Effective Copywriting for Press Releases

Press releases are so effective because they give your site more exposure through a variety of sites. Your site won’t be limited to sites that promote your industry and similar businesses and you’ll be recognized for real news that may even make it to major press channels.

Copywriting for press releases is a skilled talent that not any run of the mill copywriter can do. Marketing campaigns, both online and in print, can garner a significant boost from a single press release, as long as you know what to do and how to do it. This comes down to structure and objective perspective.

Structure
Every press release has a structure that pretty much everyone adheres to. The opening paragraph usually tells you the essential info, stripped of details and unnecessary adjectives and other such words. It gives you the bare bones of what the rest of the press release will be about. The rest of the paragraph gives you further details, as well as quote from a spokesperson of the company. The quote tells you why this is so important, how it will affect the company or other significant parties, and other such necessary information. The last paragraph is simply a boiler plate that should be included with every press release. This boiler plate describes your company and what it does.

Some variations of this structure may exist, however if your copywriter has no experience writing a press release, this structure is a good place to start.

Objective Perspective
Remember, a press release isn’t time to talk up your business. It’s just a way to inform any readers of what important move or change is happening at your company. Unlike other forms of copywriting, a press release should never praise or condemn. It should only detail the event and nothing more. You can of course slant the type of information written by including more positive things, however do not add embellishments that would transform the release into something overtly ad-like. Think of copywriting it from the perspective of a third person, totally unrelated to the company it’s talking about. You want neutral.

If your inhouse copywriter can’t do the job for your company, there are many companies that offer press release services, such as http://www.thinkbasis.com/services/copywriting-services.php. They’ll be able to release one or more on your behalf.


Clive Onley a contributor author of www.thinkbasis.com. Clive Onley has written many articles on Internet Marketing and Copywriting. For more information please visit http://www.thinkbasis.com