- First make sure that the information must be newsworthy.
- Tell the audience, the information is intended for them.
- Just start with a short description of the news, then distinguish who announced it, and not the other way around.
- Ask yourself, “How are the people going to relate to this and will they be able to connect?”
- Finally, make it as easy as possible for media representatives to do their jobs.
- Always write it from a journalist's perspective. Never use "I" or "we" unless it's in a quote.
- Stay away from hype-bloated phrases like "breakthrough", "unique", "state-of-the-art", etc.
In other words, don't forget that you're not just writing for search engines. Effective press releases are targeted toward both search engines and readers. After all, getting your information in front of Internet users is only half the battle—the content has to keep their attention (in a positive way) and make them want to click through to your site and learn more about your company.
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