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[PR] Summarized points on how to write a press release.

press-release-point
This article can be read in about 12 minutes.

Introduction.

I am developing ” Mia,” a talking cat-shaped robot that speaks dialects

Mia
The talking cat-shaped robot Mia shares sadness and joy with more than 100 different rich expressions. It also speaks in...

I’m going to put out a press release on the press site, but I just happened to read a book I recently read about Amazon, “Amazon’s Strongest Way of Working,” which also included information about press releases, so I thought I’d mention it.

How Amazon recommends writing press releases

The press release (PR) section should consist of two or three paragraphs and should not exceed one page.

More pages and more words will not enhance the reputation of a product or service. The goal is not to show how great a job we have done.

Amazon’s most powerful way of working–Working Backwards

Six components of a press release

  • Header: The name of the product in one sentence at the beginning of the release so that the reader of the release (the customer to whom the product is targeted) can understand it.
  • Subheader: Identify the customers the product is targeting and explain the benefits of using this new product. It should be written in one sentence immediately following the header.
  • Summary: Begin with the name of the media outlet for the release, the name of the city, the date of distribution of the release, and a brief description of the product.
  • Current Problem: Identify the issue that the new product is trying to solve. The key is to present it from the customer’s perspective.
  • Solution: Describe the product in detail and how it solves the customer’s problem. If it is a complex product, multiple paragraphs may be necessary.
  • Comment quotes and purchase instructions: Finally, quote the originator of the press release or a company spokesperson, as well as comments from potential users who find the product appealing. Then, mention that the product is easily available and include a link to a page with more information or a purchase order page.

PR Example of Smart Delivery Box “Melinda

Header: Blue Introduces Melinda, a Smart Delivery Box

Subheading: Melinda, a smart delivery box, enables secure receipt and storage of packages for online shopping and grocery delivery services.

Summary: PR Newswire, Atlanta, GA, November 5, 2019 Today Blue Inc. announced the launch of Melinda, a smart delivery box. Melinda allows users of online shopping and grocery delivery services to securely receive and refrigerate chilled packages.

Current Problem: Today, 23% of online shoppers have had packages stolen from their doorstep, and 19% have experienced damaged groceries delivered.

SOLUTION: With Melinda, you don’t have to worry about your packages being stolen from your doorstep or your groceries being damaged when they arrive. You will be notified as soon as your package arrives. Packed with the latest technology, Melinda is priced at only $299.

Quotes and How to Buy: Lisa Morris, CEO of Blue, Inc. Melinda is a breakthrough product that provides safety and convenience for online shoppers. (Melinda can be ordered from keepitcoolmedina.com, amazon.com, and walmart.com. It is also available at Walmart and other major retailers.

Amazon’s most powerful way of working–Working Backwards

11 points on how to write a press release (Kyodo News, PR TIMES)

I searched for other advice on how to write press releases and found articles from Kyodo News and PR Times that discuss the key points. Templates are also provided for each service subject.

This one focuses on more specific word counts and formatting with respect to writing press releases, compared to the Amazon PR statement writing mentioned earlier.

Regarding the entire press release

  • The number of words should be about 500-1,500 characters, converted to one A4-size sheet (standard: 1,440 characters (40 characters x 36 lines). Ideally, it should be about 800 characters, considering the white space. At most, no more than two pages. If more than two pages are required, supplement them with attachments or other materials.

Title/Headline

  • Around 30 characters

Lead sentence

  • Write 5-6 lines, conclusion first
  • Write with 5w2h (Who, What, When, Where, Why, How, How much) in mind

Body (of letter)

  • Write more details about what you wrote in the lead sentence. Develop the “Why” element in detail.
  • It is important to convey succinctly “What is new information?”
  • For the media, write from the conclusion in the structure of “Conclusion, Ki (background), Sho (main topic), Toshi (development)” (=PREP method).
    • For consumers, a general ” beginning and end” may be more acceptable so that the story can be conveyed more easily. Write press releases for the media and for consumers separately, and tailor the content to the target audience.
  • (Where possible) Demonstrate high relevance to trending topics/current affairs
    • For example, when releasing a new environmentally friendly product, linking it to themes such as renewable energy or sustainable lifestyles
  • Each sentence should be no more than 50 characters and no more than three lines. Sentences should be divided into two parts at the conjunctive particle such as “and,” “but,” etc., and connected by a conjunction (and, but, etc.).
  • Make the content visually readable by utilizing pictures and graphs
    • When introducing a single product, include multiple patterns of images taken from various angles and scenes.
    • If you need to show “movement,” consider posting GIF animations or videos.
  • Avoid the use of internal, industry and side terms as much as possible.
    • If you must use technical terms, annotate or supplement them to make them easier for readers to understand.
  • Press releases are different from advertisements, so adjectives such as “excellent” and “great” should not be used. It is the reporter who decides whether it is groundbreaking or not.

Contact information (for inquiries) (e.g. corporate phone number)

  • Company name, department name, contact person’s name, and contact information (and (if possible) social networking account name)

eye-catching image

  • 1:1.91 aspect ratio, resolution (600 x 315 pixels or higher)
  • Center the part of the image you want to show the most.

Someone pinned a press release eye-catching idea on Pinterest. This one may be helpful.

https://www.pinterest.jp/nomotsu/%E3%83%97%E3%83%AC%E3%82%B9%E3%83%AA%E3%83%AA%E3%83%BC%E3%82%B9-%E3%82%A2%E3%82%A4%E3%82%AD%E3%83 %A3%E3%83%83%E3%83%81

Sample press releases by theme

The following site contains as many as 19 press release examples by theme. It would be efficient to download the press release template for the theme that suits you best and fill in the blanks.

【解説付き】プレスリリーステンプレート集 | 共同通信PRワイヤーの汐留PR塾
プレスリリース作成に慣れないうちは、いざ書こうとすると悩むことも多いのではないでしょうか。本記事では、プレスリリースの構成や書き方のポイント、型となる19種類のテンプレートを紹介します。
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