Writing a Press Release

Press Release Formatting Suggestions:

    Use 8½ x 11-inch paper.
    Use a minimum of one-inch margins on each side of the page.
    Use a Bold typeface for the headlines to draw attention.
    Capitalize the first letter of all words in the headline (with the exception of:  "a", "an", "the", or
         prepositions such as: "of", "to", or "from").  The combination of upper and lower case makes
         it easier to read.
    Complete the paragraph on one page instead of carrying it over onto the next page.
    Use only one side of each sheet of paper.
    Use the word "more" between two dashes and center it at the bottom of the page to let reporters
          know that another page follows.

-- more --

    Use three number symbols immediately following the last paragraph to indicate the end of the press
         release.

 ###

Press Release Checklist¹

Format:
    1-2 pages maximum (400-500 words)
    Inverted pyramid format
    Strong lead (5W's& H:  Who, what, when, where, why, how)
    Typewritten, double spaced, one side of sheet
    -more- at bottom of pages; identifier (slug) on subsequent pages
    ### at end.

Important Items to Include:
    Contact Name and Phone (Be available for follow-up inquiries)
    Release time (Immediate release or embargo with specified time)
    Headline (identifier)
    Dateline (optional; include if location is important)
    Date (possibly serial number if applicable)

Make Your Key Points:
    Near top (first or second paragraph)
    Be sure to include standard (ideal) description of Quester organization
    Work other (positive) points into text
    Avoid overstatement; beware of claims as first, only, unique
    Use quotes to incorporate opinion, subjective ideas, explain rationale for actions.  Avoid trite
        quotes, purge clichés.
    Cite the most appropriate spokesperson for organization.
    In case of bad news, stress actions being taken to rectify.

Write Like a Pro:
    Use clear, concise, vivid language
    Sentences should not exceed 15 words; paragraphs should not exceed 30 words or four
         typewritten lines.
    Follow news style (not advertising style)
    Check for proper grammar, spelling, punctuation
    Provide neat, clean copy
    Distribute on a timely basis, meet deadlines
    Write for the audience
    Proof, proof, proof

Common Problems:
    No news of interest to editor (usually a misdirected release)
    News is buried
    Leads with wrong focus, wordy
    Missing information; fail to anticipate basic questions
    Excessive commercialism (self-laudatory, excessive adjectives)
    Lacks strong angle (Remember key elements of news:  Prominence, Drama, Human Interest,
       Localness, Consequence, Oddity, Topical

Press Release Template²

^{FOR IMMEDIATE RELEASE}

Contact:
Contact Person
The Questers
Telephone Number
Fax Number
Cell Number
Email Address
Web Site Address

Headline

City, State, Date  ---  Opening Paragraph (should contain:  who, what, when, where, why):

Remainder of body text --- Should  include any relevant information your event or organization.  Include
   benefits, why your organization or event is unique.  Also include quotes from
   organization members or, if possible, observations of attendees in the past.

If there is more than 1 page use:

-more-

(The top of the next page):

Abbreviated headline (page 2)

Remainder of text.

(Restate Contact information after your last paragraph):

For additional information or a sample copy, Contact:  (all Contact information)

Summarize event or organization one last time.

The Quester History (try to do this in one short paragraph)

###
(Indicates Press Release is Finished)

^{1 Hallahan Course Resources:  Publicity Primer, http://lamar.colostate.edu/~hallahan/hpubty.htm
2 http://www.press-release-writing.com/press-release-tempate.htm}