It is important to remember that a press release is not an advertisement, but a news item, so keep the information put forward as objective as possible.
As a press release is not an advertisement but a news/editorial item created by companies instead of the HostingJournalist.com editorial staff, try to avoid advertising language. Stick to the facts, formulate clearly and stay to the point. Try to use adverbs least as possible, as adverbs are per definition highly subjective. Keep things sober so to say.
In case of any claims, like ‘as a leading company’, ‘our superior services’, or for example ‘great customer experiences’, keep this in mind: Show, don’t tell! Mention the number of employees, data centers, or servers under management, to ‘show’ that you’re a leading company. Mention your NPR rate and possible progress over time, to ‘show’ that you’re delivering superior services. Or add customer quotes and specific project details, to show/illustrate their flawless client experiences.
As the source/sender of a press release on the HostingJournalist.com news platform, you are the publisher yourself and you have to put yourself in the position of a journalist. What is the news value of a certain topic? What details are relevant for this topic and what details substantiate any claims? If your press release is well written, it will read like a genuine news article written by journalists.
The press release consists of the following parts:
- Header - The headline must summarize in just one sentence the message you want to convey with your press release. Be clear and specific. Let your readers know exactly what the press release is about. Don’t make your header too long.
- Intro - The intro, also called lead, allows you to briefly give the most important information. Try to answer the following questions in the intro: Who? What? Where? and When? After reading the intro, the meaning of your message should be clear. The rest of the press release text is meant to provide more details and background information. Keep the intro short, about 30 to 70 words max.
- Body text - A press release must be rollable. This means that the first paragraph contains the most important information while the last paragraph is about the least important content. This way, readers can easily gather the information you really want them to absorb. At the same time, it allows you to substantiate the news topic and underpin some claims with the right arguments if necessary. In the body text you can try to answer the questions Why? and How? You can further elaborate on the news topic. You can mention the news topic once again, give more explanation and background information and place the information in the right context.
- Boilerplate - A press release boilerplate at the end of a press release allows you to give a brief description of your company and the products/services being delivered. It provides your key business information. A boilerplate is typically around 100 words. It may contain for example: founding year, location of headquarters, offices and/or presence otherwise in certain countries, company certifications, verticals and types of customers being served, as well as a one-liner with the company’s core go-to-market strategy.
Writing is deleting. Avoid duplicate information in your message and take a critical look at your text after writing. The length of your press release may vary a lot, depending on the need for additional details to share. It should at least contain 300 words but if the content is good and to-the-point, if it is of journalistic quality so to say, the press release text could easily contain 1,000 or even 1,200 words.
Using Quotations
Avoid the frequent repetition of certain words. Search for synonyms instead. In your writing style, use the active form as much as possible and write in the present tense. A combination of business information and personal additions can make it a pleasant read but stay to the facts and substantiate any claims with facts when not using quotations.
You can use quotes from the people involved though to bring your story to life. Try to avoid hollow phrases and meaningless superlatives when quoting any persons. For example, don’t state “I’m thrilled we’re announcing this cooperation…” Instead, let the person mention why he/she is happy with the cooperation. In that case, the quote could be something like this: “I’m happy with this cooperation as it allows us to…” Also, don’t slap each other’s shoulders when for example announcing a cooperation. Keep your broadest potential readership in mind. Don’t make it look like an in-company or intercompany message.
Content Marketing on HostingJournalist.com
In light of the power of content marketing for your tech business, here’s your next step when it comes to targeting the global cloud, hosting, and data center industry:
- Opt for a HostingJournalist Insider Membership: Elevate your tech business by joining our global news & community platform, dedicated to the cloud, hosting, and data center sector.
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- Multi-Account Publishing: With an Agency or Enterprise Insider Membership, Business Listings and Content can be managed and published for multiple subaccounts.
- Drive Business Growth: Use HostingJournalist Insider to amplify your brand, reach a broader cloud, hosting, and data center industry audience, and drive growth for your tech business.
Join HostingJournalist Insider today and harness the power of content marketing. To join our HostingJournalist.com global news & community platform as an Insider Member, view our membership packages here.
