There is a set format and protocol to writing and delivering press releases. Here are ten steps to help you out.

There has never been a more powerful tool for your organization. Press releases are inexpensive, effective, and quick (and should be painless). These one-page beauties will do more for your organization than expensive trinkets and lengthy schmooze sessions.

They are so simple, in fact, that you might even try to assign someone other than your marketing people to write them. But don’t make this mistake. Instead:

1.) Write only the facts.

For example, if you state that your company “has the best products” that is not factual, but if you say your company “has the largest workforce” you can back that up with actual numbers. If you interview someone and they give their opinion (“We have the best products”) you can state that in the release as long as you make sure this statement is attributed to the individual by quotes or paraphrasing.

2.) The words “Press Release” should be clearly stated at the top left.

This lets editors (who get hundreds of these across their desks) know immediately what the document is. Place your logo at the top right.

3.) Contact information should be clearly stated at the top left.

The contact information can be the person that wrote the release or the person to follow up with for questions. Provide a name, address, phone, and email address.

4.) The date you are releasing the information should come next.

This will help editors and reporters know exactly when the information you’re providing can be used. You can also state “for immediate release” at the top but then make sure to list the date directly underneath so editors know the information is current.

5.) The title of the press release should come next, and be centered above the text of the release.

The type should be larger and bolded. Often editors will sort through the releases they get very quickly and will often forward them to other members of their staff to cover, so an accurate and short title will help them do this efficiently.

6.) Next comes the dateline.

This starts with the city and state the press release is originating from. The city and state are bolded. The opening words of the release (the first few that you want to get attention) are also bolded (but no more than a few.)

7.) The first sentence should tell the topic of the release.

All basic information on the topic you are covering should be spelled out clearly in the first paragraph. Any follow up paragraphs should give supporting information only.

8.) Quotes.

It’s always a good idea to get a quote of some sort. Press releases with quotes are picked up for more often than those without. Make sure the quote adds to the overall message of the press release. Quotes can be as simple as a line or two or as detailed as an entire paragraph depending on the subject.

9.) Closing paragraph.

The last paragraph should wrap up information on the company, and give a final place to get more information (most commonly a website address.)

10.) Ending marks.

The press release should end with “###” or “-030-“. This is a universal marking to indicate the end of a press release.