A Quick and Easy Guide to Writing Press Releases
How to Write a Press Release for News Outlets, Publicity, and More
Jun 30, 2009
Organizations large and small share the following in common: they all need and desire good publicity. The most effective way to garner favorable publicity is to develop a positive image in the media. This can be accomplished by writing and distributing press releases to print, television, and web-based media outlets.
The Seven-Section Format of a Press Release
- The words "For Immediate Release" appear at the top of most standard press releases. This phrase alerts the reader that he or she is reading a media release, and that the writer would like to have his or her release published as quickly as possible by news outlets.
- Contact information that should be used by parties wishing to inquire further about the news in the press release. The contact information is usually clearly labeled with the word "Contact," and will typically include the name, address, phone, e-mail, and website of the person responsible for answering the media's follow-up questions.
- A headline in bold print. The headline should provide a clear overview of the information found in the article. It is okay to write a catchy headline, but misleading or unclear headlines should be avoided.
- Three to four well-written paragraphs of information. (In most cases, four paragraphs of informational text is considered a "long" release). The first paragraph should lead with the organization's city, state, and the date of the release. Those three items should appear in the same line as the first paragraph of text, and should be enclosed in parentheses. The first paragraph should also feature the most important details in the press release. The remaining paragraphs should each include four to six sentences of additional details about the subject. It is common for the third and fourth paragraphs to include quotes from prominent members of the organization or from the subject about whom the release is written.
- A final paragraph comprised of five or six quick facts about the organization. This paragraph usually includes the date the organization was founded, a one-sentence summary of the company's mission, and one or two noteworthy details about the business. It is acceptable to italicize this paragraph.
- Contact information. This section is used to restate the URL, and contact person's e-mail address, and his or her telephone number.
- Three pound signs (# # #). This is done to symbolize the press release's conclusion.
The Dos and Don'ts of Writing a Press Release
It is important to remember that press releases are written to inform journalists and other writers. Most journalists prefer media releases that are concise, objective, free of spelling errors, and written with grammatically correct sentences. Reporters often ignore press releases that read like sales pitches or are difficult to understand.
Statistics and quotes should be properly attributed to their sources. Newsrooms are busy places; editors won't spend time fact-checking incoming media releases. They will, instead, refuse to publish the story.
Writers should consult the Associated Press Stylebook (also known as the AP Stylebook) for the proper format of a news article, proper abbreviations, and an up-to-date listing of politically correct terminology. Doing so will ensure that the press release is written in the format used by most news outlets.
These guidelines will help organizations of every size to produce press releases that will inform readers and generate interest.
