Features and blogging

What is a press release these days – surely it’s just an Instagram post? Well yes, but no.
A press release is almost like an invite, landing neatly in your in-box with enough flair to make you want to pick up the thing and read it.
Companies still write and send press releases and journalists still read them, as long as they’re written well. Having worked in journalism before entering the marketing-centric world of web content, I’ve been on both sides of these news snippets, and it’s important to get them right.

Here are my top 10 tips for writing the kind of press release the world wants to read:
1 A press release is a newsy item, not a feature
2 Journalists don’t have a lot of time so keep it snappy, around 400 words
3 Headlines and sub-heads can be clever, but must always be relevant
4 The first paragraph outlines your Who, What, Why, Where and When
5 The next two can be more inventive; throw in a quote, why not?
6 The last paragraph must summarise the details
7 Don’t assume we know your acronyms – spell them out
8 Never forget your links: how can we find out more?
9 Aim at a person – find the company, find a name and use it
10 Follow up with respect; be polite, and wait before chasing.