A good advertising and PR agency is going to know how to write a press release. It will know what presses the buttons of readers and people who are potentially interested in your products and services. It is up to the agency to make your product, service or you newsworthy. If they can do this, then people are going to find the material interesting and your message will stick in the mind of the readers - your potential customers. 

 

A well written piece is going to get a business a lot of free advertising, so you need to make sure that your agency is able to grab the attention of the reporter and/or journalists who will put the news story together. The copy that they write for you should grab someone’s attention and not let go.

 

In the lab products industry, it is very important to reach the right media and provide a mix of good product highlights, technical content and the main unique selling points.

 

A compelling headline is one of the most important components of rock solid press release writing. If the agency comes up with a weak title you are not going to be able to get the exposure you deserve.

 

You want to make sure that the writing is tight and to the point. You want the who, the what, as well as the when, why and the how. It should not get sales pitchy and it should tell your story in the third person. Writing in the first person should always be avoided. By all means add quotes from the Director telling people how this product made a difference to a customer (as a case study) but don't over do it!

 

The main portion of the piece should expand on the details of your news and this is where quotes can also be used - these are sometimes used to give the copy a little bit of personality. Great press release writing can really bring a business to the next level.