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Key Elements Of A Good Release

THE KEY ELEMENTS OF A GOOD PRESS RELEASE


 

HEADLINE

A good headline must grab your audience’s attention and:

  1. Be clear and concise;
     
  2. Contain the keywords your audience is likely to use when searching to get information similar to your press release;
     
  3. Make the reader want to learn more about the information covered in your press release;
     

Length:  70 characters or 12 words is best but you can use more

Format: Title Case. Capitalize every word except for prepositions and articles of three characters or less. DO NOT CAPITALIZE EVERY LETTER!

SUBHEADING

Not all releases require a “Subheading,” but if you’re going to use one, make sure it achieves the following:

  1. Descriptive and builds upon the headline;
     
  2. Enable your readers to find detailed information quickly;
     
  3. Provides your readers a better understanding of how deeply you understand the topic being covered;
     
  4. Effective subheadings represent distinct aspects of the topic being covered;
     

Length:  120 characters or 20 words is best but can be longer if really necessary

Format: Capitalize the first word in each sentence.  DO NOT CAPITALIZE ALL LETTERS.

DATELINE AND OPENING PARAGRAPH

The dateline is important as it indicates the day that you would like your release to be distributed.  Please note that the typical turnaround maybe as much as one business day.

The first paragraph of your press release announces what you have to say, providing answers to as many of the critical “who, what, when, where, why and how” questions that are relevant to your story

Length:  25 words or 150 characters.

BODY

The body is where you provide your reader with all the relevant information such as facts, stats, customer testimonials, and other third party information. 

  1. Elaborate on who, what, when, where, why and how;
     
  2. Add details to your story that support your claim, add interest, or reinforce what you are trying to say; 
     
  3. Include quotes from customers or subject matter experts, statistics, charts, etc.
     

Length:  300 to 800 words

Format: Standard text with basic formatting capabilities provided via the text editor. Use of HTML tags, attributes, or values will be removed prior to publishing.

BOILERPLATE

By definition, boilerplate content is “a unit of writing that can be used over and over without change”. In the press release world, this is typically your “About the Company” sentence. However, it can (and should) also include standard copy about any important people, services, or details in your release, as well as “safeharbor” statements in financial releases.:

  1. A boilerplate can be compared to a certain kind of template, which can be thought of as a fill-in-the-blanks boilerplate;
     
  2. Some typical boilerplates include: mission statements, safety warnings, commonly used installation procedures, copyright statements, and responsibility disclaimers. 
     

Length:  One to four sentences

Format: Capitalize the first word in each sentence.

CONTACT

Contact information provides the media and everyone else interested in what you have to say a way to reach you. It should include your company name, telephone number, website and an email address. 

  1. Make sure to include contact name, phone number, and email address for your readers to use if they require more information;
     
  2. Contact information will appear at the end of your press release;
     
  3. Your Press Release can accommodate up to two contacts. 
     

Length:  One to four sentences

Format: Capitalize the first word in each sentence.