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.