Writing Press Releases for Online Use

Source : Tara Dalrymple, Director, www.busylizzie.ie

"Make the editor's job easier....."

To increase the chance of having a story published, make the editors’, freelancers’, reporters’ or journalists’ job easier by presenting the release in a format and style that appeals to them.

Considerations before writing the press release :
1. Why the release is being written: to broadcast information, increase business, update target audiences?
2. Who is the audience?
3. Does the press release contain invaluable or newsworthy information that will be used by the target audience?
4. Is there a just cause for release the information that you wish to broadcast?
5. What do you want recipients to take away from the press release?

Overall tone and structure of the press release :
1. Content – ensure that the release is grammatically correct and doesn’t contain any spelling mistakes, errors, and sources are quoted correctly.
2. Concise – keep it punchy and don’t use unnecessary flowery language e.g. cutting- edge, revolutionary.
3. Factual – present the information for distribute that is true, correct and doesn’t embellish anything that to be communicated.
4. Objectivity – virtually impossible to do, but refrain from using over hyped quotes from sources as they will be presented as being too biased.
5. Timing – The press release may not be topical, but it may be able to incorporate the release with a more recent news event.

Tara Dalrymple

Tara Dalrymple has a BA Hons graduate from Gloucester University in Human Geography and Business Information Technology.

Tara began her career in London working as an account manager for a business to consumer PR agency, moving to international publishers Dorling Kindersley in their marketing and PR department, from there a move into Financial PR for Financial Dynamics working with internet listed companies. With finance and IT industry experience Tara worked as an IT Consultant for investment, Tier one and two banks and financial software companies.

Before moving to Ireland Tara worked for Marks & Spencer in the head office in their licensing department with spend of £98.0m pa across GM and Kidswear spend of £55.0m pa. Internal liaison with film studios, legal, design & licensing agencies regarding contracts negotiation, property selection, deal memos, trend research and product sign-off. Part of DB07 (David Beckham exclusive license held by M&S) team, winners of the LIMA (International Licensing Industry Merchandisers Association) Celebrity/Personality License of the year 2002/2003.

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