How to Write a Simple Press Release
Writing a press release about an upcoming event or corporate announcement requires a basic knowledge of objective reporting. Editors and media outlets will dismiss press releases because of a prolix writing style, formatting errors, over-hyped paragraphs, and amateur mistakes. Press releases typically consist of a standard heading, a headline, a body, and an "about" note. The idea is to convey factual information succinctly and without hyperbole.
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Instructions
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Create a heading at the top of your release that follows standard press-release style. This heading consists of three parts: the intended release date ("FOR IMMEDIATE RELEASE" or "HOLD FOR RELEASE UNTIL ..."), the headline, and the place and time of the event, if applicable. Also include name of a contact person who can give further details about the subject at hand; include his telephone number, fax, email, and website address.
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Write an attention-grabbing headline that summarizes the story. Try to write in the style of a newspaper headline. Favor an active sentence in the present tense that explains to the reader what is happening. For example: "Anytown Library to Sponsor Annual Book Sale, July 24-25."
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Write a one-paragraph summary of your press release right after the headline and before the body. Some distribution websites or media sources will only accept your headline, summary, and a link. Capture interest quickly with a clever and informative heading.
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Write the body of the article, making it as concise as possible and in the style of a "reverse (or inverted) pyramid." This means you provide the most important information first, followed by lesser-important details. Answer the basic questions: who, what, where, when, why, and how. Paragraphs should consist of only a few brief sentences. The standard word count of a press release is between 300 and 500 words, one that comfortably fits on a single sheet of letter paper, double-spaced.
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Write a brief description about the organization or company that is the subject of the release, and its top personnel. Give more attention to professional accomplishments than to personal information.
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Type "###" or "END" when the press release is finished. If you use more than one page, type the word "more" at the end of the first page. Include a word count at the bottom of the document.
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Edit the press release and cut away unnecessary words. Remove any hype, "fluff" (meaningless words that inflate the word count), or sales-pushing sentences. Editors appreciate releases that just give the facts. If you must add some superlatives, consider putting them in the form of a direct quotation attributed to some expert or official with the organization; for example, "John Smith, president of the board of Anytown Library, says that this year's book sale will be awesome."
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Tips & Warnings
Write your press releases according to Associated Press style. This guide to standardized writing is used by newspapers, colleges, and academic websites in the United States.
Write your press release with a mind to what is newsworthy. Consider the company's role in the community and on the national or international scene. Tie in news with industry trends or pressing social issues. Focus on new happenings rather than company basics.
Avoid amateur mistakes like misspellings and poor grammar. Write in the third person only, the standard for objective reporting. Do not aggressively "sell" the company or event. Failure to adhere to these standards could result in the dismissal of a press release.
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