Writing a Press Release

What is a press release?

A press release is a statement prepared for and distributed to the press. A press release gives the media useful and interesting information about your company and its products or services.  Press releases are important because they help you get the word out about your business.

When should you write a press release?

Press releases are used to announce important company events. They can cover a whole range of topics from product launches, to accomplishments and scheduled events. Make sure you have a hook, an angle. The media wants an interesting story not a sales pitch, so your release must be catchy and of real interest to the public. You want to raise people's attention and interest in your company. Work out a timing strategy for your press releases to make sure the information is being disseminated at the right times for your business.

How to structure the press release

Start of the press release

• At the beginning of your release write your company's address and contact details.
• Indicate if the press release is 'FOR IMMEDIATE RELEASE'.
• Create the press release on company letterhead, or if you don't have letterhead include the company logo.

Headline and sub-headline

• Choose a catchy headline that grabs attention. It should set the tone for the rest of the article. Center, caps, and bold the heading at the beginning of the release.
• Include a sub-headline that expands on the main headline and gives readers a better idea of the subject of your press release.
• Try to use your company's name in the headline, sub-headline, and first paragraph.

Body of the press release

• Start the body of the press release with the date and the city where the press release originated. For example: "New York, NY, May 8, 2008-(company name) introduces...."
• Make sure your first paragraph will grab a journalist's attention. This paragraph needs to be interesting enough that they will read on.
• The body includes the who, what, when, where, and how of your story.
• Also spend a sentence or two discussing your company and what you do.

Ending the press release

• Place a stock standard blurb about your company and its operations below at the end of the release-you can use this blurb for each press release you create.
• When you have finished the release place three # symbols (###) centered directly underneath the last line.

Other tips

• Write the release in the third person, as if from a journalist's perspective.
• Use quotes or statistics to add interest and to support your story.
• Follow the standard format, and keep it short. 1 page should be long enough to get your story across.

Structure of a press release

Written by Sarah Davin. © great25.com.