Writing a press release is not really difficult. People often think that it's something requiring special skills that only insiders in the industry understand. Because of this they often miss out on one of the best promotional tools at their disposal.

In this article we will examine the structure of a good press release, why you have to remove "you" from your press release, and why you have to give big time to receive even more back in return.

Writing a press release is just a way of telling people that you have something newsworthy to say. It may be the launch of a new product or service, or it could just be a company announcement. Either way it should be a punchy piece without flowery language that will grab and hold the audience it targets.

When you are writing a press release you will start with a headline. This is the most important part of any press release. If you cannot entice the reader in with your headline, you will lose them forever.

Your first reader, of course, is likely to be the news editor of the publication you submit your release to. If he or she hates the headline, you're sunk! It's as simple as that. This is why writing a press release is probably two thirds about the headline, and one third about the rest of the story.

The headline can be followed by a sub-headline. This is not essential, but it does give you an opportunity to expand on the message of the headline. People usually scan headlines, and that includes the sub-headline, so using one does make sense.

Keep both the headline and the sub-headline short and to the point. Pique their interest, make them think, make them alarmed or worried - in short, get an emotional response from your reader and they will be more likely to read more.

The introduction is usually the first paragraph, but it can be two paragraphs if that works better. If your reader likes the headline and sub-headline, they may follow on to the introduction. Once you have them this far, you really need to hold them longer so that they go on to read the rest of the body.

The introduction paragraph can be around 50 words, more than enough to draw in even the most stubborn reader, so use it wisely. Tell them the why of the story. Tell them also the what, where, how and when. Lay your groundwork well, and writing a press release will become child's play for you.

One of the big mistakes that beginners make when writing a press release is making the story all about them, or their company. You have to remove "you" from the press release as much as possible. Everyone wants to know what's in it for them - not for you. Keep your ego out of the release as it has no place in a well crafted piece. Reveal benefits for the reader instead, for that is something of immense interest to every reader.

Writing a press release is not really difficult. You need to understand the structure of a press release and what you are trying to achieve. You need to lay out the release properly, giving the most attention to your headline and sub-headline. Follow on with a compelling introduction, and you will be a master of writing a press release in no time at all.