How to Understand the Key Elements of a Press Release

If you write online press releases or offline press releases, you always hear that you must include the “who, what, when, where, why, and how” in the press release. These are key elements of any press release, but you may not understand exactly what they entail. After reading this article you’ll know exactly what goes into writing a good press release.

Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

• Internet access
• Word Processor

How to Understand the Key Elements of a Press Release

1. "Who" tells people the person doing the action discussed in the press release. The "who" could be the author of a book, the person running a company, someone that just got a promotion. A “who” in the press release could also represent a group or company. The important part of the “who” is that is involves a person or people. Give the name, title, organization or other identifying information.
2. "What" tells people about some type of activity discussed in the press release. It says what’s going on that is timely, newsworthy and what the public needs to know. The “what” could be the focus of the release. Give specific details such as the name of the item or event, theme of the activity, location of the website, title of the book or other pertinent details.
3. "Why" tells the importance or significance of whatever it is you’re announcing. For example, if you’re announcing an event, you can tell why it's being done. It might be to raise money for a good cause, to educate people on a particular topic, or for entertainment. People want to know the significance of what is happening so tell them the why. Give the specific benefits such as whom or what will benefit from the activity and how the participants will benefit.
4. "Where" is pretty obvious but it’s an element that is often forgotten in a press release. You want to tell where the activity or event is happening so people can locate it. Is this an online web-based event? If so, give the URL address of the website. Is the event taking place at a location? Give the street address, city, state and zip code and telephone number.
5. "When" provides information on the timeliness of the press release. This is why releases sent to the press say something like “For Immediate Release.” A purpose of a press release is to release information in a timely fashion. The “when” tells the reader the time that something happened or will happen. The announcement of a website could be in the past tense, while the announcement of an upcoming event will be in future tense. Give the date, year and time details.
6. "How" lets you cover the information on delivery, format, structure of the occasion and other additional details. Use this to tell how readers can get more information, participate in an event or occasion, locate what is needed, get tickets or access or any other details related to making something happen as a result of some action mentioned in the press release.

Tips & Warnings

• Review each press release to be sure you cover the who, what, when, where, why and how.
• Give as much detail as needed to let people take the action you desire from your press release.