A press release is a great way to get positive media attention for your product or business. However, you must be sure to write it correctly to get the best coverage. Here’s how to write a press release.
- Start with your header: The header has three parts: The name and contact information for you and your business; today’s date and the release date of the press release (if there’s no specific release date, simply print: “For immediate release”); and a title (ABC company opens new facility).
- Write your lead paragraph. This will include who, what, where, when, why and how. Generally this is one sentence that states the purpose of your press release. Why are you sending a press release? Why would the particular newspaper or radio/TV station care about this press release?
- Follow with information of lesser importance: where your company is located, how many employees it has, awards and honors received by your company and its employees etc. Think about what would be interesting to the average person reading this in a newspaper.
- Finish your press release with contact information for the reader/viewer. “For more information about he Wonder Widget, please call Wonder Widget, Inc. at 1-555-2121 or visit www.wonderwidget.com.”
- Keep your press release brief, no more than two pages. Newspaper and radio/TV editors are busy and publications/broadcasts have severe space limitations. There is no time or room for excess fluff.
- If you choose, you may include a photograph. However, it must be a clear, high-quality photograph. Be sure that all names, including personnel and brand names, are correctly spelled. Include an addressed, stamped envelope if you want the photograph returned. Remember that photographs will not necessarily be published and including them with a press release means extra expense (in postage, processing etc.).
- Proofread your press release. Correct any typos or grammatical errors. Add any information you may have forgotten and delete anything that seems extraneous. Have someone else proofread the press release as well. Writers often have “blind spots” concerning their writing: They know what they meant to say and assume they said it even when they missed the mark. Ask the other person if there seems to be any information missing or needing clarification.
- Send the press release. Search online to find the website for each media outlet (newspaper, magazine, television/radio station). Look for the “Contact us” page to find out where to send submissions such as press releases. If possible find out the specific name and title of the editor.
- Create a file of media contacts that you can refer to for future press releases.
- Contact each media outlet within a week to find out whether the press release was received and to answer any questions the editor/writer may have. You may politely ask if or when the press release will be published. However, don’t nag. Media outlets are not obligated to publish your press release and your chances will be better if you are professional and courteous.
- Remember, even if your press release is not published, each time you contact a media outlet, you are building a relationship. Each positive contact improves the chances that you and your company will be noticed.
For more information on writing press releases, see how to write a press release which has some great resource links.