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The Art and Science of Writing Press Releases

Updated on October 21, 2017
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Stephen Bush is a consulting and career training expert. He is the CEO and Founder of AEX Commercial Financing Group.

Business Writing Involves Both Art and Science
Business Writing Involves Both Art and Science

Blending Art and Science in Press Releases and Business Writing

Contemporary business writing offers an impressive array of practical examples that illustrate how the diverse worlds of art and science can be effectively combined. In particular, an effective press release requires both artistic and scientific skills to “make it work.”

For example, both readers and search engines are likely to devalue business writing (such as press releases) that does not include appealing (and informative) graphics and video content. However, entertaining visual images do not replace the need for a press release writer to observe basic scientific principles as well. In today’s evolving digital marketplace, the underlying science for press releases currently involves a challenging combination of search engine practices, persuasive writing, strategic planning, marketing and business psychology. How many business owners and managers are prepared to juggle all of those balls capably?

If you’re looking for business writing tips about press releases and other specialized written content such as white papers and proposals, the following Hub sections will get you started on your journey:

  • Suggested Press Release “Rules”
  • Why Organizations Often Overlook Business Writing
  • Business Writing Questions That Need to Be Asked
  • How Long Should an Effective Business Proposal Be?
  • Helpful Quotes About Business Writing

Easy-to-read is hard to write.

— Pam Zollman
Inbound Marketing and Press Releases
Inbound Marketing and Press Releases

10 Suggested Press Release “Rules” to Observe

One of the recurring difficulties when business owners and managers write a press release is knowing what to do and how to do it. With this in mind, here is a short list of recommended rules and guidelines to follow:

  1. Remember Google: “No Follow” (aka nofollow) links
  2. Insist on Original Content
  3. Include an Image and Video
  4. Avoid Misleading Claims
  5. Use Third Person Viewpoint (she, he, they)
  6. Limit Length to 500 Words or Less
  7. Explain the “5 Ws” in the 1st Paragraph
  8. Avoid Unnecessary Links
  9. Choose the Best Time = 8 am to 11 am (Most Cases)
  10. Avoid Monday, Friday and Weekends (Usually)

Search engine guidelines are constantly evolving — a classic example of “A Work in Progress.” Unfortunately, some of the practices observed by Google and other search engines are subject to interpretation (or misinterpretation in all too many situations involving business writing and press releases). When writing a press release, you will need to blend common sense with published guidelines for linking practices. For example, the current prevailing wisdom is to use “nofollow” (aka no follow) links in a press release. Why? In part, because Google says so.

But this is where common sense comes into play. The primary purpose of a press release should be to inform the public about new products, services and business activities. Links are truly a small part of that strategy — and either “Follow” or “No Follow” links will accomplish the mission. By using “nofollow” links, however, search engines are likely to treat your press release with a little more respect when search engine results are calculated.

Achieving success with concise press release content is frequently an easier mission to accomplish by including such visually appealing items as relevant videos and textual graphics. Keep in mind that many readers of press releases will "scan" instead of reading everything from start to finish. A short video and graphics with textual information should convey all (or most) key points contained in the press release.

If you aren't sure about the "Five Ws," here they are — (W)ho, (W)hat, (W)hen, (W)here and (W)hy. Here is an example (released October 11, 2017) that complies with all of the above "rules": Press Release Example.

Writing is easy. All you have to do is cross out the wrong words.

— Mark Twain
Content Research and Inbound Marketing Strategies
Content Research and Inbound Marketing Strategies

Improving Press Releases and White Papers

Why Do Organizations Overlook Business Writing?

If you are not treating business writing with a high priority, you are not alone! Here are eight of the most common reasons that business writing is frequently overlooked:

  • Insufficient Awareness of Specialized Business Writing Strategies
  • Unwillingness to Pay for Business Writing Help
  • Don’t Realize That Business Writing Help Is Needed
  • Not Enough Time
  • Resistance to Change
  • Not Sure What Needs to Be Done
  • Lack of Business Writing Skills
  • Failure to Ask the Right Questions

If one or more of the above descriptions applies to your organization, you have just discovered an effective way to improve your results — by paying more attention to high-quality business writing.


If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.

— Red Adair
More Questions?
More Questions?

8 Business Writing Questions to Ask

In both personal and business settings, questions can be more important than answers — this is precisely why "Asking the Right Questions" is so critical. Here are eight examples of questions that should be asked about press releases and other forms of business writing:

  1. Should “Free” Press Releases Be Avoided?
  2. What Are Unsolicited Business Proposals?
  3. How Can Business Writing Skills Be Improved?
  4. What Is the Most Effective Length for Business Communication?
  5. What Are White Papers and Extended Articles?
  6. Why Are Unique Images and Videos More Effective?
  7. How Much Does High-Quality Business Writing Cost?
  8. Are Your Competitors Using Case Studies and Extended Articles?

The truly dangerous thing is asking the wrong questions.

— Peter Drucker
Practical and Cost-Effective Content Writing Solutions
Practical and Cost-Effective Content Writing Solutions

How Long Should an Effective Proposal Be?

The answer in a surprising number of cases — one page.

How much can you really say in one page? Depending on spacing and font size, one “traditional” page can typically range from 200 to 400 words — although a “digital page” on the Internet is frequently much longer. With numbers like that, you must clearly choose your words very carefully. This can be a difficult assignment even for the most experienced writer.

Of course, a similar mindset is also advisable when preparing an effective press release — as noted above, press releases are usually most successful when restricted to a maximum of 500 words (and shorter is frequently even more effective).

By the way, some press release sites will limit you to a shorter version anyway. A limit varying from 250 to 500 words is imposed on several sites. In a few cases, you can still publish a longer press release on some websites by paying additional fees. But I recommend that you take the self-imposed hint: Keep your press release short and simple.

Writing is the best way to talk without being interrupted.

— Jules Renard

Case Studies and Extended Articles

7 Quotes to Remember About Business Writing and Press Releases

When managers and employees are striving to balance multiple priorities, it can be difficult to remember what is truly important. This balancing act is often easier with the aid of a memorable quotation — here are seven that can help to reinforce the ongoing importance of business writing:

  • “I’m not a very good writer, but I’m an excellent rewriter.” (James Michener)
  • “You write to be read. That is the bottom line.” (Jane Yolen)
  • “You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” (Lee Iacocca)
  • “Writing is seeing. It is paying attention.” (Kate DiCamillo)
  • “Good writing is clear thinking made visible.” (Bill Wheeler)
  • “The most valuable of all talents is that of never using two words when one will do.” (Thomas Jefferson)
  • “The single biggest problem in communication is the illusion that it has taken place.” (Peter Drucker)

Both search engines and business clients have rapidly devalued the everyday use of short articles that are not informative.

— Stephen Bush
Thanks for Visiting The Art and Science of Writing Press Releases. All images provided under End User License Agreement to Stephen Bush
Thanks for Visiting The Art and Science of Writing Press Releases. All images provided under End User License Agreement to Stephen Bush

© 2015 Stephen Bush

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