How to Design a Professional Press Release

A press release is a way of informing the media and the public at large of an event. Whether you are an author publicizing the release of a book, an artist debuting paintings or sculptures, or an organization announcing a not-for-profit event, a press release is a way of self-promotion to create interest in something newsworthy.

While placing an ad in a newspaper can be quite expensive, a press release is free of charge and reaches a wide audience when sent to newspapers, radio and TV stations. Ready to learn how to design a professional press release?

What to include

1. Write "FOR IMMEDIATE RELEASE" in all capital letters in the upper left hand corner of the page. Underneath, write your contact information: your name and title, your address, phone number, email address and website URL.
2. Give your press release a headline and center it in bold letters. This headline is important-it's the first thing the editor will see-so put some thought into it. Don't limit yourself to merely "New Book Release" or "Exposition of Paintings." Tickle the readers' curiosity. Whether a headline is informative, shocking or brings a smile to the readers' face, its purpose is to grab their attention.
3. Start the body of the press release with the place in which the release was created and the date; for instance, NEW YORK, N.Y. – Month, Day, Year.
4. In the first paragraph give the bare bones of the event: the date, the location, who you are, what it is you want to draw attention to, and why this event is important.
5. The second paragraph should give some deeper details about the event. For a book release, say what prompted you to write about this particular subject, the audience the book is intended for, and include little teasers of the text or plot. For a not-for-profit event, explain why the event is being held. Are you organizing a fashion show to create awareness for an animal shelter that needs money for food and medical expenses? Is your church holding a car wash to raise money for a new roof?
6. Wrap up the press release with "For more information, please contact...," and include the appropriate information. This could be a phone number, email address, website or any other place where the media and the public can find out more about your work, event or other news.
7. Consider including reviews or testimonials from customers or "blurbs" from anyone well known who has offered a quote about your work or the event. Don't ever be too shy to do a little name-dropping.
8. Mark the end of your press release with the characters "END" or "###.' That assures editors that they aren't missing any pages of information.

Delivering the release

If you are planning on hand-delivering your press release or sending it via snail mail, use a quality laser or ink-jet printer along with high-quality paper. Email is much more convenient, but be sure to select the appropriate recipient. Newspapers, radio and TV stations often have a department or individual who handles press releases on certain topics. If you email (or otherwise deliver) it to the wrong person, it may not end up in the right hands. Editors get dozens of press releases every day.

Designing a professional press release isn't something to take lightly. You only have one chance to make a first impression when you introduce your product, service or event. Make it count.

Finally, no matter how well you design a professional press release, it may not make it into print or on the air. Less space than ever is available for local items like these, and editors usually have to leave some out. To increase your chances, wait a day or two and call the recipient to follow up. Offer to answer any questions or supply additional information or photos (then do so immediately). Be gracious if they suggest incorporating your service, product or event into an article that mentions several others. Any publicity is usually good publicity.