5 Tricks for Writing a Killer Press Release
[Body of news] Promo Planet Crushed last year's sales records due to invention of a time machine and blah blah blee ..."
Decks are an important addition to your news because they give something for people who skim news quickly to read and grasp immediately. If you news is to be published in a newsletter, something like our Headlines email, it will also give more powerful text for the teaser field, making readers more likely to click through and read your news.
3. Give the Most Necessary Information in Your First Few Sentences
Avoid slow, rambling first paragraphs on your news pieces. Go with something that expresses the date, results and parties involved quickly. "On April 30th, Marketing Ninja Inc. again hosted its annual food drive with great success, collecting over six tons of nonperishables," is a good start. "On a bright sunny Chicago Spring day, Marketing Ninja Inc., the country's best and only source of ninja marketing, partnered with Petey Pirates Pen Galleon, the world's biggest pen-filled sales boat, to overtake one of Chicago's best parks to host the company's annual food drive for people who need food," should be avoided, mostly because it's a rambling eye-poison of a sentence, but also because it doesn't express the most important information as quickly as possible.
4. Be Cautious and Light with your Self-promotion
While it's tempting to load your press release with as much praise for your company as possible, less is usually more with promotional writing. Too much praise will have your news feeling clunky and boastful. Try to keep your praise fact-based and relevant to the news. "T-shirt Paradise's partnership with American Apparel will lower bulk order costs by 66 percent, giving buyers an extremely affordable source of high-fashion apparel," is good. "T-shirt Paradise, the greatest company man has ever conceived, has forged a one-of-a-kind partnership with American Apparel that will cause all of our competitors to blast off into space and die of shame," might be a bit overblown and transparent.