Here are some more tips from PublicitySpark.com to help you craft press release with greater impact. If you missed part one, you can find it here.

Make sure each dollar you spend on advertising goes toward a release that will generate maximum results. Here’s how:

• Beware of jargon.
  While a limited amount of jargon will be required if your goal is to optimize your news release for online search engines, the best way to communicate your news is to speak plainly, using ordinary language. Jargon is language specific to certain professions or groups and is not appropriate for general readership.
• Use active, not passive, voice.
  Verbs in the active voice bring your press release to life. Rather than writing “entered into a partnership” use “partnered” instead. Do not be afraid to use strong verbs as well. Writing in this manner, helps guarantee that your press release will be read.
• Economics of words.
  Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as “added bonus” or “first time ever.” If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise. Make each word count.
• Avoid the hype.
  The exclamation point (!) is your enemy. There is no better way to destroy your credibility than to include a bunch of hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!!
• Get Permission.
  Companies are very protective about their reputation. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. Any dispute resolution will favor the other company, meaning that your press release may get pulled.
• About your company.
  Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history. If you are filing a joint press release, include a boilerplate for both companies.
• Be direct, but do not write from “I” or “we” to “you”.
  Write third-person stating company name, person, or website, such as “OnlinePRBook.com” (instead of “we”) offers assistance to “PR pros, home based entrepreneurs, and small business owners” (instead of “you”).
• You do not necessarily need news to send out a press release.
  You can give opinion on a current issue in the press or your industry. You can give a list of tips or identify trends in your business or industry. This can help establish you as an expert and reporters may look to you when they need someone to interview. Check the Appendices for a template on How-To Press Releases. We find it particularly effective to tie your news into something that is already being talked about in the news. It’s easier to ride a wave than try to make one.   Example: a web site that sells restaurant supplies wanted to send out a press release announcing their new web site design. That’s boring. I did some searching on Google News (searching the term “restaurants” and learned it was Restaurant Week. So I changed the title to be about how the site was changed to be ready in time for restaurant week. We gave some background about the yearly event and linked to a blog post about restaurants to visit then talked about the changes. This made it much more interesting.

Contest! Win one of 5 great prizes from Publicity Spark!

• First Place: The Ultimate PR Distribution List (Value $47)
• Second Place: How to Create an SEO Press Release Ebook (Value $47)
• Third Place: How to use Keywords in Press Releases (Value $37)
• Fourth Place: Social Spark Service (Value $27)
• Fifth Place: Affiliate Marketing for Bloggers Ebook (Value $7)

To enter: Comment below with what has gotten you the best publicity for your business!

Winners will be contacted Friday, September 2nd, 2011.

Hello! We are Ponn Sabra and Janet Thaeler, founders of PublicitySpark.com. Our goal is to help small businesses and entrepreneurs increase their visibility using the online PR techniques we’ve used for ourselves and clients since 2005. Denise has graciously let us take over her blog as part of our six-week Blog Spark Summer Tour. We will share a few of our SEO and online PR tips with you — Thanks Denise!

To make our posts exciting, we’re hosting a contest giveaway on Monday and Wednesday and will announce our winners on Friday. We will also have one grand prize winner at the end of the Blog Spark Tour from all the blogs involved. To learn more about our six-week tour and where we’ll be each week, check out our schedule.

Why are You Making a Press Release?

When you write a Press Release, make sure that you are writing for a purpose, not just to fill your quota. Each section of the release also must be well crafted to capture journalists’ attention in the minimal space you have. Here are some tips on generating quality content in your releases:

• Is your news “newsworthy?
  The purpose of a press release is to inform the world of your news item. Do not use your press release to try and make a sale. A good press release answers all of the “W” questions (who, what, where, when and why), providing the media with useful information about your organization, product, service or event. If your press release reads like an advertisement, rewrite it.
• Start strong.
  Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers’ attention. Do not blow it with a weak opening.
• Write for the Media.
  On occasion, media outlets, especially online media, will pick up your press release and run it in their publications with little or no modification. More commonly, journalists will use your press release as a springboard for a larger feature story. In either case, try to develop a story as you would like to have it told. Even if your news is not reprinted verbatim, it may provide an acceptable amount of exposure.
• Not everything is news.
  Your excitement about something does not necessarily mean that you have a newsworthy story. Think about your audience. Will someone else find your story interesting? Let’s assume that you have just spent a lot of effort to launch a new online store. Announcing your company’s opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. This is old news and uninteresting. Instead, focus on the features of your online shopping experience, unique products and services. Answer the question, “Why should anyone care?” and make sure your announcement has some news values such as timeliness, uniqueness or something truly unusual. Avoid clichés such as “customers save money” or “great customer service.” Focus on the aspects of your news item that truly set you apart from everyone else.
• Does your press release illustrate?
  Use real life examples about how your company or organization solved a problem. Identify the problem and identify why your solution is the right solution. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life examples to powerfully communicate the benefits of using your product or service. If you are reporting on a corporate milestone, make sure that you attribute your success or failures to one or more events. If your company has experienced significant growth, tell the world what you did right. Show the cause and effect.
• Stick to the facts.
  Tell the truth. Avoid fluff, embellishments and exaggerations. If your press release contains embellishments, perhaps it would be a good idea to set it aside until you have more exciting news to share. Journalists are naturally skeptical. If your story sounds too good to be true, even if it is true, you are probably hurting your own credibility.
• Pick an angle.
  Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.

Contest! Enter to win Publicity Spark’s Ultimate Online PR Kit (Value $97)!
Go here to enter.