A press release should be used to alert the media of breaking news from a press briefing, the publication of a new report, or any newsworthy event that you care to share with the media and public. Press releases can be used to summarize stories from journal publications or as background information for other events. The idea is to provide the media with a story and enough information to enable the reporter to write their own story based on your release.
1. To The Point
Write the conclusion first. This will bring out the point of your release quickly. If you save the actual story-worthy point for the end, the reporter may never read it.
2. Write a Grabber
Your first sentence or two should catch the reader’s attention. Grab the reader’s attention while simultaneously stating a newsworthy point.
3. The Facts
Include necessary facts that will give the reporter enough to go on to write their own story.
4. Conclusion
At the conclusion of the release you can provide information on your organization’s overall mission statement.
5. Continued On Next Page
If your release is more than one page, indicate at the end of a page that the release continues to another page. This will ensure the reporter has the entire document.
6. Indicate Second Page
Use a “slug“ on the second or additional pages of a release such as “whaling/page 2“ to help keep the release together.
7. Contact Info
Write the release on your organization‘s letterhead and provide visible contact info that is not buried somewhere in the text. This will make it easy for the reporter to contact you.
8. The Right Reporter
Send your release to reporters who are likely to cover your story. Consider what beat would be interested in your story, e.g. education, sports, environment, etc.
9. The Right Outlet
Consider sending you release to various outlets, including but not limited to radio, television, newspapers, newsletters, magazines, etc.
10. Learn From Example
Read press releases from other organizations and companies. Study how other groups design their releases. Press Releases are often archived and available on organization websites.