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Writing an effective trade press release

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A trade press release is a great and effective way to communicate your business news to other like mind businesses.

Trade audiences are usually targeted to a specific field eg. Retail / catering etc.

As a business, we here at instinct pr have written countless trade releases – but always set aside a decent amount of time to write them and no matter what level, always get a fresh pair of eyes to read through them.

We know you can write the basics but below are a few tips to make it really stand out.

The Heading:

-      The heading is the first thing that journalists will read – get their attention by making it short and snappy.

-      The heading should include the main point of the story.

Tip: Unlike consumer press releases where you can be a bit more creative, trade releases don’t require ‘tabloid’ style headlines. Stick to the facts.

First Paragraph:

-      Now you have their attention, don’t lose it through lots of copy.

-      Reminiscent of your school days it simply needs to include the:

Who, What, When, Where and Why.


-      Trade releases are all about communicating relevant information to your chosen market. If talking about a new investment, state how much is being invested. If quoting an increase in sales on XXX, quote how much the increase has been – and always make it relevant to the story.


-      Where appropriate do use visuals (both landscape and portrait). If the journalist has a space on the page for an image, make sure you don’t miss it just because it’s the wrong shape.

Tip: Make sure imagery used is suitable to the story and ensure you have a high resolution copy (300 dpi) for print use.


-      Include quotes from relevant people that media can use to support your trade story.

Contact Info:

-      Be sure to leave your contact and website details.

Tip: Creating a ‘Notes to Editors’ section at the bottom of the press release allows for you to add your detailed business profile without including it within the main body of the release.


-      Keep releases to a minimum of one-two pages.

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