Writing Press Releases for Online Use

25 Feb


Self-promotion is an important factor for the success of a business. One way to achieve this is through properly written and promoted press releases.

The first thing you should ask, before writing press releases, is when it is appropriate to use them. A news release can be used, for instance, when you win an award, introduce new products or services, open a new office or sponsor an event. The press release aims to connect with the media and is usually the first expected form of communication with the media.

Writing press releases comes with a number of benefits:

  • Free publicity. If your press release is deemed newsworthy by the editors of the websites you submitted it to, then it may be published, which means free advertising for you.
  • Improvement of your search engine rankings. The more links you have that point in the direction of your website, the better your rankings will be.
  • Keeping your business fresh in the minds of your customers.

To increase the chance of having a story published, make the editors’, freelancers’, reporters’ or journalists’ job easier by presenting the release in a format and style that appeals to them.

Considerations before writing the press release

1. Why the release is being written: to broadcast information, increase business, update target audiences?

2. Who is the audience?

3. Does the press release contain invaluable or newsworthy information that will be used by the target audience?

4. Is there a just cause for release the information that you wish to broadcast?

5. What do you want recipients to take away from the press release?

Overall tone and structure of the press release

1. Content – ensure that the release is grammatically correct and doesn’t contain any spelling mistakes, errors, and sources are quoted correctly.

2. Concise – keep it punchy and don’t use unnecessary flowery language e.g. cutting- edge, revolutionary.

3. Factual – present the information for distribute that is true, correct and doesn’t embellish anything that to be communicated.

4. Objectivity – virtually impossible to do, but refrain from using over hyped quotes from sources as they will be presented as being too biased.

5. Timing – The press release may not be topical, but it may be able to incorporate the release with a more recent news event.


Tara Dalrymple

Busy Lizzie      


BPW Innovative Business Woman of the Year 2005

Finalist in Midlands and West of Ireland Regional LiveWIRE Young Entrepreneur of the Year Award 2005

Finalist in JCI Galway Entrepreneur Award 2006

Listed in Top 40 Irish Female Entrepreneurs: Image Business 2006

Double Finalist Network Galway Business Women of the Year Award 2006

Listed in Top 100 Women in Business by Entrepreneur Magazine 2006 & 2007

Finalist in the Image Magazine Young Businesswoman of the Year 2008

Finalist Network Galway Self Employed Business Women of the Year Award 2009


Busy Lizzie strives to improve our clients’ lives with our time saving services.

Tel: (091) 399950

Skype: busylizzielifestylemanagement

Email: tara@busylizzie.ie

Web: www.busylizzie.ie


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