How to Write a Press Release
Promoting an Organization, Business or an Individual in Writing
Aug 4, 2008
Press releases are a vital element of a public relations campaign for any business, school, organization, individual or group. A press release can spread awareness of a group or organization’s existence. A well-written press release can also promote upcoming events, while also generating interest in the company or group.
Press releases are typically submitted to newspapers, magazines, radio stations, television stations and websites for publication or broadcast. Many publications or other media outlets will often use the press release as a springboard for a more in-depth story or article or the information may be added to a community calendar listing.
Ideally, the information contained in a press release should be published as-is, but a poorly written press release is likely to be edited or ignored all together.
Unfortunately, not every organization or company has experienced public relations and promotions staff on-hand. So many inexperienced writers are left to tackle the task of writing a press release.
The following tips will make for a well-written and informative press release.
- Write a strong lead. The first paragraph of the press release should answer questions of who, what, when, where, how and why. The lead should summarize your main point and the most vital aspects of an event or announcement.
- Use pyramid formatting. When writing for newspapers and print in particular, there is a focus on the “pyramid” style of writing. This involves mentioning the most important facts in the lead, with subsequent facts mentioned in order of descending importance.
- Write in third person. There should be no first person references in a press release. When published in a newspaper, instances of “our” or “us” is interpreted as a reference to the newspaper. A press release that’s written in third person will require a great deal of editing, and in a busy newsroom, the staff often not have enough time to re-write a press release,
- Don’t use terms like “today” or “tomorrow.” There’s no telling when the press release will be published/broadcast, so instances of “today” or “tomorrow” are likely to be interpreted as the incorrect day of the week. A press release that requires lots of editing may be destined for the shredder instead of publication. So instead, refer to specific dates.
- Focus on the future. Newspapers and other media outlets focus on what’s happening right now, or what’s happening in the future. Limited value is placed on event that has already occurred. So sending out a press release after the fact is of little benefit to the school, company or organization, since most media outlets will not broadcast of publish these releases. Instead, write a press release in advance of an event as a way to announce upcoming events and happenings.
- Include contact information. Designate a person to serve as a contact for media and press inquiries. And include the press contact person’s name, phone number and e-mail address, placed prominently at the top of the press release, just below the letterhead.
- Reiterate vital information in the conclusion of the press release. The conclusion should briefly summarize the most vital facts, including ticket information, registration information, deadlines, details on time and place, a location’s address, website address, e-mail address and a phone number to call for additional information.
- Include only vital information. When writing about an event, contest, program, etc., do not provide unnecessary details. Ask, “What will the average person walking down the street want to know?” Generally, a press release should not exceed one page in length.
- Provide background information separately. The body of a press release should focus on the basics of who, what, when, where, why and how. Additional information, like biographical information or the history of an organization or event, should be provided in a separate document.
- Send out updates. When writing about an upcoming event, several different press releases should be sent out as the date approaches. The first press release should be sent out at the time when the event is planned, serving as an announcement. Another press release should be sent out when preparations, ticket sales, registration, etc. begins for the event. A third press release should be sent out about one week before the event occurs. And a fourth press release can be submitted within two or three days after an event occurs.
The key to a successful press release is not only in the format, but also in the timing. Always check with area publications and other media outlets concerning their submission deadlines. And call ahead to find out if there’s a specific person to whom the release should be sent.
The press release should also be submitted in several ways. Submit the press release via e-mail and call to confirm that it’s been received. When sending via e-mail, attach the document, but also copy and paste the contents of the press release into the body of the e-mail.
A hard copy of the press release should also be submitted in person or via the mail.
Related Reading
Visit the Resources for Writers Page for additional articles and tips, including How to Write a Newspaper Article and Google AdWords for Advertising and Marketing.
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