7 Steps for Sharpening Your Press Releases

Before you submit your press release to the media or hit “publish” with your press release distribution service, there are a few steps to take. Your press release should be as perfect as possible before you make it public.

The following 7 steps will help you sharpen it before submission.

1. Read Your Headline Aloud
Your headline is considered the most important part of your press release. Read it aloud. Does it make sense? Does it provide value and grab attention? Will your audience respond to it? Is it relevant to the information in the body of your press release?

2. Are Your Links in Working Order?
Double and triple check your links. Make sure they work and that they take readers to the correct pages. Make sure that any links you have in your press release support the goals for your press release. If they don’t, then they’re a distraction and should be removed.

3. Facts and Figures
Review all of the data that you present in your press release. Is it accurate? Can you prove that it’s accurate? Can you back it up? Do you source any information that comes from outside resources? If you include graphs and charts, are those visuals sourced? Do you give the right people or organizations credit for the information?

4. Quotable Moments
Review your quotes. Read them aloud. Are they interesting? Do they provide value to your readers and support your message? Do they sound like real quotes or do they sound contrived? Make sure that the names of the people you’re quoting are spelled correctly and that any information about the quoted person is accurate.

5. Proofread
Use the spell check function on your computer. Then proofread it yourself. Consider reading it aloud. This will help you catch small sentence structure errors. It can also help you simplify complicated sentences and make your press release more understandable.

6. Read for Flow
Once you’ve proofread your press release, read it again for clarity. Make sure that the message you’re trying to communicate is clear. Look at your transitions between paragraphs. Do they flow naturally? Does one thought clearly lead to another?

7. Send to an Editor
If you have an editor, consider yourself to be fortunate and use them. Editors are able to quickly see errors and can read for clarity and offer suggestions. If you don’t have an editor, find someone within your organization that you trust and ask them to read the release. Ask them to look for basic errors, and also for clarity and style.

Spending a little extra time on your press release can provide a significant return on investment. Sometimes press releases have to be written and distributed in a hurry. Take ten minutes and make sure it’s as perfect as it can be.


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