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Writing an effective trade press release

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.

Stats:

-      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.

Images:

-      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.

Quotes:

-      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.

General:

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

www.instinct-pr.com

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