Proofing checklist for the perfect press release

However, the fundamental basics still have a major role to play – and crafting a well-written press release, case study or article still features highly in our construction PR team’s day to day work. So, in the first of my mini series – what makes a good press release?

Here’s my proofing checklist

• Does the news warrant different versions for different target audiences?
• Is the main USP of the new product, or the main thrust of the news story within the first paragraph?
  • i.e. can someone understand the story and get the key message just by reading the first paragraph?
• Is the focus right? Does is speak directly to the target audience?
• Is there a logical flow to the press release?
  • e.g. have you grouped relevant points together?
  • e.g. does the flow of the press release discuss items in the right priority given the target audience?
• Does the quote add value to the press release? It should demonstrate the key insight, not just repeat the main copy of the release.