Does the thought of writing a press release make you cringe? Fear no
more! After you have read this article, your press releases will flow
from your fingertips….. well, maybe not, but you will have learned the
basics of how to write a press release. Check out our other PR tips
article with some great ideas.
Press Release Definition
Let us begin by reviewing what a press release is. By definition a
press release is simply a statement prepared for distribution to the
media. The purpose of a press release is to give journalists information
that is useful, accurate and interesting. Get it? Useful, accurate and
interesting, it is that easy.
Press releases are in all actuality ‘cookie cutter’. Once you get the
hang of writing them, all you have to do is fill in the blanks.
Press releases conform to an established format. Journalist receive so
many press releases a day, they have set standards and expectations that
you must conform to just to have your release read, let alone
published. If your press release is printed ‘as is’, without changing
even one word, then you know you have conformed to the journalistic
standards of that particular medium. “Write on”, you’re doing a great
job!
Press Release Format
Title
The next essential component of the press release is the Headline or Title. It should be centered, and in bold.
The heading of the press release should capture the journalist. The
title of the press release should be short and snappy, and hopefully
grabbing the attention of the journalist and impressing them enough to
read on.
Content
You are now ready for the useful, accurate and interesting BODY of
the PR. The body of the press release begins with the date and city for
which the press release is originated. The body of the press release is
very basic; who, what, where, when and why. The first paragraph of the
press release should contain in brief detail what the press release is
about. The second paragraph explains,in detail: who cares; why you
should care; where one can find it; when it will happen. Also, included
in the second ‘informative’ paragraph is generally a quote that gives
the release a personal touch. Touchy-feelies go a long way with
journalists. Press releases and news stories are boring to journalists
without a ‘human interest’. The third and generally final paragraph is a
summation of the release and further information on your company with
the company contact information clearly spelled out.
The content of the press release, beginning with the date and city of
origin, should be typed in a clear, basic font (Times New Roman, Arial,
etc.) and double-spaced. If your press release exceeds one page, the
second page should indicate ‘ Page Two’ in the upper right hand corner.
Journalistic standards have set basic parameters to define the end of a
press release: ###. Three # symbols, centered directly underneath the
last line of the release indicate the end of a it.
The next time you are tasked with writing one for your company, have
no fear, the basic rules are clear: useful, accurate and interesting
information portrayed within the set journalistic guidelines.
Press Release Examples
Here is some press release examples for different industries. Feel
free to use them as you like but you may not sell or redistribute them.
If you are missing any industry please contact us and we will fix new
ones.
A press release that was published ‘as is’ by two local media outlets
that you may use as a reference to the materials outlined here. Good
luck! Write on!
Checklist
- Company Letterhead, Name, Address, Phone Number, Web Address
- PRESS RELEASE in all caps
- Contact Person’s Name
- Immediate Release or Release Date(all caps)
- HEADLINE or TITLE in BOLD/CAPS
- BODY-Date/City-who,what,when,where and why.
- Catchy Text
- Sum it up…
- Basic Font, Double Spaced, Page Numbers, and ###
- Action Plan/Calendar
Hopefully, once your biz has really considered the above, your marketing affect will be noticeable. Good Luck!
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