3. What is a press release?
• a press release is a written communication
directed at members of the news media
announcing something newsworthy
• they are mailed, faxed, or e-mailed to
assignment editors at newspapers, magazines,
radio stations & television stations
5. Effective press release writing
key issues
• all about persuasive communication
• news story format
• editors trash outlandish promises - "the best
ever“ "one-of-a-kind”
• very specific formats for writing press releases
6. "press release" letterhead
• top left-name organization, address, phone
number, and method to reach you, such as fax
and e-mail
• top right-"News Release", "Press Release".
• standard letter size (8" x 11") or legal size (8" x
14") paper
7. Press release format
• should read "For Immediate Release“ today's
date or "For Release on ...“ date to be
released
• same line, on right margin, type "For more
information, contact:“ & name of person
available for questions from media
8. Text
• brief summary of topic or the release
• follow "Who, What, Where, When, Why"
• this may be your only opportunity to get
attention
• good press release follows an inverted triangle
• needs to begin with the most important
information
• next paragraph should contain slightly less
9. Text continued
• detailed data in the middle and below
• designed to transmit facts
• opinions should be expressed in quotes
• usually sent via fax
• type "###" on the first line after your text is
completed to denote end
• if release goes over page, type "MORE" at the
bottom of the first page
• retype the title and the date on page two ∴ no
question which release page 2 goes with
10. Text cont.
• don't write release from own viewpoint
• grab the attention of the reader
• write what would interest them
• focus on what the public pays attention to!
12. Headline
• 10 words or less
• need to grab the attention
• should summarize the information in the
press release, exciting and dynamic
• think of it as a billboard
• must stand out!
13. Opening paragraph
• sometimes called a summary lead is critical
• explain - who, what, when, where, why & how
• must summarize the press release, with the
following paragraphs providing the detail
• must contain the hook: the one thing that
gets your audience interested
15. The body
• use inverted pyramid, most important
information and quotes first
• inverted pyramid used so that if editors need
to cut the story to fit space constraints, they
can cut from the end without losing critical
information
16. Closing paragraph
• repeat the critical contact information,
including the name of the person, his or her
phone number and/or email address
• make sure information is newsworthy
• tell the audience why they should continue to
read it
• start with a brief description of the news
• distinguish who announced it
18. Hints & Tips
• avoid fancy language
• deal with the facts
• provide ALL contact information
• have something with substance
• know who you're writing to
• know lead times
• monthly magazines - lead times of 2 to 4 months
• don't annoy with follow-ups
19. Hints & Tips
• keep your database up-to-date
(editors/journalists)
• get names right
• update your web site with the "news" before
sending your release
• do not call editors on their free phone
numbers
21. Press release exercise 1
• Using the internet research dance artists
basement jaxx
• create retrospectively a press release for their
‘raindrops’ single
• Use the aforementioned format
22. Press release exercise 2
• prepare a press release for your forthcoming
show
• you must determine the angle of the release
• think closely what to include & stick to the
format discussed
