Tips for Formatting a Press Release

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There are lots of things that you need to remember when formatting your press release.

It’s an excellent marketing tool and a great opportunity to connect with your target audience.

We offer lots of guidance on how to format your press release correctly.  You can even just go directly to our order form, enter in your headline, body of text, and contact information, and our editors will format and distribute your press release for you!

Remember that your press release needs to remain journalistic in tone.  It needs to avoid gimmicks and exaggerations.  Also the headline should be concise and attention-grabbing.

Let’s have a little fun with this by looking at some examples of press releases that didn’t quite get the job done.

No Thanks, Let's Just Send Press Release

Let’s start with the one below from PR Newswire. As you can see, the language in this press release is very excessive (“one-of-a-kind,” “endless,” “unique.”)  The shameless name dropping of celebrities adds to the overall outrageous tone of the entire release.  Besides, you will notice that the relevant details are vague.  There are so many exaggerations that the basic information of who, what, when, where, and how is difficult to discern. 

The Juice by Energy-X is Hollywood's Hottest New Craze

Pacific Shore Holdings, Inc. (OTCBB: PSHR) today announced the release of The Juice, energy mix by Energy-X. The Juice is the latest and most innovative energy product to be introduced into the energy product arena.

Developed by the company that introduced Energy-X, the instant energizing, sugar free chewing gum and the Energy-X, an infused lip balm, this one-of-a-kind energy mix can be added to virtually any beverage including cocktails and sports drinks. It can easily energize anything imaginable. The Juice is essentially flavorless and odorless when mixed into any liquid concoction, making its uses endless. The Juice has zero calories, no carbohydrates, is sugar-free, and is fortified with 70mg of caffeine and nearly a full daily dose of B12, B6, and B3 (Niacin) vitamins per serving.

When mixed into your favorite spirits or cocktails, the B-Vitamins provide an Anti-Crash / Anti-Hangover effect on the body, which makes The Juice a very unique product. Now you can get that extra boost of energy, and party all night long, drinking your favorite cocktail without the extra calories, sugars or normal energy drink flavors while simultaneously getting a head start on the next day's hangover. 

The Juice, by Energy-X, is currently touring Hollywood backstage celebrity and VIP events, and is not available for sale to the general public.  The only way to try The Juice is to be lucky enough to get invited to an event that Energy-X is co-hosting or sponsoring. "We are carefully selecting nightclubs and high-end restaurants to share The Juice with and will make it available to the general public later in the year" states Matthew Mills, Founder of Pacific Shore Holdings, Inc.  

The Juice made its debut backstage at the sold out Power106 FM Cali Christmas concert this past December, which featured top recording artists Drake, Big Sean and Justin Bieber. It has also had a presence at a Golden Globe Awards celebrity gift suite and will be swinging into Hollywood for some of the Hottest Oscars and VIP parties throughout 2012.

Such exaggeration and lack of clarity are exactly the things that you want to avoid in your press release.

Not quite as extreme, but also prone to exaggerated claims, is the one below from 24-7 Press Release. The entire release reads like an accolade of that particular dentist.  There isn’t really any news here.  This press release is more like a commercial.

Burbank Dentist Offering Advanced Single Visit Crowns

BURBANK, CA, February 12, 2012 /24-7PressRelease/ -- Experienced dentist in Burbank, Dr. Edward Joseph, is committed to providing only the most current, state-of-the-art dental procedures, materials, and equipment to his patients. With the introduction of the practice's newest technology, CEREC, patients can receive a dental crown in just a single appointment.

Burbank CEREC 3D technology combines a camera, computer and computer-controlled milling machine to quickly create a detailed digitized mold of your damaged tooth. CEREC one-visit crowns are natural in appearance, compatible with other tissues in the mouth, anti-abrasive and plaque-resistant, making them a superior alternative to traditional crowns, which often require two or more visits. Restoring a single tooth with CEREC typically takes less than one hour with this Burbank family dentist.

"It's a challenge to stay abreast of the latest dental techniques and procedures," said Dr. Joseph, Burbank, CA dentist. "But its also fun and exciting, and my patients deserve it. CEREC is an exciting new technology. Patients no longer need to wear a temporary crown while waiting for a permanent crown to be manufactured at an off-site lab. A single restoration can be performed in as little as a lunch break right in our office."

This Burbank, CA dentist has maintained his growing private practice in Burbank since 1985, serving multiple generations of patients in the Burbank area. Dr. Joseph offers a wide range of general, family and cosmetic services including dental implants, teeth whitening and Invisalign in Burbank.

New patients can learn more about this skilled cosmetic dentist in Burbank by visiting the practice's website. The new site offers a complete overview of the practice, the staff and the services offered, such as Burbank dental implants and new CEREC. Additionally, patients can visit the website to request an appointment, download new patient forms or access educational resources related to dental health from a comprehensive dental library. Even after regular office hours, patients can access the information they need for improved dental health.

Dr. Joseph's commitment to outstanding patient care combined with his passion for advanced dental techniques, such as new CEREC crowns demonstrates why this Burbank, CA dentist is the leading provider of dental care in the area. To learn more, visit

About Edward Joseph DDS: Dr. Edward Joseph has maintained his growing practice in Burbank since 1985. He is committed to providing only the most current, state of the art dental procedures, materials, and equipment to his patients, focusing on cosmetic dentistry. Dr. Joseph is an active member of the American Dental Association, California Dental Association, and San Fernando Valley Dental Society and also continually stays abreast of the latest dentistry techniques by attending regular continuing education courses.

Remember that the purpose of a press release is to report news.  Stay away from any language that is overly descriptive or sounds like you are selling something.  Remain focused on relevant, newsworthy facts.

A great headline is also key!  Avoid a headline that sounds like this one from PR Web.  To begin with, this headline is much too long.  If you lose your audience before you’ve finished your headline, then you don’t stand a chance.  Also the language in this headline is highly sensationalistic and does not lead your audience to believe that there is a relevant news story here.

Jersey Shore Star Mike "The Situation" Sorrentino Signs with Serious Pimp

Snoop Dogg and Bishop Don “Magic” Juan welcomed Jersey Shore’s Mike “The Situation” Sorrentino to the Serious Pimp board to support the company’s rapid growth. With its unique blend of hip hop style and MMA-attitude, Serious Pimp has taken a dominant position in the world of clothing, sunglasses, and accessories; and plans to bring their west coast flair to the east coast through The Situation’s wide reaching mass appeal.

“We’ve expanded our presence rapidly in markets across the country and overseas,” said Serious Pimp Founder and CEO, Damian Kutzner. “The Situation’s swagger, attitude, and confidence resonates with the Serious Pimp image. We’re very excited to welcome him to the board.”

The Situation’s first task is to expand Serious Pimp’s clothing line by adding his own line of custom clothing, sunglasses, and accessories.

“Certainly we believe Mike is an exceptional talent and is more than able to bring west coast style to the east coast; and subsequently bring his confidence, attitude, and personal style to Serious Pimp,” said MPS Entertainment CEO Marc Sorrentino. “We’re very confident we’ll be able to blend the two coasts and bring them together through fashion.”

“I’m very excited to unveil my Serious Pimp clothing line to the public,” said Mike Sorrentino aka The Situation. “My company, MPS Entertainment, has worked very closely with Serious Pimp to develop a line that captures the style and confidence that is my trademark. Being ‘The Situation’ means that confidence cannot be bought and certainly cannot be thrown away. The new clothing line embodies the look of a Serious Pimp; it looks good and feels great on you.”

MPS Entertainment CEO Marc Sorrentino also noted that Mike “The Situation” Sorrentino recently came out with a club hit that included Fatman Scoop, DJ Class, and Disco Fries. Given the caliber of hip hop artists on Serious Pimp’s board there undoubtedly will be some new sounds emerging from this Serious Pimp and MPS Entertainment business collaboration.

Serious Pimp’s line includes sunglasses, accessories, and clothing that blend the hip-hop style of Snoop Dogg and Tha Dog Pound with MMA attitude. Serious Pimp recently partnered with several large retail stores across the United States, the UK, Australia and Japan.

You also don’t want a headline that immediately loses your audience with industry-related jargon like one from 1888 Press Release.  Remember that your target audience is the media, not coworkers or professionals in your field.  Keep your language simple and clear.

ZyXEL ventures into 2-Bay Media Server with the Launch of NSA221

Indianapolis, IN (1888PressRelease) December 05, 2010 - The first 2-Bay media server of ZyXEL India provides an enhanced online "Package" management where advanced users can easily choose their preferred applications online, saving the storage capacity for applications and offering you the real-time application software support per the needs. The intuitive user interface integrated with the media player facilitates creation of a music playlist, which can be played on the background for photo slide shows.

•Centralized media server for multimedia streaming
•zPilot™ for media auto-classification with easy drag-and-drop
•Online auto-upgrade firmware service for quick feature enhancements
•All-in-one backup solution to protect valuable user data

On this occasion, Mr. Rishi Samadhia, Vice President, Operations, ZyXEL India said, "Maintaining our niche in the Indian market, we at ZyXEL believe in giving our customers an ultimate experience for their home and business networks. ZyXEL is proud to launch NSA221, its first 2-Bay media server in India. It is a visible example of ZyXEL's widening approach as it supports multiple server technologies for multimedia sharing. The combination of various exciting applications like iTunes server, SqueezeCenter, personal blog and photo album server for PCs, laptops and Squeeze Boxes makes it a must have for every techno freak."

The zPilot™ file auto-classification function of NSA221 enables you to easily store and manage media files through simple drag-and-drop operations and check the upload status of data transmission. The online auto-upgrade firmware service enables the immediate download of latest firmware from the ZyXEL Web site for on-the-fly feature enhancements. To overcome slow and disrupted downloading, NSA221 features a BitTorrent client with supports to the high-speed DHT (Distributed Hash Tables) mode and TCP/UDP tracker protocols. Through NSA221, one can establish the FTP server and manage the access authorization for it. The auto-upload function can automatically upload files stored on the NSA to FTP servers; an efficient way to update multiple FTP servers simultaneously and share files with friends and family.

Mr. Pinaki Chatterjee, Executive Director, Business Development, ZyXEL India said, "We always focus on delivering advanced and innovative technologies which can satisfy the growing market demands. Keeping pace with the changing requirements, we keep experimenting and our latest product NSA221 meets our set standards as it caters to the customers specific needs, alongwith being extremely pocket- friendly."

After subscribing to RSS feeds and adding links to NSA221, the built-in RSS client enables the NSA221 to automatically download the latest digital contents, such as TV programs, Podcasts and sharing files by subscribing to the RSS feeds. Newly updated photos and videos stored in the NSA221 can be automatically uploaded to flickr and YouTube.

Providing a complete set of backup solutions for home and SOHO users, the advanced functions such as data compression and synchronization also optimize the bandwidth and time for data backup processes with better performance. The intelligent "Copy/Sync" button makes it even easier to copy to or from external USB storage devices, card readers and digital cameras. In addition, the "Backup Planner" provides you with instant and scheduled backup services from the NSA221 to other ZyXEL or external USB mass storages.Saving on electric bills and providing better environmental protection, the NSA221 consumes less power without compromising performance. Compared to traditional PC storage which normally consumes 200 Watts, the NSA221 consumes 80% less power.

About ZyXEL:
Founded in 1989 and set up in Taiwan, ZyXEL is now the leading provider of complete broadband access solutions for service providers, as well as business and home users. ZyXEL solutions boast the latest, hottest networking features such as Triple Play, Quality of Service (QoS), Network Security and Network Management. Both corporate and home users can take advantage of ZyXEL products and services to enjoy high quality, versatile media applications in a secure and manageable networking environment.

ZyXEL's Indian operations started from 2006 November and now are the leading force in the Telecom and Service providers offering unparalleled support and cutting edge technologies in India. Our growing presence in India through our direct offices and representations in leading cities such as New Delhi, Mumbai, Bangalore, Chennai and Hyderabad further boosts the confidence of our customers. ZyXEL India is going from strength to strength through partnership, through technical innovation and through our partners.

What happens to press releases like these?  Reporters just ignore them.  Thousands of press releases are issued each day and reporters don’t have time to read and report on all of them.

Make sure that yours stands out as professional, flawless, and attention-grabbing by writing it well and formatting it correctly.

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