A pres release is a document prepared by an organization containing public relations information that is sent to the media for publication or broadcast. A press release must be newsworthy, but it’s not just about stating simple facts and figures. A press release, also known as a news release, contains all the essential elements of a good story: Who, what, when, where, and why.
A well written press release is the most important component for accurately and effectively communicating your desired message. It can be used to make important announcements and promote your business.
Effective press releases tend to share most of the same elements and also tend to follow certain formats. The formats vary from one industry to another. Look at press releases for the industry leaders in your business. See how their paragraphs are structured.
The following is a press release template you can use as a guideline.
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Writing Successful Press Release (.zip 20kb)
The most important information is always right at the beginning of a good press release. Then come the details and statistics, the personal quotations, directions, times and dates and so on. Press releases usually carry a date and a headline. If the company issuing the press release has a stock symbol, that should be right at the beginning too.
Always include contact information at the end. That’s where people are used to looking for it. Contact information should be set up in a separate paragraph with visible white space around it so the eye can skip to it immediately. Don’t bury it in text.
If you want to have a successful press release, then you must learn to think like a reporter.
- Separate real news about your company from promotional puffery
- Deliver a sharp story angle that will be of real interest to the news reading or viewing public
- Deliver this angle in a professional, courteous way.
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