Developing
Documents & Content > MARCOM
(Marketing & PR Communications) > Press Releases
Writing
Press Releases
A press release is a (candidate) news story written by a
firm for distribution to the media. The purpose of a press release
varies
from announcing new products, services, and business activities,
to introducing the hiring of a new employee. It is not advertising
in the classic sense, i.e., there is no hard sell involved
although there is a more subtle intent to reach the prospective
buyers.
The press release is sent to media program directors and
editors in the hope it will be used in news coverage or printed
in magazines and newspapers. There is no control over whether the
release will be used, when, in what form. The editors can use it
as is, rewrite or cut it, adapt it as a part of a larger story,
or ignore it entirely. In writing a press release it is important
to remember that to gain attention the release must deliver news,
not a warmed over advertisement. Editors quickly recognize the
ad pitch and treat it accordingly.
Press releases are an excellent resource for the media and
a low cost means of getting the word out. Yes, editors do use press
release material in quantity so this assuredly is not wasted time.
When a release is picked up the result is free space in publications
that might otherwise have cost thousands of dollars. Perhaps more
important, it will have greater credibility than a paid advertisement.
Tips
For Press Releases
1. Be clear and accurate. Use specific descriptions and
terms for the product or service. What you say matters more than
the format.
2.
Include that important contact information so the media and
editors can reach the appropriate people.
3.
Date the release, or use the term “For Immediate Release.”
4. Allow space between the release information and the headline
so the editor can insert notes.
5.The headline is critical – It must sum up your story.
6.
The lead-in portion of the release must tell the who, what,
when, where, why, and so what. Make sure it has the guts
of your piece !
7.
Include any credits if there are attributions to others.
8.The main section of the release is where the additional
facts go that support the lead. Avoid the superlatives, compliments,
etc. Facts and news information.
9.
The release should be held to a single page, no more than
two. If using a second page, put “More” at the bottom
of the page to tell the reader.
10. Include contact information for the product if appropriate.
11.
If you submit photos, type a photo caption and attach it
to the back of the photo with tape.
12.
At the end of the release type – END –, or ### after
the last line of text.
13.
Keep it simple, direct, newsy. Forget the rest.
Example Press Release and Template
Download
in PDF format - ExamplePRTemp.pdf
Download
in MS Word Template .dot format - ExamplePRTemp.dot
