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What is a Press Release?

A press release is a written announcement to the media. It announces scheduled events, promotions, awards, new products and services, sales accomplishments, etc.

Examples of a Press Release:

  • Purchase of new dental equipment, such as a 3D CT scanner.
  • Hiring of a new associate to the practice.
  • Non-for-profit event to be hosted by the dentist.

How to Write a Press Release:

  1. Headline:
    1. Initial case: Capitalize the first letter of each word, except for words that are less than letters. Example: Chicago Dentist Hires Oral Surgeon and Dental Laboratory Technician.
    2. Keywords: Draw people to read the press release by using important keywords related to the subject matter. The best headlines draw people and search engines.
    3. Example: Cosmetic Dental Practice Opens in Burr Ridge, IL.
  2. Summary/Sub-header:
    1. Goal: Encourage people to keep on reading your release. Identify a key feature that is going to draw attention.
    2. Length: One paragraph long—two to three sentences.
    3. Example: Smiles Cosmetic Dental opened in Burr Ridge, IL on Saturday, May 25th. John Doe, DDS, opened Smiles after 5 years of starting his first practice in Lombard, IL.
  3. Body:
    1. Place and Date: Start with City, State, (SOURCE) Month Day, Year. Example: Burr Ridge, IL (SMILEHOUND) May 28, 2013.
    2. First paragraph: Covers the who, what, when, where, why and how. Besides the headline and summary, this is your last chance to really clarify the news. The rest of the release provides details and supporting information.
    3. Supporting paragraphs: Give further explanation, statistics, background, and other details to support the claims from the introduction.
    4. Quotes: Mentions from someone within the company or interest gives the press release a human element.
    5. Length: News releases are between 300 to 800 words.
    6. Related links: At the end of the release, include links to the company website to make the reader’s search for information much easier.
    7. Contact Information: Include a name, phone number, email address, and mailing address for the reader’s reference to seek out more information.
  4. Writing Rules:
    1. Write in third person: Use he/she, him/her, his/hers, it, they, them, their/theirs. If you find yourself using I, we, me, us, my, mine, our, ours, you or yours, you’re not writing in third person.
    2. Use active voice: Construct the sentence where the subject “acts.” To compare active and passive voice, active is constructed like “Timmy likes the dentist,” whereas passive is constructed like “The dentist is liked by Timmy.”
    3. Proofread to check for grammar: Grammar rules can be reviewed on sites such as grammarly.com or grammarbook.com. Poor grammar usage could potentially affect your credibility.
    4. Do not use all caps: This is a red flag for spam or an advertisement. Using all caps also looks very unprofessional and will most likely be ignored.
    5. Clarity and readability: Transparent writing is important so that the reader can understand as much as possible.
    6. Hyperlinks: On keywords, a related hyperlink will optimize the release. Readers should not be misled by a link that does not match the keyword.
    7. Factual Information: Avoid embellished writing and just stick to the facts.

What is an Article?

An article is a written work via print or online. Articles can feature news, research results, academic analysis or debates. They can appeal to the general interest, like daily newspapers, or to a niche market, such as dental magazines, etc. The main purpose is to educate the reader.

Examples of an Article.

  • Dentist’s advice on how to prevent gum disease.
  • Information on new technology in dentistry.
  • Comparing and contrasting different teeth whitening options.

How to Write an Article

  1. Headline:
    1. Keywords: Mention keywords related to the subject matter or hot trends that are newsworthy.
    2. Attention-getting: A well-written headline will draw a reader to the article.
    3. Style: Written in an abbreviated style—not in a complete sentence. Example: Brushing Teeth Lowers Dental Health Risk
  2. Byline:
    1. Format: Give name and position of the writer.
  3. Lead:
    1. Goal: Sum up the article. The lead sets the tone and draws the reader to keep reading. This is the first paragraph of the article and answers the who, what, where, when, why and how questions.
  4. Body:
    1. Content: Details based off of the lead.
    2. Style:
      1. Chronological
      2. Cause and effect
      3. Classification
      4. Compare and contrast
      5. List
      6. Question and answer
    3. Quotes: Mentions from someone within the company or interest gives the press release a human element.
  5. Conclusion:
    1. Style: End with a quote, descriptive scene, a play on the title or a summary statement.