Basics to Creating an Impressive Press Release

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Are you going to launch a product or a service for your customers, or offer some special discounts for only a few weeks, or launch a book very soon, or even tell a story to your audiences that will produce a great deal of publicity and exposure for your company or brand?

On each of the occasions one thing is constant, i.e. you want to reach your audiences or customers. So, the idea is in, but how do you do that? There obviously are a number of ways to achieve this, but creating and distributing compelling Press Releases (PRs) is one of the most common ways used today.

In this post, we will discuss about the basics to creating a good PR that sells, followed by the advantages and a couple of disadvantages of PRs.


The first and foremost thing to focus on is the topics. In the simplest terms, the topics can be anything as long as it engages you with your audiences or customers. It might be the news related to a product/service launch, some special discounts, awards won by your company recently or even any major change within your company that you want your target audiences or customers to know. As long as it’s news-worthy and it would be picked by a wider audience, you can write it in a PR.

Style of Writing

The writing style bears a significant amount of importance in creating an impressive PR.

  • The PR should be Formal and Informative explaining explicitly the idea of what you are going to share with your audiences.
  • It should start with a compelling headline to gain extra attention from the readers.
  • There should be a Summary just after the headline and before the body of the PR explaining what the PR is all about. The summary must be short, simple and well-written.
  • Then we have the Quotes for the PR, which tells about the important person from the management team of the company or somebody else who is strongly associated with the thing that is going to be published in the PR. The Quotes are meant to make the PR more personalized, and serves as a means or resource for the journalists who will want to follow the story in the PR closely.


Once the PR is written, it’s time to proofread it. Check for any grammar and/or spelling mistakes in the PR and make sure the write-up is completely error-free and accurate; otherwise, the PR might give your company a negative name.


Once the copy is proofread, you will be going to distribute it. You may either go for Free PR sites or Paid PR sites. Well, both of them are effective, but it’s recommended to go for Paid PR sites if you can afford since it is much easier to include your hypertext links within the PR while sending to paid PR sites. Another benefit of Paid PR sites is that they help you gain you more exposure. You can then use social media such as Google+, Facebook, Twitter, LinkedIn etc. as an additional marketing channel for your PR. Use those all to your advantage and share your PR with the world.

Advantages of PR

  • PRs help gain greater exposure.
  • PRs help make your company more personalized with your audiences and customers and they get a feel that you really value them.
  • PRs can include hashtags, which is why they are easier to be found out on searches.
  • PRs can also include useful links to your sales pages etc.
  • It’s easier for journalists to follow the story and your company by looking into your published PRs on the web.

Disadvantages of PR

  • While writing your PR, you would need to give much attention to the writing style. A poorly written copy, and you lost your readers.
  • For some journalists, PRs are just some old school tools to share your story with the world. The newer generation of journalists and even readers don’t show a lot of interest in following PRs.
  • A PR gives the same news to all at the same time.

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