A press release is news.

When writing one, use the easy news story formula of Who, What, When, Where. Which order these W's come in depends on their importance.

You've just written a book in your area of expertise, on the art of likeability. The title is The Likeability Book, an absolute must-have for salespeople, entrepreneurs, businesspeople, politicians, job seekers, spouse seekers — just about everybody in the known universe.

You are selling it in e-book form, downloadable for $49.95 on your website.

Following the W formula, the most important news in this release is the What, which is a new book is being released. It is new, so it's news.

The When is now. Or in a month, if you're signaling its availability early.

Who in this case is you, the author. If the author is a well-known celebrity, that info would come first: "Barack Obama releases his new book today, The Likeability Book: How I Made It to the While House."

Where is on-line. The is an e-book, available only at barackobama.com.

You can add to the Who, What, When, Where formula with other info, like the price of your product/service. Or a Why — why should anyone be interested in this gem?

But be careful here and everywhere else. This is a press release, not a Super Bowl commercial or any kind of commercial. It's a news story.

Avoid bombastic and avoid pretty much all adjectives. Do not write, "Barack Obama releases his fantastic new book on likeability today, called The Likeability Book: How I Made It to the White House. It is a must-have for everybody in the known universe."

Instead: "Barack Obama releases his new book on likeability today, called The Likeability Book: How I Made It to the White House. In it Obama reveals his secrets of likeability that can be used by salespeople, businesspeople, spouse seekers, etc."

Keep it short, keep it simple, keep it non-bombastic and just present the facts. Let the reader decide if your news is fantastic, if your product/service is a must-have.

One more thing: because they attract attention, a photo is almost always a good idea. Of you, or your product/service if it lends itself well to a photo or other type of image.

Thanks Jerome:
This is a great start to the Press Release Forum. I'm delighted that a press release writer with your experience is here on Recognized Expert. I know that every member of the Recognized Expert community can benefit from your knowledge and experience on this subject. Thank you.

When you get a chance, will you post and evaluate an example of a great press release for us see? This topic is so very important to anyone trying to position themselves as the expert in their field. Thanks again Jerome for making yourself available to our community.

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I love this post! Thank you for sharing this!

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Jerome,
Great post, I really appreciate you taking the time to explain what a press release is so well. This should help all kinds of people write their own press release.

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yes, you really make it easy by sharing your tips and ideas here. it is nice that you discussed it step by step and easy to understand.

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Thank you for this information with as it will help in future for work in press release.please give more this type of tips and idea.

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Thanks a ton for info. Will be really helpful for all members. It will be helpful in future. Thanks again for providing valuable info.

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