Creating an effective press release means you are speaking the language of journalists. It requires you to be honest, efficient, factual, and credible. In writing, avoid superlatives. If you present opinions or emotions, they should be attributed, usually as quotes, to a person associated with the story.
A successful press release may prompt reporters or editors to look for additional information. Easy access to follow-up resources should be available. Most journalists are on tight deadlines. After a release is sent, you should be ready to respond to follow-up questions immediately.
The opening paragraph becomes the most critical section. Think of the release as a reverse triangle. The beginning of the opening paragraph should include all the crucial information — who, what, when, where, and why. The body of the release should fill in all the details.
Writing Tips
- KISS 1 — Keep it short. One page is better than two. Short paragraphs are better than longer ones.
- KISS 2 — Keep it simple. Write to a sixth to tenth grade level. Use a short word rather than a long word.
- Mix it up. Use a mixture of short, medium, and long sentences. It’s more interesting.
- Be active. Use active words whenever possible.
- Watch your tense. Be consistent. If you’re writing in past tense, keep it that way throughout the release.
- Be a storyteller. There is room for creative writing. Weave a good tale, make it interesting, and grab attention.
- Use quotes. Quotes convey personal opinion, emotion, or hyperbole that you can’t fit elsewhere in the release.
- Write for multiple media outlets. The release can be picked up by print, broadcast, or social media. For broadcast, include phonetic spelling for names or words that may be difficult to pronounce.
- Accuracy counts. Double-check the spelling of all names, critical details, and dates.
- Include pictures. The best practice is to include one or two high-resolution photos. Even radio stations can use images on social media. Provide full rights and a photo credit — for example: Photo Credit: Mike Kent Communications.
- Contact information. When appropriate, explain how to get involved and where to go for additional information. Give phone numbers or websites.
- Contact list love. Spend time to determine which media organizations should receive the release. If it’s a local story, send it to local media. If it’s national, send it everywhere. Media outlets receive hundreds of releases a day — they get frustrated when they receive material with no relevance to their outlet.
- Consider a PR distribution service. If your contact list is limited, services like PR Newswire can extend your reach. Do your research — costs vary by company, distribution scope, and release length.
Elements of a Press Release
- Letterhead. Use letterhead or a logo from the sending organization.
- Release line. Usually “FOR IMMEDIATE RELEASE” but could be “HOLD FOR RELEASE (Date)” or “EMBARGOED UNTIL (Date).”
- Date. The date the release is sent, not when it was written.
- Media contact. Always include a phone number and email address for media response.
- Headline. One or two lines, centered, bold. Make it grab the reader.
- Dateline. City of origin. The standard rule is to use the full abbreviation of the state — Mich., not MI. Italicize the dateline. (Ex: Traverse City, Mich.)
- Lead paragraph. Who, what, when, where, how, and why. Spend time to make sure the lead is short and catchy. The full explanation of the story fills the rest of the release.
- Body. Fill in all the blanks left by the lead. Paragraphs should flow well together.
- End. Close with “###” centered at the bottom of the release. If there is a second page, use “—MORE—” centered at the bottom of the first page.
- Second page. If needed, start with “Add 1-1-1” or “Page 2” in the upper left, followed by a title.
Is it worth the effort?
This is your opportunity to present your ideas to a large group of people. Yes, it’s worth it.