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11 Do's & Don'ts When Writing Press Releases For New Products

These guidelines show how to write a press release for a software product, for example, a shiny new CRM application.


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Press Release Do's

To prepare the press release, include the following details:

  • Offer a FULL evaluation product to reviewers.
  • Full web address to download the software - don't just give your main web address and assume that user will manage to find the download file.
  • List the key product features in order of significance - don't include all and everything. Be selective in what you choose to emphasis.
  • Details of all system requirements and other notable points.
  • Links to additional information, such as white papers and datasheets.

Press Release Don'ts

Avoid including the following with the press release.

  • Don't include any superfluous material relating to other event or products. Stay focused on one single topic.
  • Don't phone the journalist to see if they have received the email. Most will find this an intrusion or an annoyance. Email them to confirm that they received it and suggest that if they need any more information to contact you.
  • Don't attach large photographs with your email.

Instead, offer a URL where they can download product shots and other images.

Keep your online library up-to-date. Remove outdated staff photos. Don't link to websites that no longer exist.

You will lose credibility if a journalist follows a link in your press release and gets the dreaded "404 File Not Found" error message. Check that all links work!

In every press release, always include your:

  • Name, Position, Telephone and Email address
  • Publish the press release on your website as soon as possible.
  • Include the date and links to other sites where the product is reviewed.

PS: Writing a press release in the Internet Age is no different than print media. However, the technology used in different. To make sure that you've made the right impression with the journalist, check that all items referenced in the press release are up-to-date, accurate and accessible.

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