Writing an Effective and Concise Press Release

          Writing an Effective and Concise Press Release. In the early days of the telegraph, one never knew how much time they had before being "cut off" and the reporter had to tap out the most important point of the news story first. Also known as the reverse pyramid style of writing, the headline became a thoughtfully crafted caption that not only informed the readers of an important issue or event, but seduced them into reading and wanting more.With the informative summary style of the reverse pyramid, the press release follows suit with similar characteristics for effectiveness and value.
1. Write a Bold and Authentic Headline that Grabs Attention
          Refrain from puffery, over-zealous adjectives and use common language that avoids confusing the reader. Use genuine, crisp content that informs your audience such as:
· An online entrepreneur has just completed his 590th website design!
· Another satisfied customer for the President of the United States
· Finally, a dietary supplement that can honestly help with weight loss

          Notice the name of the entrepreneur, the reason for the President's satisfaction and the name of the dietary supplement has been left out? Although this approach may not always be appropriate for a press release, this effect does make the reader want to know who, what, when and where this press release takes them and may propel them to read on.
2. Introduce the Body with the City, State and Date
          The lead of the body should expand on the information of the headline that was withheld such as:
As a website creator for over two decades in Seattle, WA, Roberto Geraldo reached the pinnacle of his success on February 4, 2014 with an accomplishment of almost 600 website creations.
The Rest of the Body is Concise, Compact and Brief
The bulk of the content in the body should contain short sentences that do not create a choppy effect of text. Limit your paragraphs to two or three paragraphs or bullets for easy skimming and a smooth ride for your readers. For example:
"With a plethora of experience on most every genre that can be imagined, Roberto Geraldo of New World Navigations is prepared to design your next website or add pizzazz to your existing site today. With brilliant color, sleek design and video streams that promote your specific business, you can trust the creations of Geraldo. Call New World Navigations for more information now."
In addition, your press release may announce a certain project by Geraldo, the opening of a new website design business or an important event that New World Navigations has completed for charity, a well-known company, or a review of satisfied customers. Wherever your press release premise takes you, ensure you focus on the facts and include who, what, when, where, why, and how.

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