How to Write a Press Release, Brian Cook

Some notes from How to Write a Press Release, Second Edition, by Brian Cook

Right story in the right place at the right time

PR should be: relevant, focused, timely, readable, presentable and newsworthy

Include one of the themes: controversy, conflict, novelty or empathy

The Four Ps: People, Product, Places, Profits

When launching a new product: name of product, when it launched, what it does, how it is positioned in the market, who is the main user, how large is the market, what are the distribution channels, who headed development?

When announcing a contract: Headline, intro sentence on deal, more about deal, more about companies

Tests: So-what, simple story, complete and in context

First sentence: Must always tell the story - what, who, where, when, why

Headline: 10 words max, add a verb, not funny or clever

Avoid: puffery, self-praise and exaggeration

Pegs: timing, event, issue, conflict

Words to avoid: unique, leading, fastest, flexible, easy-to-use, popular, world-class, successful, breakthrough, major, versatile, key

Quotes: valuable, keep it human, avoid self-praise