The truth is…press release writing contains many rules that add time and energy to the task. Here are just a few of those rules:

Headline – Creating a headline is not only about making it interesting enough to grab someone’s attention in a newsworthy fashion. Writers must also consider words that can drive visibility on search engines, such as the company’s name and industry-specific terminology.

Subhead – The subhead should give more details about the headline without repeating it. More industry-specific language or the company’s name should be included if it was not used in the headline.

First Paragraph – The first paragraph should answer the questions of who, what, where, when, and sometimes even why. Writers must also keep in mind that if an editor cut and pasted only one paragraph, this will usually be the one. All relevant information must be there.

Formatting – Many editors still look for specific formatting before giving the release much attention. Proper press release formatting is spelled out in two main style guides: The AP (Associated Press) Stylebook and the Chicago Manual of Style. Choose one and stick with it. Those who fail to follow the rules stated in one of these books could keep your news from reaching your customer’s eyes.

SEO – Search engine optimization is becoming increasingly important for companies that want to maximize their visibility on the Internet. The best approach is to find a balance that delivers your news clearly, but that repeats key words and phrases with some regularity.

Links – All press releases should include links to your company’s web site, and to customer names, project titles, and any other relevant information.

Older News – Wherever possible, current press releases should reference news from a prior press release. If any editor did not run with the former press release, she might pick up on it in the current one.

Boilerplate – The boilerplate offers a place to get corporate facts across, as well as a place to tie a company to reference customers, partners and even investors. It may also contain unique selling propositions. Some companies have boilerplates for products, too. If you are issuing a release about a new customer, or a partner, it is customary to include their boilerplate as well.

Brand Message – If the company has corporate messaging, it is important for writers to carefully weave that messaging into the press release. This can be done in the main body of the release (especially the first paragraph), the quote and sometimes even the boilerplate.

Length – Some distribution services charge extra if the press release exceeds certain word counts. Good writers can keep the release concise and focused on one topic and help their clients save money on distribution.

This is by no means a complete list, but hopefully it gives you an idea of the complexities involved in press release writing. Feel free to add your comments, or add to the list if you’d like.