No matter what anyone says, every press release that was ever written sells something. At least the purpose of a press release is to sell. Whether it’s news for sale or a product or a service or a person, a press release is a selling job. The following five components of a press release are the important selling points. Read them over; digest them and memorize them. Then include each one in your next press release.

Credentials: Establish the following traits of your product (person, service, idea)

a. Reputation: What’s the track record?

b. Experience: How much and how often has it produced?

c. Knowledge: What’s the background?

d. Education: Formal or hard knocks?

Promotion: Include in your release:

e. Word-of-mouth: Find people to quote to clarify what it is.

f. Client testimonials: Include personal recommendations in writing.

g. Press releases: Quote from other press releases that have been written about product/service.

h. Advertisement: Write an ad.

Research: Pick out the highpoints:

i. Magazines, newspapers: Find popular information about your product.

j. Internet search: See what others are saying about it.

k. Library: Check out books and information on related subjects.

l. Personal: Include your own feelings about or experience with the product.

Topic: Familiarize your reader by answering the questions:

m. What you know or would like to know

n. Current trends

o. Universal interests

p. Publication angle

Examples:

1. Health & Fitness: Is it healthy?

2. Travel: Can it relate to travel and fun?

3. Press Coverage: Has it been covered in the popular press?

4. Memoir: Include brief background of people you use in body of release.