Deconstructing the press release
A Primer for the Self-Employed
A well-written and informative press release increases publicity and generates business.
But press releases can be used for the self-employed, too. You just need to know the basics of press release formatting and be willing to apply some ingenuity.
What does a press release include?
A press release is nothing more than a communication of important events, announcements, or one's products and services. Most press releases are less than a page (Newswire recommends 300–400 words) and cover the five W’s: Who, What, Where, When, and Why.
Press releases that promote a product or business often include what's known as a “boilerplate” at the end. This is a paragraph or two that explains what the business does and how to access more information.
For self-employed creators, your bio might serve as your boiler plate. I keep several variations of differing lengths on hand to save time.
What are the basic rules for writing press releases?
The standard press release has evolved, lending itself to more creativity and originality, but there are still some basic rules to keep in mind if you want to appear professional.
Follow the inverted pyramid.
Unlike your creative writing efforts, press releases rely on the inverted pyramid. This means you start with the most important information first and provide additional details as you go along.
Why start with the good stuff?
Most people decide within the first few lines if what they are reading holds value. If you try to build up to the purpose of the press release, or save the best nuggets for last, they may never get there.
Far better to reel your reader in and layer the other elements in as you go (not unlike the way you would layer backstory into your fiction writing).
Follow style guides (if applicable).
Where you submit your press release will likely determine which style guide to use. The Associated Press is one common style source, but it's not used everywhere. Some outlets use the Chicago Manual of Style. Others, particularly academic publications, mandate the use of APA style or MLA style.
The distinction matters because each style has its own way of presenting information... From how to write dates and numbers to acceptable abbreviations and punctuation.
I've used many of these style guides over the years, but keeping up with them all — and the latest changes — is impossible. Thankfully, websites exist for many of these style guides that highlight key components. Brushing up on the required style before you write is an excellent habit to adopt.
If you've got 'em, add 'em.
What better way to promote your latest book or other creative offering than to include quotes from reviews or other forms of professional input? They help to liven up the text and are often a good way to work in marketing messages without sounding too sales-y.
Of course, you need to be selective. I wouldn't use a quote about one publication for another, even if the two were closely related.
Also be sure you have permission to quote a person or organization and follow any guidelines about usage. In a recent contest submission, for example, I received some excellent feedback on The Prescott Diaries. Based on the parameters of the feedback, however, I could only use it on the exact version of the book reviewed. (It was the paperback copy, so I could not repurpose it for my hardcover or e-book versions.)
Keep it short and sweet.
Press releases are short for a reason. Strive to be brief and save the extrapolation and anecdotes for your other writing efforts.
Concise writing is an artform, and it may not fall within your comfort zone. But it's an important skill to adopt, especially with press releases, which require clarity.
Incorporate SEO and other web-friendly info.
The use of search engine optimization (SEO) is critical to online visibility.
"But I'm a sole proprietor, writing fantasy fiction to self-publish on Amazon," you might think.
It doesn't matter.
To ensure people can find you — and your creative work — you need to select keywords to add to your press release.
I'm not talking about random words that have nothing to do with your announcement, or an abundance of one word known as "stuffing." I mean, select keywords that work within the context of your press release.
If you are not familiar with SEO principles, or perhaps just need some practice, online tools like Surfer SEO and ahrefs keyword tracker can help you become more versed in this skill.
And don't forget to include your website address and contact information somewhere in the body of the text (or, at the very least, the boilerplate). After all, it does not good to put your information out there and have no way for people to find out more about your latest work or service offering.
What should I avoid when writing my own press release?
A press release should provide information without sounding like a blatant advertisement. It shouldn't be a regurgitation of events or facts, either. Instead, adopt an objective viewpoint and try to make the text flow.
I did some work last year for a press release campaign that read more like community news items than business offerings, and it fit within the style parameters of their preferred outlet. By incorporating a more casual and reader-centric approach, making their press releases almost story-like, their information was easy to read and more likely to engage readers than the other news-oriented pieces.
As self-employed professionals, there is nothing stopping you from doing the same thing to promote your work or your latest services. It only takes a little know-how and some research to get your name and info out there.