Headline: Make your Headline a single sentence of well thought out, Keyword enhanced, creative, grammatically correct English, which compels a visitor to click on it.
Summary: The first snippet that Internet users will see of your press release is the summary. Therefore it needs to be attention grabbing and interesting so that visitors to the site will click the link to view the rest of the press release.
Body: City, State or Country, Month, Day, Year. Always begin with a correctly formatted ‘Date Line’, recognizing the fact that it can take 2 days for a news wire service to approve and distribute most press releases. Here is where you expand on the information in the summary paragraph. This has to be done in an interesting way, now that you have got the attention of the visitor you want to keep it. Avoid the use of Jargon, technical language, too many adjectives and long sentences. Remember to repeat the most important keywords in the first paragraph and to reiterate your most important message.
The message body should be made up of more than one paragraph. The main aim with the second paragraph is to affirm credibility. “I generally use quotes, usually in the second paragraph of the Press release that I write, to add a human factor and weight” Stated, Conor D O’Connor, CEO of Sane Systems S.L. The quote needs to be accompanied by information and keywords that have relevance and add value, rather than simply inflate an executives ego.
The third paragraph can be used to expand more detail and include more in depth facts. Try using Bullets to:
In the final paragraph of the body you need to summarize and re-affirm the key points of the press release, but you should not repeat what has already been stated. You can include product availability, trademark acknowledgment, and finally a call to action such as ‘For more information’ or ‘for a demonstration’ please contact: accompanied by your organizations contact details.
About Your Company: This should be a short but informative corporate background that gives an insight into your companies achievements and focus. Avoid making this a detailed account of your companies history, try and give a very brief mission statement along with what your company actually does.
CONTACT INFORMATION:
Include a safe harbor statement, if applicable.
Your entire press release should be less than 2 pages of A4 and less than 600 words, 3000 characters.
Add these to denote the end of your Press release.
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