How to Write Press Releases
When you write a press release that's easy to read, your local newspaper or trade magazine will be more eager to write an article about your business, event or nonprofit organization. Learn how to write a press release and how to use the proper press release format to ensure that your news looks newsworthy.
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Instructions
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Write a Press Release
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Decide what is newsworthy. Even if your company sells the best widgets in New Hampshire, you'll do more damage by annoying the newsroom to notify them of such an un-newsworthy topic. However, if your company was just voted the #1 widget maker by Widget World Magazine, then by all means, you've found an event worthy of a press release. Winning awards, hosting an event, presenting awards, donating a large sum to charity, making an announcement that affects the community, like opening, closing or moving your location, and upper level management promotions for nonprofit organizations are all topics that would fit into a press release format and can be perceived as newsworthy.
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Answer the five w's; Who does this story involve, What is this about, Where will it take place, When will it take place and Why is this happening. Don't try writing an entire newspaper article yourself, no journalist wants to read that. Bring the information down to just the bare bones facts.
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Decide when you want your "news" released to the public. Allow reporters time to write the story and interview secondary sources. At the top of your press release, use the words "For immediate release": or "For release on December 12, 2012" (obviously using your own preferred date)
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Create a title and tighten up your text by eliminating unnecessary wording. For example; "New Hampshire Widget company is proud to announce that we've been voted the Number One Widget Selling Company in North America by the wise and intelligent readers of the Widget World Magazine" is quite wordy and not appropriate for a press release. Instead, it should read ""Widget Company wins first place" with the pertinent information entered below. There's no need to use adjectives or adverbs to describe things, that's the reporter's job. Of course you're proud.
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Load your company letterhead into your printer. Be sure that the final document is no more than one page, double spaced. You want to make sure that there is plenty of white space around your sentences for notes and for readability. The expected press release format is a company logo and letterhead on top, followed by a release date and contact information (who should the reporter call to discuss this?). Toward the center of the page, the title of the press release is centered and the pertinent information is on the bottom half of the page.
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Continue to tighten up the text to be sure that you don't go over the one-page standard. It is a courtesy to the journalist that you don't bombard them with useless information. It's also important to avoid using netspeak or non-standard abbreviations to tighten the text.
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Fax or email your press release. Some newspapers still accept mailed press releases, but the fastest way to get your information in the hands of the reporters. If you're in doubt, just call the local media (newspaper, radio, television stations) and ask for their newsroom. Whoever answers can tell you how they like to receive press releases.
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Speak casually and be informative if you're called by a reporter. Once you have a working relationship with the press, it can be easier simply to pick up the phone and alert them of the issue, instead of sending a press release. If you're respectful of their time and professionalism, you might find yourself being called upon to discuss other local issues, too.
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Tips & Warnings
Try not to regard news coverage of your business as "Free Advertising." It's public relations and using it wisely can help your community view your business in a positive light.
Be aware that when you write a press release, the journalist will be researching every aspect of a story, to present a balanced point of view, calling Widget World magazine and possibly coming to photograph the award.
- Photo Credit Grafixar at morguefile.com
