This document provides guidance on writing effective press releases in 3 sentences or less. It recommends press releases be single spaced and one page only. The first paragraph should include a brief summary and quote. Lastly, it outlines the key components of a press release, including contact information, headline, dateline, body, and concluding call to action.
2. A press release is a statement
prepared for distribution to the
media.
3.
4. Writing Press Releases
• Single double spaced page
• One or two sentence paragraphs
• 1st pp: by-line & brief summary
• 2nd pp: include usable quote
• Concise, sparse tone
• Last pp: states who actor is
• Conclude w/ contact information
5. What to Write
•Company Letterhead
•PRESS RELEASE
•Contact person
•Date of release
•Title
•By-line
•Text
•Contact information
6. Writing a Press Release
•Decide why you are writing a press
release and determine your focus.
•Keep it short and to the point. Usually,
press releases are no more than one page
•Print the words "FOR IMMEDIATE
RELEASE" in the top left-hand margin in all
caps. Follow this line with relevant contact
information: name, title, address, phone
number, e-mail address.
7. Writing a Press Release
•Create a headline and center it in
bold type just above the first line of
the body of the press release.
•Headlines typically highlight the
most important, significant or
shocking fact in the release.
8. Writing a Press Release
•Create a dateline – the first line of
the body of your press release –
•Include the city where the release is
generated and the date
•. LOS ANGELES, CALIF. - January 1,
2000
•Make certain the first paragraph
includes all the vital information: the
where, when, why, what and who.
9. Anatomy of a press release
• When to write a press release
– Company-related news
– Product updates
• Who to send it to
– Research appropriate editorial contacts
• How to send it
– As e-mail, pasted into the body
– As a letter
11. Anatomy of a press release
• Title
• First Paragraph
12. •Include some tantalizing peripheral details or
facts to spark curiosity in following paragraphs.
•A good press release not only informs but also
teases.
14. •Wrap up the last paragraph with a "for
additional information" line, a place to find
more details. An annual report or a Web site
can be great sources of information.
15. Center these marks, " # # #" or "-30-",
at the bottom of the page to indicate
the end of your release.
16. •Print your release on high quality paper
•Use a good laser or inkjet printer.
•You only get one chance to make a solid first
impression.
17. Tips for Press Releases
•Press releases are written in block style, so no
paragraph indentation is necessary
•Have an objective person read your press
release and tell you whether he or she would be
interested enough to read a newspaper story
about it. If not, consider going back to the
drawing board for a rewrite.
18. • Send your press release to the reporter that
covers the area you are targeting instead of a
managing or senior editor.
• Often, this will turn into a story much faster.
