You’ll want to master the art of the press release whether you are doing publicity for an organization or promoting your own writing achievements.
Keep it simple, short and direct. Make it easy for a reporter to get the story from you without having to do much more than read your copy. If they need more information be sure to include contact info. Use an easy to read, clean font with double spaced type, keep the release to one page, and be sure to put an “end mark” (ie: ###) after your text.
The release should be written like a news article in third person format. If you have letterhead, use it In the upper left should be contact info for the media to use for more information. Put the date which is usually preceded by the words “For Immediate Release” or “For Release By” in the upper right corner.
Skip a line and center the main title of your press release – these few words should sum up the main focus; most editors prefer that this line is written all in caps. If you include a subtitle, it goes directly under and is written in Title Case (upper and lower, capitalize each word). [MOVIES IN THE PARK DEBUTS SUNDAY NIGHT; Successful Movie Program Returns For Second Year]
The body of your news release answers the five questions: Who, What, Where, When and How? The first paragraph should be an expansion of your title line focusing on the main topic. Without being “cutesy” try to open the paragraph with a hook, remember that you want the editor to want to keep reading. [Town residents will be entertained down by the river…]
Your second/third paragraph will include some supporting facts and possibly a quote. [The free movie program is made possible by a grant from local businesses…] and [“It’s a great evening out for the family,” said town resident John Smith]. Include public contact info in the last paragraph including details such as time, prices, etc. Remember to use third person unless you are including a quote.
Use a press release to announce club or organization events if you are in charge of publicity. Or use a press release to spread your own news like a new book, a special award, an upcoming book-signing or more. The press release will often generate free publicity, but remember that the newspaper, magazine or other media is not under obligation to use it. Submit a well written and timely announcement though and a reporter may very well use your release verbatim on a slow news day.
Compile a list of local media that often carries type of information your release includes (in other words, don’t bother sending a release about a new romance novel to a trade magazine specializing in welding). Many contacts are available online with a little internet surfing; take time to read instructions for submission if applicable. Some media require that you post your information to them in an online form (sometimes you’ll be able to merely copy and paste the body of your release). If the instructions say no email, fax only, or give a time deadline, follow them as closely as possible.
Writing exercise: Close your eyes for a good 30 seconds to a minute and picture someplace you would like to be – it can be a real place or a fantasy. Open your eyes and as quickly as possible write one to three paragraphs describing this place as if you were writing it for a travel brochure.
Writing prompt: Imagine that a movie was to be made about each of the past seven days of your life. Write a movie title for each day.
