Press Release Do’s and Don’ts
A lot of press releases come across our desk at Endurance Sportswire. Here are a few do’s and don’ts to ensure you are putting out the best release possible.
- Invest in the AP Style Guide. Available in hardcopy and as an online tool, it is the journalist’s bible for writing rules and grammar.
- Double-check the date and year of your announcement.
- Your release should answer this reporter’s question, “Why should I care?”
- Don’t start off an announcement by saying your company is “excited” or “pleased” to announce XYZ news.
- Press releases should be written in third person. Avoid words such as “you” and “we!’
- The ideal press release length is one page, single-spaced and approximately 400 words.
- Hyperlinks can be distracting if used too much (and can also hurt our Google ranking). Limit the number of hyperlinks to one link for every 150 words.
- Additional, avoid using a lot of industry jargon and excessive adjectives such as: synergize, cutting-edge, leverage, industry leading, state-of-the-art, etc.
- Third party factoids and statistics should only be included if they have been approved for use by the source.
- The event is taking place on July 18, 2019, NOT July 18th, 2019. No “th” needed.
- A number of news sites publish press releases verbatim. Make sure your quote is conversational, interesting and short. No corporate speak.