10 Steps for writing a great press releaseaioic2.weebly.com/uploads/1/0/0/7/10077270/press_release_writing_tips.pdfThis means get rid of all formatting such as bold-faced type, italics,

10 Steps for writing a great press release

Sunday, December 8, 13

1: Put news in your headline

Headline should use “Someone Does Something” format

“Price Change Announcement” is not a news headline -- nobody’s acting

Give busy editor all the info needed to make decision to run story


EX:

Poor: “Acme Launches Crowdfunding Project”

Better: “Acme Kickstarts New Vampire Themed Grid”


If your announcement does not benefit customer/investor/donor, then don’t issue it

Put customer benefit in first paragraph

Ex: (Newswire -- Dec. 9, 2013) Acme Ltd. today announced the launch of a Kickstarter project to raise $5000 for a vampire-themed OpenSim grid, the first such grid to focus specifically on vampire role-playing community.

2: How will your customers benefit?


3: Cut the PR BS

It’s not a sales pitchExaggeration exhausts editorsIf you’ve got proof for big claims, include it, otherwise don’t use it


4: Add some quotes

Get a quote from CEO or Director“Acme has a long history of serving the vampire role-playing community.”

Get quotes from donors/customers“This grid is going to help vampire role-players build bigger communities.”


5: Use real names

If you quote someone, use their real nameOnly use online nicknames or avatars if they are famous in a community and germane to the story


6: Include an “About Us” section

A single paragraph describing your organization

It should end with link to websiteEx: ABOUT ACME LTD. Acme Limited is a London-based provider of virtual world services, including design, hosting, and land rental. Acme operates the largest vampire-themed roleplay game in Second Life, as well as vampire enclaves on InWorldz, Avination, and OSGrid. It is also the maker of the Acme Vampire System, a scripted in-world role play toolset. Acme has six full-time employees and was founded in 2010. For more information, please see www.acme.com


http://www.acme.com

http://www.acme.com

7: Include a media contact

At the very bottom of the release include the names and contact info of the people journalists can contact for more information or to setup interviews


8: Check for the first person

Look for usages of I, we, us or oursif they are inside of quotation marks, go ahead and keep themif they are outside of quotation marks, rewrite the sentence


9: Format the press release

This means get rid of all formatting such as bold-faced type, italics, or indented paragraphs

Use Times New Roman 12 pt. or similar standard font

Double space between paragraphs

Get rid of abbreviations, acronyms or parentehses (only usable are IBM, UK or CEO)


Never, ever, ever put words or phrases inside of quotation marks

Only put full quotes in quotation marks


Headshots of everyone quotedhi-res (300 dpi)vertical, passport style

Horizontal image appropriate to release photo of product, person or place referred to

10: Include graphics


Graph or chart is okay

Include appropriate stock photo if no other image is available

All images should include names and a brief description of the image


Post plain text press release in body of email

Right above it put journalist’s name, a short intro paragraph, and links to photos



Documents

10 Steps for writing a great press releaseaioic2.weebly.com/uploads/1/0/0/7/10077270/press_release_writing_tips.pdfThis means get rid of all formatting such as bold-faced type, italics,