How to Prepare for a Press Release

A press release can be an effective marketing tool for new products and services.

A press release is a written document that provides information to the news media for the purposes of sharing information, research or special events. When used by businesses, press releases promote products, ideas, new companies or events to address the needs and wants of consumers. News outlets make decisions about whether or not to inform the public about information presented in press releases. Information contained in the release should have important implications or broad appeal to be deemed newsworthy. Carefully preparing a press release by adhering to simple guidelines can increase the chance that a news organization will take the information and turn it into a story.

Things You'll Need

• Copy writer

Instructions

1. Carefully choose a date for the press release. A release should be timely and therefore closely tied to a product's launch date or the date of an event. A press release is meant to prompt a consumer to take action like make a purchase or attend a contest.

2. Create a list of items to include in the press release. Make a list of everything that you would like to include while keeping in mind that some of it may need to be cut down to fit the press release format. Write down all important information, being careful to check the spellings of names and places. Make sure that any addresses, times, dates or phone numbers are correct.

3. Open a word processing document and prepare the general outline of a one-to-three page press release. The sender's name and contact information should be left-justified. A centered, boldfaced headline should appear under the contact information. Lines should be single-spaced and double-spaced between paragraphs. After the last paragraph of the release, include your company's boilerplate. A boilerplate is two lines explaining your company and its mission. Double space after the boilerplate and include contact information a second time. After the contact information, hit the space bar and include a line of number signs (#). This indicates the end of the release. Save this general template in case you decide to make changes or write another press release at a later date.

4. Draft the press release. Create a headline that grabs attention. Headlines should be one line. Each word should be capitalized and should contain an action verb. Be creative and keep it to one sentence. Do not use exclamation points in headlines.

5. Write the paragraphs of your press release. Be sure to use the inverted pyramid method of writing, which requires you to keep the most important, eye-catching information in the beginning of the piece. Include the important facts such as the who, what, where, when and why of the press release in its first few paragraphs. The other paragraphs should contain additional details such as statistics, endorsements or quotes from experts, government officials, celebrities, key staff members, customers or the public. The final paragraph should restate and summarize the key points.

Tips & Warnings

• Be sure to write using third person point-of-view. Don't use pronouns such as "I" or "You". Pretend to be a reporter and provide the facts to the reader.

• Carefully select the news organizations you plan to send your release to. Select general news outlets if applicable or choose publications that are directly related to your company's trade or industry.

• Be sure to maintain factual accuracy in your press release.

• Keep press releases as short as possible. One or two pages is best. Be succinct and to the point.

References

• Netpreneur: The Ten Elements of an Effective Press Release; Krista L. Mohr; 1997
• Webwire: Press Release Format Guidelines
• Bill Stoller's Publicity Insider: How to Write a Great Press Release
• Nuclear Age Peace Foundation: How to Write an Effective Press Release