5WPR media relations

So you have some big news to share? A press release is a great place to start. With so many outlets available for online distribution, both paid and free, as well as local options, it’s almost a necessary component to sharing any news with the public both locally and across the world. Use our tips below to make sure your press release stands out in a crowd.

Quote An Authority

Quote someone who is an authority to add a level of interest and third party credibility.

Use a Catchy Title

State the main event in the title but hint at the excitement and severity of the news. Without knowing the specific news or reason for writing a press release, it’s hard to give specific advice on what to make the title. Make yourself sound bigger than you are and don’t underestimate your accomplishments. Give yourself credit for your accomplishments.

Share Why/How it Benefits Your Audience

What’s in it for them? The average consumer or reader will want to know why your subject is important news. Chances are you were awarded something prestigious or are now offering new services to the public. Give them a reason to want to support you. If there’s no benefit to the public, offer an incentive or sale in celebration of your achievement. It’s another way to get people into the store and keep you on the top of their mind.

Keep it at the Perfect Length

Press releases have a tendency to sway on the side of being extremely brief or being way too long. Research and our experience shows that an ideal press release is about a page long, or about 500 words. It’s long enough to offer substantial content worth reading but short enough to ensure readers stay engaged and read all the way through.

Format it Professionally

Mimic the way the big guys do it. Have a title, a few sentences on the overall topic and then start the press release with the month, year and town/state of where the news occurred. Then have 4-7 shorter paragraphs of your news totaling to equal the perfect length formula. A disorganized press release accomplishes nothing and may actually make your business lose credibility from those looking to publish it.

Press releases can be a valuable source of gaining the traction you need to succeed and spreading the word regarding your services or awards. It puts your business one step closer to becoming a household name in your community or worldwide.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.