Press Release Writing Standards: Third Person, Simple Words, Short Length
Considering standards in preparing a press release means you are acting smartly.
Never use the pronouns "I" and "we" in written language of the press release. You must use third-person pronouns.
After writing your press release, reread it and check it for writing errors and editing issues.
During the review, put yourself in the audience's shoes and see how much your writing is comprehensible for them. A common error in writing a text is repeating various sentences and concepts. While rereading, remove the repetitious points.
Put a headline for the lead. An example would be, "New iPhone launch". In the following section, put the content of your press release and then add a short conclusion. Insert an image related to the press release under the conclusion. At the end, write down your company's information (Media Contact). In the contact information, put email address and phone number of the person who is supposed to be your media liaison on behalf of the company so anybody can contact the corresponding director in the shortest amount of time. For the companies which are at the beginning of their work and aren’t known and recognized among the media, it is better to provide a brief explanation about the company's work before writing the contact info. This can be titled, “About the Company”. You can then go on to write the Media Contact.
The whole press release shouldn’t be more than 500 words and mustn’t be longer than a page.
Use simple font and diction in your press release. Avoid applying unfamiliar and high-level expressions because the audience will experience difficulty in communicating with it. Your objective of writing a press release is to convey a message to the audience, using difficulty words or too much technical jargons will get the audience confused. Your press release is not for you but your audience. Your audiences are sometimes, say, physicians and you have to use technical terms, but in other cases, writing a prosaic text will stop you from achieving your goal, and if you state ordinary matters using a difficult language, you will lose the audience.
Use techniques of story writing in composing your text to receive better feedbacks on your writing.
Consult with SEO experts so by making the necessary changes, you can prepare a text that suits search engine optimization. These changes must be applied on the version sent to the online media, and the version for the print media can be formulated differently.