places in order to cram in another keyword phrase.
If you are using Online PR News as part of an overall SEO marketing campaign, we highly suggest upgrading to the $6 distribution. This will allow you to not only make your release more visually appealing by removing the advertisements, but will also allow you to include three valuable keyword anchor text links back to your website.
Press Release Writing Tip #5
It is always interesting to hear what other people have to say. Including quotes in your release has two benefits. First, it allows you to convey promotional messages that would otherwise cause the release to be rejected. For instance saying
"Customers love Kids Clothing Designs because of their excellent prices and return policy" would not work in the body of a press release. This type of comment is perfect for a quote, however:
"Customers love Kids Clothing Designs because of our excellent prices and return policy. We are very proud to have so many returning customers year after year," said Colson.
Have specific questions that you don’t see here in our press release writing tips FAQ? Send your questions to
questions@onlineprnews.com 
