PRLeap Editorial Guidelines
Note from the Founders
We believe the best press releases are those that a tell a story and use multimedia to engage the reader.
Before you get started, it's important to understand what we look for in a press release. We review all releases to make sure the content is newsworthy, accurate, free of advertising hype or spam, and in an acceptable format.
Thank you for using PRLeap.
- Mario & Merrick
@prleap
Tell a Story with your News
Your press release should be timely, newsworthy and interesting. It should incorporate the following features and qualities:
News Angles
A press release has at least one of the following news angles:
- Timeliness
- Relevance
- Proximity
- Prominence
- Rarity
- Trendiness
- Human Interest
Types of Press Releases
- Announcements
- Special Events
- Spot News
- Response Releases
- Features
Clear News Source
The source of the press release should be clear. Please identify the source in at least two of the following areas: headline, summary or lead.
Valid Contact Information
PRLeap press releases must contain a valid phone number, e-mail address, and website in the contact information.
Legally Accurate
Press Releases referencing legal action or criminal matters must include a case number, court of record, complaint number or other means of documentation that we can verify.
Length
Length matters. Your press release should have at least 150 words, otherwise it will not get picked up by Google News. On average a press release has between 300 and 800 words. The PRLeap word limit is 2000 words.
Grammar and Spelling
First impressions matter. Choose grammar carefully. Your message must be understood by your audience. Your press release should be free of spelling and grammatical errors. If you use industry jargon acronyms for SEO purposes, make sure to include definitions so the average person can understand them.
Structuring your press release
Stick to the format to achieve the best results.
Headline
Include the name of the product or the source in the headline. Use a minimum of 2 words and a maximum of 22 words. Make sure the keywords you are targeting appear within the first 65 characters of the headline. Use active voice over passive voice.
Inverted Pyramid
Unlike a general interest article, advertiorial or essay, start with the conclusion. News stories provide the reader with the most important information first, including the 5Ws (Who? What? When? Where? Why? and How?). Next provide the second most important detail to the least important detail. Finally provide the reader with other general and background information.
The Lead
The lead is the first paragraph of the press release. The lead provides the reader with the 5Ws:
- Who?
- What?
- When?
- Where?
- Why?
The Body
The second paragraph of a press release generally is a quote from a spokesperson.
Tip: Present bulleted lists whenever possible
About Section
This section is generally at the bottom of the press release. It provides the reader with a brief summary of the organization making the announcement.
Style
Voice and Tone
Voice is who the reader hears talking in your press release and tone is the way in which you are doing the writing. Your tone should cater to your audience and match your goals.
For the media
Before, all press releases were written for the media using an objective tone. They were written in third-person narrative.
Example:
PRLeap unveils the new press release
For the people
But today press releases are written for a much larger audience: your customers, fans, and friends.
Conversational Writing
Use a conversational tone to establish a personal connection with the reader. When using a conversational tone, it's important to find a balance between being enthusiastic about your product without being overly promotional. When using a conversational tone, write from a first-person plural viewpoint. The first-person singular should be avoided.
First Person Plural (We love)
This point of view is used to create a personal connection with the reader, while still hearing from the brand instead of just one individual.
Example:
PRLeap is happy to announce that we have…
Solo Practitioners (Artists, Attorneys, Authors, Musicians, etc…)
If you are a solo practioner then your first inclination will be to write in the first person narrative. It's what feels the most natural (the sound of your voice). However, this is counterproductive for you. Your goal is to build your personal brand. You want your press release to be easily found for your name. The best way to increase your search engine visibility is to write about your brand name from the third-person narrative.
Example:
First Person Singular:
My new album is now available for download…
Third Person:
Kanye West's New Album is now available for download...
Active Words, Strong Words, and Phrases
Use active words to make your writing more interesting. Use strong words and phrases that engage the reader's attention.
Content: Do's and Don'ts
The intent of these guidelines are to clarify what we consider to be acceptable use of PRLeap.
Adult Products
Press Releases may not promote the sale or use of adult products or services, including but not limited to toys, videos, publications, live shows, or sexual enhancement products.
Affiliate URLs - Press Releaes should promote only a website with unique content. We don't allow the promotion of:
- Bridge pages - Web pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company.
- Framing - web pages that replicate the look and the feel of a parent site. Your site should not mirror your parent company's or any other site.
Alcohol
Press Releases that promote or reference alcohol must: (i) Comply with all applicable local laws, required or recommended industry codes, guidelines, licenses and approvals.
Back Button
Your site must allow a browser’s ‘Back’ button to work. Links to your website must allow users to enter and exit the landing page easily. Once reaching your site, a user must be able to return to the page where they found and clicked on your link by clicking once on their Internet browser’s ‘Back’ button.
Celebrities
Use of a celebrity's name in your press release, even fleeting references, for commercial purposes is not acceptable without written permission.
Drugs and Tobacco
Press Releases may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco products, or drug or tobacco paraphernalia.
Gambling
Press Releases must not promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are not allowed.
Intent to Harm
Press releases must not contain any content that is intended to harm or exact revenge upon an individual or group.
Link SPAM
Less is better. Limit your link count to 1 per 100 words. Total count to 5-7 per press release.
Multilevel Marketing
Press Releases promoting mutli-level marketing are not permitted.
Pharmaceuticals and Supplement
Press Releases must not promote the sale of prescription pharmaceuticals. Press Releases for online pharmacies are prohibited except that press releases for certified pharmacies may be permitted with prior approval from PRLeap.
Press Releases that promote dietary and herbal supplements are generally permitted, provided they do not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne, ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or questionable by PRLeap in its sole discretion.
Solicitation of Funds
The solicitation of funds is restricted. If the solicitation of funds is promoted in the press release text or occupies a significant portion of your site, the press release landing page should clearly display tax-exempt status such as 501(c)(3) status in the United States, and should state whether the donations are tax-deductible in full or in part. Other countries need to have an equivalent status (must be a registered charity or not-for-profit organization).
However, for the solicitation of political donations, the press release's landing page must clearly state that the donations are not tax-deductible.
Software
Press Releases may not contain or link directly or indirectly to a site that contains spyware/malware downloads or any software that results in an unexpected, deceptive or unfair user experience, including but not limited to software which:
"sneaks" onto a user's system; performs activities hidden to the user; may alter, harm, disable or replace any hardware or software installed on a user's computer without express permission from the user; is bundled as a hidden component of other software whether free or for an additional fee; automatically downloads without PRLeap's express prior approval;
presents download dialog boxes without a user's action; or may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right.
SPAM
Avoid SPAM filters by not using spammy phrases like "CLICK HERE!", "FREE!, BUY NOW!", "AMAZING", USING ALL CAPS, WHICH IS LIKE SCREAMING AT THE TOP OF YOUR LUNGS.
Ticker Symbol
Press Release may only include a third-party's ticker symbol with express written permission.
Weapons and Explosives
Press Releases may not promote the sale or use of weapons, ammunition, or explosives.
Work From Home
Press Releases promoting Work from home, make money on online opportunities, etc. are not permitted.