5. Keep it short and sweet

The ideal length of a press release is around 400-600 words. Write it too short and you might leave out important points in your story. On the other hand, if your article is too long, chances are the readers won’t finish it. Resist the temptation to include every piece of information possible- things like your company background or other additional details can be included in the boilerplate at the end of your article.

6. Keep your audience at the moment

Emphasize what your company has done (or is doing) instead of focussing on its future plans. Try to use the present tense as it can vividly describe the situation and instil a sense of excitement.

7. Avoid redundancies and clichés

As mentioned above, a press release should be succinctly written, so it’s important that every word in your writing should be there for a reason.

Redundancies and clichés unnecessarily prolong your writing without adding any value. When editing your article, look for the redundant phrases you might have overused and replace them with new, creative ideas. Online cliché and redundancy checks like ProWritingAid^[5] or Cliché Finder^[6] can be of great help.

8. Back it up with stats

Your release should be a presentation of facts rather than a series of biased remarks. Use relevant statistics to support your claims. Select interesting statistics if possible. These statistics should come with proper citation so as to ensure their credibility.

9. Use quotes smartly

Quotes should be added for insight from an expert or a spokesperson of your company rather than for sneaking in more information. They should serve to convey your key message and cleverly promote your business image.

10. Include imagery   

Images help readers visualise what the release is talking about. Points to consider when selecting a picture are its relevance to the main content, quality, size and ownership (if it does not belong to your company). You might even want to go as far as to create your own infographic that supports your writing. According to the Muck Rack and Zeno Group^[7] survey, 49 per cent of journalists said that they would have more interest in a press release if it contained an infographic.