How to write a press release

by Volker Weber

I don't know how often I get asked for advice because people don't know how to write a "proper" press release. The answer is: DON'T. Write something interesting instead. Like this amazing piece:

Independent testing by the National Highway Traffic Safety Administration (NHTSA) has awarded the Tesla Model S a 5-star safety rating, not just overall, but in every subcategory without exception.

What makes it amazing? It breaks every single rule of "How To Write A Boring Press Release". And it's full of interesting facts. No fluff, no quotes from somebody people never heard of, no bullshit.

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Comments

"While the exact number is uncertain due to Model S breaking the testing machine" :-)

Gaston Annebicque, 2013-08-25

Of course to write an amazing press release it helps to have amazing facts to back it up.

Scott Hanson, 2013-08-25

Even if you have amazing facts, you can come up with something like this:

http://www-03.ibm.com/press/us/en/pressrelease/40699.wss

Volker Weber, 2013-08-25

Link above used successfully today on marketing people when asked to review a PR for a new(!) exciting(!) solution(!) which is "not available for users before"(!).

They did not immediately understand when I asked them: "Does it break the testing machine?" :)

Matthias Leisi, 2013-08-29

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I explain difficult concepts in simple ways. For free, and for money. Clue procurement and bullshit detection.

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