If writing press releases intimidates you, relax. Press releases are simple to format and write. Once you've written one, you'll realize the process is easy to follow and is not difficult.
When is a Press Release Necessary?
You'll want to create a press release when you want to get a statement out to the media. The purpose of a press release is to generate PR by giving journalists something interesting and/or useful as the base for a story.
What Does a Press Release Look Like?
Press releases are written in an established format. It's essential that your press release conform to this format or journalists will ignore it. It's easiest to communicate the format through an actual press release, so we've provided a sample press release below for your convenience.
Press Release Formatting
Now that you have a visual format to refer to, you're ready to learn about the basic formatting of a press release.
You'll want to make sure your press release is printed on company letterhead so it is taken seriously. If you are writing a press release for an author or someone without company letterhead, see if you can get special letterhead made specifically advertising for the person being represented.
Use Times New Roman or Arial 12-point font and double space the text.
The words PRESS RELEASE should be typed in all CAPS and in bold at the top center of the page.
The contact information for the company should appear next.
If the release needs to be released immediately, write FOR IMMEDIATE RELEASE in all CAPS on the left hand side, above the press release title.
Next, type the headline or title of the press release in all CAPS and bold, centered.
Under the title, type the subtitle in normal font.
Next goes the body of the press release, addressing the date, city and important details such as who, what, when, where and why. Make sure the body is catchy, interesting and informative.
The last paragraph should be the boilerplate if you need to use one, meaning a block of standard text you may use repeatedly at the bottom of most of your press releases.
After the boilerplate, type # # #, which is the symbol announcing the end of a press release.
Essential Content of a Press Release
A press release should be useful, informative or entertaining (or all three of these things, if possible). The release needs to capture the attention of both journalists and the intended audience, so you can't be wordy or bland.
Use the same style of writing used in the newspaper. Don't use "I" or "we" unless you are quoting someone who used those words. Write in third person and journalistic prose.
Make sure you catch your audience's attention from the title and throughout the release. Use the subtitle line to your advantage by further enticing your reader with a juicy teaser.
The first line (sometimes referred to as the dateline) needs to tell the essentials, telling the date, city and then giving a brief summary of who, what, when, where and why the information is important.
The next few paragraphs should be catchy, interesting, highly entertaining or informative. Get your information across as concisely as possible. Press releases should deliver important information such as why you should care, where you can get something and when an event will happen. Make sure your press release is newsworthy.
It's important to get all of the details in a press release right. Check and double check your facts. Make sure you add titles and positions to any quotes of authorities or experts.
If you can, keep your press release to one page. If you must go longer, run no longer than two pages (number page two in the upper right hand corner) and make sure you are only including essential information.
How to Submit a Press Release
Journalists are always hungry for new material, so it's easy to find a place to send your press releases. Determine what media source you'd like to report on your material, and look up the websites of the media sources. Each media source will have online forms you can use to quickly and easily copy and paste your press release into the submission form. You can also fax your press release to the media fax number presented on the website under press release information.
You may or may not get a phone call from the editor verifying information. It's perfectly acceptable to submit press releases to multiple media sources at once.
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