How to Write A Press Release

So I made my press release a few days ago and now it’s time to show it to you!

First I made a list of words relating to the subject, keywords, if you want to get all technical. “Underwater, photography, lessons, techniques, photos, photographer…” etc.

Next comes the title: a little catchy, a little cheesy, but most importantly, it tells you what it is, includes a few major keywords. “Get your feet wet with Underwater Photography in Vancouver.”

Then a few sentences to describe what it is, giving just enough information to intrigue. “Award winning photographer..” and “a limited number of people will have the chance to learn…” Notice the “limited number of people”- this adds value. You could also say, “space is limited” or “limited time only.” You’ve seen this before, but were you aware of what it does?

And then a list of what the benefits are, what the audience will get out of it. What are they going to learn? What’s in it for me? This also gives you the moment to narrow down your audience. I don’t want people thinking they’ve signed up for bowling lessons!

And then tell them what to do next! They want it, now what do they do? REGISTER!

Final Result:
Get Your Feet Wet with Underwater Photography in Vancouver

Award-winning fine art photographer Josan Pinon reveals the specialized techniques of underwater photography that she has used to create beautiful underwater images and portraits.

How to take photographs underwater
How to handle the variables of water and equipment
How to maximize available light
How to set up composition & poses underwater
A completed portfolio of underwater photographs