Press Releases: What you don't want you to know can hurt you

Having a provocative opening to your press release will only catch your readers attention for a moment. Press releases need to be more than just the who, what, where, when, and why. They must capture the reader attention in the first paragraph, while still providing all the necessary information.

No matter what venue for which it has been written, a press release must pack a great deal of information in short, quick to read pieces that are tightly formatted. The first paragraph attracts and catches the readers attention by setting the stage. The second paragraph goes into detail about the what it is and why it is important or unique. The third focuses on the who is involved and why they a credible. The fourth summarized the release, hitting the high points, while reinforcing the who, what, where, when, and why.

However, misleading or poorly structured releases will garner negative reactions from readers. At best, they won't finish reading it. At worse, it will leave the reader with a negative option of the message, making release totally counterproductive. Correct spelling and grammar prove professionalism and give credibility as does the correct usage of words not only for definition but also for basic context.

Catchy phrases and intriguing opening paragraphs will attract readers, but it takes a well-crafted press release to keep their attention. Keep it simple. Keep it concise. Keep it professional.

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