Writing a
Press Release
By George
McKenzie
The following free press release outline
should be considered a guide only, and it should mainly be used
when sending a hard copy release by mail or hand
delivery.
Online press release formats are somewhat
different, and they're covered elsewhere on this website in
other articles.
There's no such thing as an official press
release outline, although there are some general guidelines you
should follow. The key elements of any press release, online or
offline, are largely the same.
Everyone in the media who gets bombarded with
press releases--often dozens a day--will agree on one thing
about a press release outline. you should keep it
simple.
Unfortunately, trying to write a simple but
attention-grabbing press release is not always that, well,
simple. It usually takes some thought, some creativity, and
some ability to work within accepted guidelines to write the
kind of press release that will get action from
journalists.
A basic press release outline
1. It often (but doesn't necessarily)
include up to three elements
A) The actual announcement (The
"news").
B) Background/Bio on the company or the
person the release is about...but only as that person
relates to the "news" in the release. Don't include
irrelevant credentials in an effort to impress. Stress
availability and schedule flexibility when possible, and
include a testimonial from a credible and recognizable
source if you can.
C) A "Frequently Asked Questions" page.
This is a service some reporters will appreciate but others
will totally ignore. Don't be offended if the questions
aren't used. Print journalists tend to be especially
guarded about using questions supplied by someone
else.
2. Format of the press
release
A) Spacing:
Double-spaced is best.
B) Content:
Upper left corner should include one
of the following:
For Immediate Release
For Release On or Before (Date)
For Release (Date)
Upper Right Corner:
For Further Information,
Contact:
Name, Phone Number (including
cell and pager)
****These things are standard to the
industry. You tip yourself off as a neophyte if these basics
aren’t there.****
3) Headline of the press release
If it doesn’t grab attention, it will be the
entire release will probably be ignored. A headline should be a
"tease," similar to those TV news "updates" you hear--they tell
you a little, but leave a lot of questions unanswered. They
want you to come back later and get the answers to those
questions.
a) Try to make the headline one of the
following:
* Mystery-creating,
* Compelling
* Exciting
* Off-beat
* Shocking:
* Avoid clichés and catch-phrases
Remember reporters, producers and editors are always
asking "WITM and WSIC"
WITM: What’s it to me
WSIC: Why should I care
4) Body of the press release
* First 3-4 sentences should summarize
the story.
* Direct-and-to-the-point in 15 seconds or less
* “Elevator Talk” How would you tell the
story to someone who's riding up an elevator with
you?
* Insert bullet points and talking
points.
E) Quotes and Credentials: (optional but
sometimesextremely helpful)
* What are other people saying about the
subject of the news release?
* What are the credentials of the subject
of the news release?
Press releases and media kits
Often it's appropriate to include a "media
kit" along with the release. Media kits put "meat on the bones"
of a news release. Bigger companies usually have PR or Media
Relations Departments that grind out this stuff, but if your
company is smaller, or your company is JUST YOU, here are
basics you should include:
***A professionally produced photo. Don't
splurge on 8X10's. Wallet size is okay.
***A short bio helps. Stay away from
resumes or "CV's."
***Any tip sheets or white papers you've
authored can be helpful, but don't be miffed if they aren't
read. Reprints of any articles you've published add to your
credibility.
***NEVER ask for "publicity." Always ask
for "coverage."
One last note: get in the habit of referring
to your release as a "news" release--not a "press" release. It
seems like a small thing, but some radio/TV people get picky
about it, and it helps to be be aware of that.
These are very basic guidelines.
A woman from Magid Research in Iowa, a top TV
consulting firm, once told me, “There are no dull stories. Just
dull approaches to interesting stories.” To learn more about
how to craft a press release to be appealing to the media,
click on publicity hot buttons.
Getting your story on the air or in print is
usually just a matter of figuring out how to make it
interesting to a large number of people, and communicating that
through a news release.
Browse other websites releated to press releases by
filling in the search box below
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