Press Releases in the Renewable Energy Industry

The buzz is about energy. Press releases in our industry get attention. Search engines index them, newswires notice them, and publications spread the word. The key is writing a good press release.

Professional.
Gimmicks, strange fonts, jokes -- statistics suggest they do not work. Keep it crisp, clean, and professional.

You're not selling, don't advertise.
If your press release reads like an advertisement, you'll get a call from the ad department. This is intended to be news. Interesting and informative works.

Keyword Rich
Your press release is going to be on the web and search engines are going to index it based on the words used. Use words that people interested in your product or service use when they are searching on the internet.

Interesting!
Journalists don't want to put their readers to sleep. Tell them something cool, something they didn't know, something they want to tell their friends.

Short
Imagine that words are quarters and you're so cheap you won't even tip your hat. If you see an adjective, consider killing it.

Know to whom you are writing
Different editorial departments want different information. Journalists tend to specialize. In a perfect scenario, you are on a first name basis with everyone you send the release to and every release is different. Know as much as you can about the publications, the editor, and the department. Often, you'll want to send out several variations of releases to different types of publications.

Soft and Hard Releases.
A 'Hard' release is about important information, usually somewhat dry, that is interesting and informative. A new technology, a merger, a major installation. Hard releases are for the head. Soft releases are for the heart. They are about people, animals, accomplishments.
Hard Releases use the past tense. Soft releases are in the present tense.

Visual Appeal
Your release needs to look good. First impressions need to attract the reader -- pull them in. Short paragraphs, judicious use of bold, italics, and highlights that destroy a flow. Bullets are often nicely framed by a brief opening and closing sentance. Clean Margins. Crisp graphics when appropriate.

Time Tested Techniques
Who, what, where, when, and how - always worked, always will.
Basic structure: a) opening para makes three points, b) three points discussed, c)closing para re-iterates.
StoryTelling: The Scene, The Twist, The Key.

When the teacher brought her dog to class, her kids crowded around to shower the animal with affection.

"Anyone notice anything different about the dog?" she asked. The kids looked puzzled "He's blind." she said.

With the help of the products at HandicappedPets.com, Kathy Barton of Velma OK was able to...

Be accurate
Be truthful and accurate. Don't exaggerate or make up numbers. Journalists can usually smell a fake. If you are caught in a little white lie, future releases may be ignored, too.

To view professional press releases updated daily, go to: PublicityInsider.com and clíck on the "Press Release Gallery"

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