Press Release Checklist

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST PRESS RELEASE CHECKLIST PART I Does your headline grab attention with few words?

If you have a subhead, is it concise?

Does your first paragraph adequately summarize your main points?

Is the remaining text of your press release informative and concise?

Have you provided accurate contact information?

Does your press release spur your audience to action?

Have you written your press release entirely in the third person?

Has the press release been thoroughly proofread by several people for grammar, punctuation and spelling?

Have you properly configured all URLs and anchor texts?

Is your press release short enough?

Have you represented the trademark or the company in a consistent manner?

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Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST PRESS RELEASE CHECKLIST PART II Is your press release relevant and interesting?

Is your release a news story or an ad?

Is your release free of cutesy gimmicks?

Do your quotes add anything new or do they simply restate your point?

Is your press release free of exaggerated claims?

Can all the facts in your release be substantiated?

Is there anything potentially offensive in your release?

Is the source of the press release clear?

Does your release remain focused on your main points?

Have you checked that any mention of legal issues, public companies or celebrities are in line with the newswire’s policies?

Have you written your press release with your target audience in mind?

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Does your headline grab attention with few words?

You never get another chance to make a first impression! Your headline is the chance to do just that.

Don’t fall into the trap of overwriting or underwriting your headline. Make sure it is a complete sentence which clearly states your purpose. Try to avoid exaggeration and farfetched claims - and above all, exclamation points. Make sure you include your company name and an active verb. The reason for the press release is very important in order to grab the attention of your audience. Practice reading your press release out loud to make sure you can deliver the message clearly.

If you have a subhead, is it concise?

Please don’t waste your subhead by simply repeating your headline! That is a very common mistake.

A subhead is not the place to repeat your main points. Use your subhead to build on your audience’s attention by adding new information. This is an opportunity for expanding your headline rather than repeating it. For example, let’s say that you are announcing a fashion show. You want to immediately get out the message that this is a big event featuring a number of important people, but the place and the time are also important. If you try to cram all that information into your headline, it will become too unwieldy and will fail to get and keep your audience’s attention. Instead, use your headline to get across your main message about the event and use your subhead for other important details.

Have you formatted your dateline correctly?

While this may seem outdated, it wouldn’t be a press release without a dateline. It makes newscasts sound more genuine and authoritative. The dateline tells your audience where the press release originated. Even if it is an obscure and little-known town (eg. Statesville, NC), a dateline shows you are proud of the place in which you are reporting . A correct dateline includes the city in ALL CAPS, with the Associated Press (AP) abbreviation for the state. Following the city and/or state, write the date of your release: SANTA MONICA, CA - 7/4/2016. The proper placement of a dateline is at the beginning of the first paragraph, after the headline and any subheads. Fortunately, if you send your press release with us, we will automatically format your dateline so you do not need to worry!

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Does your first paragraph adequately summarize your main points?

A press release is not a good place to utilize the element of surprise. Your goal here is to put everything important right there in the beginning. Let’s say you get an email from your boss with a subject line that reads “We have a problem”. Now let’s say that the text of the email consists of several paragraphs describing various seemingly unrelated topics before finishing with the conclusion: “And then you have failed to meet several deadlines on time. Please explain why or we may have to terminate you.” Your audience does not have time for long-winded explanations. Remember the 5W’s – Who, What, When, Where, Why. Produce these clearly and succinctly in your opening. Grab your audience’s attention sufficiently to make them want to keep reading.

Is the remaining text of your press release informative and concise?

Here is where you have the chance to go into some detail and description and show that you are credible.

If you can, try to find a funny quote to introduce the human side of your topic. Avoid the dangers of overexplaining the “why” and the “how.” Keep any such explanations short and breezy. Your audience can always ask for a product spec sheet or similar information if necessary.

Have you provided accurate contact information?

You want to make sure that you are recognized for your efforts. Always conclude with a name, telephone number and email address. It’s important to show a desire to engage in dialogue with the media and that is impossible without appropriate contact information. Deal with privacy concerns by buying a temporary disposable cell phone. You can also get a cheap VoIP number and create a temporary email address exclusively for this project. Then just delete it when it becomes too much to manage. But do make sure that you actually answer the phone and check your email in the time period immediately after you issue the release. Remember that your audience (the media) are usually on deadline and they will not take kindly to your failure to return messages in a timely manner.

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Does your press release spur your audience to action?

This part is the easiest. All you need to do here is issue a simple invitation, such as.: “For more information, like us on Facebook”; “Please visit our website to find samples of our work; “Please give send us an email to arrange a meeting.” Such calls to action allow your press release to have a lasting effect.

Have you written your press release entirely in the third person?

It’s important to remember your audience here. You are not trying to sell anything, but simply educate the media. You are not trying to sell news reporters your software for flipping classrooms. But you do want to let them know the facts as to why this software surpasses all others. So stay away from the first person (“I think this is the greatest!”) as well as the second person (“You’ve never seen anything like it!”)

Keep your opinion out of it and stick with the facts or your audience will quickly lose interest. It’s not that there is anything wrong with ads or editorials or expressing your opinion. It’s just that your goal, in this instance, is just to report the news.

Has the press release been thoroughly proofread by several people for grammar, punctuation and spelling?

Nobody wants to see typos or spelling errors. They are a distraction. They also send a message that you do not care enough to communicate with precision. Even a minor error can look sloppy to a professional.

Use the spelling and grammar checks available in your word processing software and find some good, reliable proofreaders.

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Have you properly configured all URLs and anchor texts?

Your website is a valuable asset. Your press release should make it easy to visit. Always go back and check that your URLs are spelled correctly and display the http:// prefix. In this way, visitors can more easily click-through on sites that post your release. If you are posting pages at the last minute in order to mention them in your press release, test the page links in your release before issuing it. Sadly, one often finds press releases littered with the debris of dead links resulting from pages that are posted too hastily, without being checked. Also check links that are embedded behind keywords (“anchor text”) to make sure that they work properly. Don’t overdo it with the links, though. Too many may cause your release to get filed as “spam.” Two or three links are enough.

Is your press release short enough?

The recommended length for a press release is 350-500 words. Although 1000-word releases exist, they are costly and companies will issue very few of them. Long releases such as this are rare and only used in circumstances when the public requires a lot of information at once. Usually, a shorter release (350 words or about two-thirds of a page) is sufficient to convey the message. Remember there is someone out there reviewing 10-1000 releases in one sitting and extend some mercy. If you absolutely must exceed 500 words, then direct readers to your website and link to it in your release or invite readers to request the information by email. This will add value to your release by including a call to action.

Have you represented the trademark or the company in a consistent manner?

Details matter. Make sure you state the company name the same way each time that it is mentioned.

Which version is it? Is it a trademark or a registered trademark? It’s important to denote the company name correctly the first time and again each time that it is mentioned. Remember that reporters may rely on the information in your press release for articles and reports. If your information is incorrect, theirs will be too and this can’t be fixed. Your error will survive for years online and you are at fault for inaccurate information.

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Is your press release relevant and interesting?

Make sure that your release contains information that someone other than you or your company might want to know. Companies are limited in the number of press releases they can send out. The news has to matter. Ask yourself if this topic is important and relevant enough right now for a journalist to take time to report on it.

Is your release a news story or an ad?

Ask yourself about the purpose of your release. Is your goal to inform, or is it to sell a product? Press releases are supposed to be an oasis of credibility in a materialistic world. They build good relationships with media and with consumers. While direct marketing can produce more immediate results, the subtle effects of a press release are more long-term. A journalist reporting the facts has more credibility than a company making exaggerated claims about its product. Take the time now to educate the media in order to build lasting rapport with consumers.

Is your release free of cutesy gimmicks?

Parodies, tricks, jokes. They’re fun and harmless. But remember that every release has an impact on your professional reputation. Be respectful of the valuable time of your readers.

Do your quotes add anything new or do they simply restate your point?

The purpose of quotes are to show the human voice behind the company. They bring personality and sparkle to your release. So don’t waste them by just re-stating what you already said. For example, if you are announcing a book signing, a quote from the publisher should not just say how excited they are about the book. It needs to offer new insights about why this book may be controversial or inspiring in today’s world. Above all, make your quotes clever and, well, quotable.

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Is your press release free of exaggerated claims?

Please remember that a press release should not even slightly resemble a tabloid article. You may believe that this new marketing software will increase sales by 50%, but you cannot state that in your press release unless you have the evidence to prove it. The wires are flooded with failed releases about miracle cures and magical beauty products. If your product truly is superior, you will be able to get that message across without melodrama. Mention some possible benefits, allude to some anecdotal evidence, avoid words such as “revolutionary” or “life-changing,” and overall just stay humble. Your purpose is to educate and inform, not offer false hope that you have found the cure for all the world’s problems. Don’t tarnish your reputation by giving in to absurdity.

Can all the facts in your release be substantiated?

Depending on the situation, this may not be relevant. Usually, a release simply states the facts of a product, company or event. However, there are some releases, especially those that deal with legal or political issues, which must pull information from a wide array of sources including legal precedents, political policies, and experiments. Be sure to fact check any allegations or historical data in your release. Although the requirements for documentation are not as stringent as those required for writing a research paper, it can be helpful to think of your release in these terms. Check over any information that might be common knowledge but cannot be documented by any of your sources. Discard any of that information if it is at all questionable. Inaccurate information hurts your case, and might even be libel.

Is there anything potentially offensive in your release?

It’s a good idea to ask some of your target audience to proofread your release for sensitivity. For example, your audience will not be engaged with a release that introduces a new diet with the words: “ideal for women over 40, who have a tendency to be overweight.” Likewise, a release announcing a new tutoring company cannot expect to gain new clients by stating that it is for “children who consistently fail in school.” If your audience feels stigmatized, they will quickly lose interest. Instead, use positive wording in your message: “mature women who want to learn to eat more healthfully”; “gifted children who find that the classroom does not meet their needs.”

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Is the source of the press release clear?

It’s important to know who is actually issuing the press release. Otherwise, it is simply random information without much credibility. It’s best to make the source clear right at the beginning: “XYZ Company Would Like to Announce….” A reporter should not have to do any work to figure out the source. If is your company, don’t be shy about being the source of your own release. It’s different if a writer is publishing an article about your company, but in this case, you are sharing news about your own company with the world. Members of the media understand that the best source for news about a company is the company itself.

Does your release remain focused on your main points?

If your release seems too long, submit it to the “Who Cares?” test. Take it sentence by sentence and ask “Who cares?” If the answer is just you, or just you and your company, that may be a detail you can cut.

Have you checked that any mention of legal issues, public companies or celebrities are in line with the newswire’s policies?

Regardless of whether that renowned political figure is a friend of yours, you still may not be allowed to mention him in your release. A company may have approved the use of its logo, but the newswire might still take it out. Newswire policies governing references to legal issues, public companies and celebrities exist not to repress anyone, but for protection. The newswire has already thoroughly researched SEC guidance and precedents in order to put these policies in place. Know them ahead of time so you won’t write a release that may raise concern.

pressreleasejet

Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!

BEFORE YOU HIT SEND…

THE PRESS RELEASE CHECKLIST Have you written your press release with your target audience in mind?

Your goal is to get journalists to write about your topic so that your target audience will be more likely to appreciate or invest in it. Make sure that your release is written for them. A common trap is writing a press release as if the audience were peers and colleagues. Remember that you are writing for outsiders who would appreciate having an insider’s view. They want to feel like they are the first on the scene of “breaking” news. Give them a few succinct and memorable points. Don’t just waste time restating information posted on your website, and don’t send them another version of a previously issued release. Always keep their attention with something exciting and new.

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Press Release Jet is the industry leading press release distribution service with over 15 years of experience in marketing and public relations. We provide the industry’s lowest rate starting at $35 and the industry’s highest ROI. With that said— Send your next press release with us today!