Why Unbiased Press Releases Work

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When writing a press release, most think that the press release needs to cater to the consumers or potential clients who may read the release. This however is not true. The press release needs to be written for the media professionals who will initially receive the press release. Why? Quite simply this is because if the media is not interested in your news, they are not going to pick up and use your press release in their publication in the first place. Therefore, your first goal should be to write the press release the way the media wants it – unbiased and full of facts.

How can you accomplish this?

Write the press release in a completely objective, journalistic style – as if a third-party reporter wrote it. Avoid using phrases such as ‘I’, or ‘We’ unless they are used as part of a quote.
The press release should be well written, engaging, and grammatically correct.
Do not fill your press release with unnecessary fluff that will waste their time.
Be concise and always follow industry standards when writing and formatting your press release.
Although it is likely the press release may not be published in its entirety, make sure that it could stand on its own if a publication decided to do so.
Be truthful. If you misrepresent yourself, your product, or any information in a press release even once you risk losing your reputation and trust with the media. They will not be too keen on printing anything you have to say in the future. Trust – especially with the media – is hard to get and easy to lose.
Whenever possible try to tie in your press release to current hot topics and headlines. If there is a hot story going on, journalists will be clamoring for any new or interesting angles on the topic.