Some people equate a press release to a bland announcement, some people think it is a communication meant to hype up things, some consider it as a mere formality - well, who says some people can't be wrong all the time! A press release can boost traffic, create quality backlinks, generate customers and even engineer tie-ups - provided it is done the right way, and here's how it should be done:

Essentials of a press release

1. A press release is not a sales letter; it is an announcement about the launch of a new product or service. If there is no announcement to make, then you must consider pushing back your press release to a later date when you have something concrete to announce.

2. A good press release doles out valuable information about a product, service, offer or organization. There should be no hype in a press release.

3. The headline of the press release must hook the reader and compel him to read the main content. There must be an element of intense drama in the first paragraph, and from the second paragraph onwards the press release must answer the what, why, when, where and who of the core matter.

4. The content of the press release must always be newsworthy. This is because it can be picked up even by national media and become a part of a bigger story.

5. The press release should be informative and interesting. While you can focus on your product or service, it should be part of an overall newsworthy content and not an advertisement for a specific product. When looking at your final output, try to think of how it will be interpreted by the reader.

6. Avoid all cliched statements.

7. Avoid stale headlines such as "New Website Offers 10% Off"; instead work around the forte and USP of your product/service and hammer that message in.

8. A good press release explains how a product or a service satisfies a need, and then backs it up with testimonials.

9. A press release must be factual - no more, no less - all fluff and exaggerated blah blah must be completely avoided. Your press release must read true.

10. Use dynamic, peppy language, but don't use slang. The press release must be written in an active voice.

11. Keep your press release clear and concise. Use the KISS* method when crafting your piece. (*Keep It Simple & Savvy).

12. Don't use upper case letters and follow the rules of grammar.

13. Summarize your press release in one paragraph, because all websites that publish press releases ask for a summary.

14. Develop a strong resource box that talks about you or your website and carries a link back to it.

While this only scratches the surface of the press release iceberg, if you follow them, you will have a very good press release that's ready for publication. Good luck.

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