Write Press Releases Like a Pro

Press releases, sometimes called media releases, are brief announcements or information distributed to media sources about events in your company. There are some basic ingredients necessary. The following checklist provides a recipe for successfully putting together a press release that editors will notice - and publish.



1

Contact Information. In the top right corner of the page, include the date and, directly below, type, "For Immediate Release" (if the release announces an upcoming event, you may put, "News and Photo Opportunity" instead). On the next line, include a contact name and phone number.



2

The Headline. In 10 words or less, summarize the main point of your story. Grab the reader's attention with strong, dynamic wording, but keep it short and to the point.



3

Opening Paragraph. This first paragraph must contain all the salient information of the story: the "who," "what," "when" "where," "why" and "how." Sometimes called a summary lead, with good reason, this paragraph must summarize the press release, because sometimes it's the only portion that will get published. And, for good measure, it must be written to capture the attention of your audience, which includes the editor.



4

Second Paragraph. The second, and possibly third, paragraphs of the release should explain and expand on the basic statements made in the first paragraph. The release will be edited (that is, shortened) from the bottom up, so this information should be relevant and concise, as well. Avoid jargon and buzzwords - they only irritate editors.



5

The Quote. After the initial explanatory paragraphs, you may wish to include a statement by someone in the company who is involved in the story. This is a useful device in that a quotation can express opinions and make value statements that should be excluded from the rest of your factual presentation. Generally it comes from the president or someone higher up in the company.



6

Additional Paragraphs. You may include supplementary information and quotes, but know that most of it will be cut before publication. Be judicious, but use the space if necessary to fill in background and facts. This information just might be the trigger that compels the editor to follow up on your story.



7

Last Paragraph. This should be descriptive of your company. Although it most likely will be deleted from the published release, again, it is information that may convince an editor you're worth a second look.



8

The Bottom. End the release with -30- or ###.



9

Photo. If you have a photo available, send it, making sure you first obtain permission from any people in the photo. Be sure to include a caption with the first and last names of the people and what the photo is depicting.