Juice Factor 5: Do’s and Don’ts of Trustworthy Press Releases

 In Press Releases

In first “The Juice Factor” post, I shared three tips for getting more energy and awareness for your business.

In the second post, Juice Factor 2, I gave you a formula for choosing a press release topic that created a superfood content asset for your business.

In the third post, I showed how you could supercharge your press release with multimedia.

In the fourth post, I revealed how choosing relevant keywords can help the right people find and consume your press release.

In this post, I’d like to share a couple of do’s and don’ts about creating excellent press releases that will help your business energize its business results.

That energy comes from trust.

Trust is the electricity that makes business possible.

Trust makes being in business enjoyable.

When it comes to marketing, press releases are some of your most valuable assets.

You can easily get an excellent press release written for a few hundred dollars.

Once you’d had your press release written, you can publish your press release online for about as much with a high-quality press release platform.

As with all things, however, there are some rules you want to follow to create the best possible press release for yourself or your business.


Press releases are used to announce newsworthy events. That’s what the reader is expecting.

So, a press release isn’t written like an advertisement. It’s written more like a news article.

The press release answers the questions of Who, How, Where, When, and Why.

Without these questions being addressed, your release will be uninteresting and not really worth publishing.

You’ll also want to get a competent writer to write your press release for you.

Your fifth grader who made an A+ in English isn’t going to cut it.

Although you don’t have to be Ernest Hemingway to write a good press release, there’s a certain style, flow, and format that they all follow.

It is much easier to hire an experienced writer than to learn those skills yourself if you don’t already know them.

Finally, you’re going to want to include your website, your social media profiles and pages, and your phone number, or at least a phone number of some sort in the press release.

You do want people to contact you, right?


Accuracy is very important with press releases.

Although according to the industry, a certain amount of hyperbole might be acceptable, it certainly isn’t with press releases.

Try not to use overused, emotional words like “excited!”

That’s a sure-fire way to create a boring, hackneyed press release.

Try for more emotional accuracy, and especially work towards factual accuracy.

Is your product the absolute best?

Normally, that’s debatable!

If you’ve won an award, sure, that’s a factual standard.

But, if you’re just tooting your horn, save that for your ads!

Use the power of press releases to tell your story.

People love stories and people are curious.

They want to know what’s going on.

They want to share the latest news.

When you make your press release newsworthy, you’ll be seen as a trustworthy company to do business with.

Chapter Three of my free book, “How to Use the Power of Press Releases to Get More Business,” goes more into the anatomy of a great press release – what to include and why.

If you’d like a free copy, please click on the book cover below.


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