How to Write a Press Release
Brandon Remmert
When writing a press release there are 8 very important steps to follow to create a clear, concise document for journalists to use in writing about your business, organization, or even yourself. Once you have your topic picked out, you can begin to draft the release!
Step 1: Begin by familiarizing yourself with the content you wish to include in your release. Also, the layout of the release is very important; journalists should be able to instantly pick out the information you deem important. A company logo can also be added to improve the aesthetic of the release.
Step 2: The first part of the Press release is the Headline. A good headline should catch the attention of the journalist, and intrigue them to read on to learn more. Also, it is important that the headline provide a good summary of the content of the release, while still being about 1 sentence. A great headline example comes from a 2007 release when Apple Computer released the iPhone "Apple Reinvents the Phone with iPhone". Instead of a generic title like "Apple Introduces the iPhone", the headline uses exciting diction that makes you want to read what all of the excitement is about. Remember, the headline should compromise excitement with a realistic preview of what's to come (not all products, or announcements are as exciting as an iPhone)
Step 3: After you have crafted a strong headline, it is important to insert a dateline which typically includes the date, and the location of the announcement (i.e. Knoxville-November 17th, 2009) this will provide a reference point for news outlets as to when the story should be published. Additionally, this information allows journalists to choose which press releases they want to write about based on relevance to their audience (A news outlet in Knoxville would be more likely to write about a business opening in their city, than an outlet in Memphis).
Step 4: Now that you have formatted your press release, it is time to begin writing the actual release. The first paragraph is an introduction that contains the most important information that you are trying to spread. This typically includes:
Step 5: Now that you have introduced the main information, you must now write your body paragraphs. Journalists will write articles using mainly the information that is given to them in the press release, the tone of their piece will often reflect the tone of the press release. Be sure that information is well organized and accurate, because it will be echoed through numerous news outlets. Many times, an article written from a press release will contain sections directly from the release.
Step 6: After your message has been written, the last piece of writing is the "boilerplate". This is a paragraph that provides background information on the topic. Invest a good amount of time in your boiler plate, because you will likely reuse this exact paragraph in all of your press releases. The boilerplate provides background information so journalists do not have to look for it themselves, keeping the information consistent through all media outlets. This paragraph may include:
"###"
To be more creative, some companies use a small version of their logo, or have their own signature design to signify the end of the release.
Step 8: The final step is to provide contact information for members of the media, should they need clarification of any information from the release. This should include:
http://www.apple.com/pr/library/
http://www.utk.edu/tntoday/category/press-releases/
http://www.thecoca-colacompany.com/presscenter/newsindex.html
Step 1: Begin by familiarizing yourself with the content you wish to include in your release. Also, the layout of the release is very important; journalists should be able to instantly pick out the information you deem important. A company logo can also be added to improve the aesthetic of the release.
Step 2: The first part of the Press release is the Headline. A good headline should catch the attention of the journalist, and intrigue them to read on to learn more. Also, it is important that the headline provide a good summary of the content of the release, while still being about 1 sentence. A great headline example comes from a 2007 release when Apple Computer released the iPhone "Apple Reinvents the Phone with iPhone". Instead of a generic title like "Apple Introduces the iPhone", the headline uses exciting diction that makes you want to read what all of the excitement is about. Remember, the headline should compromise excitement with a realistic preview of what's to come (not all products, or announcements are as exciting as an iPhone)
Step 3: After you have crafted a strong headline, it is important to insert a dateline which typically includes the date, and the location of the announcement (i.e. Knoxville-November 17th, 2009) this will provide a reference point for news outlets as to when the story should be published. Additionally, this information allows journalists to choose which press releases they want to write about based on relevance to their audience (A news outlet in Knoxville would be more likely to write about a business opening in their city, than an outlet in Memphis).
Step 4: Now that you have formatted your press release, it is time to begin writing the actual release. The first paragraph is an introduction that contains the most important information that you are trying to spread. This typically includes:
- Who
- What
- Where
- When
- Why
Step 5: Now that you have introduced the main information, you must now write your body paragraphs. Journalists will write articles using mainly the information that is given to them in the press release, the tone of their piece will often reflect the tone of the press release. Be sure that information is well organized and accurate, because it will be echoed through numerous news outlets. Many times, an article written from a press release will contain sections directly from the release.
Step 6: After your message has been written, the last piece of writing is the "boilerplate". This is a paragraph that provides background information on the topic. Invest a good amount of time in your boiler plate, because you will likely reuse this exact paragraph in all of your press releases. The boilerplate provides background information so journalists do not have to look for it themselves, keeping the information consistent through all media outlets. This paragraph may include:
- Mission Statement
- Founders
- Headquarters
- A brief history
"###"
To be more creative, some companies use a small version of their logo, or have their own signature design to signify the end of the release.
Step 8: The final step is to provide contact information for members of the media, should they need clarification of any information from the release. This should include:
- Phone number
- E-mail address
- Mailing address and/or a fax number
http://www.apple.com/pr/library/
http://www.utk.edu/tntoday/category/press-releases/
http://www.thecoca-colacompany.com/presscenter/newsindex.html
press_release_genre_analysis.docx | |
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