How to Write Effective PRs

Small Business Copywriting for Effective PRsPress releases (PRs) should be a priority for any small business copywriting team.  These brief forms of content offer a great way to get a quick word out to public about a new product or promotion, as well as to simply spread exposure of a developing brand name.

The potential benefits of PRs are extensive, but only if you are producing them in an effective way.  The most productive press releases will be those that are written with certain guidelines in mind.  Take note of the following qualities and features, and make sure that your PR meets these standards before releasing it!

– A news angle:  PRs should be written like a news story, complete with a compelling topic or perspective.  This will grab the attention of readers and prevent your release from resembling an advertisement.

– Contact information:  The biggest mistake a small business copywriting team could make is forgetting to list current contact info.  Your PR could be turning heads all over the globe, but it won’t do your business any good if no one knows how to reach you!

–  Neutral tone:  A sales pitch may be okay for the landing page of your website, but there is no place for it in a PR.  You can still find ways to toot your own horn, so to speak, but you must keep an objective voice.

–  Length:  Popular PR publishers, such as, will accept PRs anywhere between 300 to 800 words.  The most popular PRs, however, tend to be around 400 words.  This is just enough information to give audiences a clear understanding of the PR, but not so much that they are bored by it.

–  Quality writing:  It is a shame that this needs to be specified, but there are far too many poorly written PRs circling around the web.  Make sure yours doesn’t fit into this category by ensuring that your publication meets grammatical standards, as well as correct spelling.

– Originality:  Another one that should be obvious—don’t plagiarize!

–  Legal accuracy:  This is specific to those businesses that deal with legal matters but important, nonetheless.  Always use a case number, complaint number, court of record, and other detailed information when referring to specific legal cases.

Just remember these guidelines, and you should be ready to start producing effective PRs!

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Serena is a longtime staff writer for Her undergrad is in legal studies and she is currently pursuing an MFA. Her heart is in graphic design and all types of creative expression.

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