source Flickr user @marc falardeau

One of the most daunting aspects about doing your own public relations is writing a press release. Fortunately, these 10 easy steps should be able to help guide you through the process to make your release stand out…

First: pick a specific topic and do not stray from it. Yes, your organization might have a bunch of things it wants people to know about, but your press release should focus on a single topic only. Adding in another topic is called “stepping on your own news” and is never a good idea. Never.

Second: be honest. Your own credibility is the most valuable thing you have when interacting with the media. If you ever stray from this, even a little, you’re telling the world that everything your organization does is not to be trusted. The easiest way to make sure this never happens is to always be honest. Never ever “spin” anything.

Third: understand the difference between what is newsworthy to the media you’re talking with and what your organization thinks is newsworthy. Most organizations get excited about things that aren’t necessarily going to excite the audience they want to speak to through the media. The media knows this. Research what makes something newsworthy and then figure out how your communications goals fit into that and you’ll have a much better chance of getting covered.

Fourth: keep it short. Imagine you’re the editor of a paper and then think about how many other organizations are sending you press releases… it can literally be hundreds per day! They don’t have time to read more than a few paragraphs, so keep it short.

Fifth: use quotes from real people with the credibility and the authority to speak on the topic. Quotes humanize your press release and including actual people are how you accomplish this.

Sixth: make sure your entire point is in the first paragraph.

Seventh: don’t forget to use a standard format. You can find this easily enough through an Internet search on ‘press release format’. Why use a standard format? Because using a standard format makes it easier for the recipient (i.e. the Media) to read. They expect it. Anything else makes them do extra effort, and you don’t want that.

Eighth: don’t use industry jargon, even when sending your release to industry media. The fact is that not everyone will understand it. Put your facts and figures in easy-to-understand terms and you’ll have a better chance of being picked up.

Ninth: be creative. Most press releases are boring and therefore never see the light of day. Do something to stand out from the crowd, or come up with an interesting (and honest) perspective about your news, and use that to draw attention to what you want to say.

Tenth: write well. Write a draft and then rework it. Never assume your first draft is good enough. If you know you’re not a good writer, ask someone else who is for help. It’s better to be honest about your skills on this point, because if you can’t write well, how can you expect a busy editor to take the time to figure out what you’re trying to say?

Bonus tip: if you’re still having trouble, there’s no shame in getting in touch with a local PR firm to help you. They probably have someone on staff who knows how to write a press release. In fact, D3CS might just be the perfect company to help you.