After debuting search engine optimization tips on how to write for robots, press-release expert EON received requests from marketers for tips on how to write a press release for reporters.
As a result, EON has produced a tip sheet on how to write for reporters.
“Write succinctly,” the tip sheet says. “Short headlines, one-sentence leads and short paragraphs help readability. Paragraphs of six to eight lines are preferred.”
Eon also recommends avoiding jargon and sticking to traditional terms and phrases.
It is important to be clear so that you don’t lose your reader.
“Don’t assume reporters will remember your annual event, or run the same story year after year,” the tip sheet says. “Provide a fresh angle for the story.”
When writing a release remember to address why the reader should care about your news and how it affects him or her directly.
Choose the active voice over the passive voice whenever possible.
“Always provide an after-hours’ number for questions,” the tip sheet says. “And if you’re unreachable, make someone available who can answer questions.”
A knowledgeable storyteller should act as a company’s spokesman or spokeswoman. An informed contact is a great aid to both your story and the journalist.
“Offer your company’s expert as a source of information,” the tip sheet says. “Share tips, background or news. Reporters will remember you in the long run.”
