Re-Post: Who, What, When, Where, Why, and How

Stick to the facts when writing a press release and gain huge amounts of publicity for your book, event or product. A well formed press release answers the questions “who, what, when, where, why and how” in a concise way. Avoid making a pitch to sell a product and avoid the temptation to entertain with jokes. Your press release shouldn’t be so dry that it’s too boring to read, but you don’t need to spice it up with ultra fancy words and exclamation points either. The press release is targeted to newspaper editors and reporters and not the general public.

Submitting a press release to a local newspaper, or broadcast station can lead to a windfall of free publicity, but an unprofessional write-up with massive spelling and grammatical errors or a hidden agenda is likely to ensure you are ignored now and in the future.

Before you begin writing your release, make sure that you know what you want to say, what is the goal? Are you looking to publicize an upcoming event and invite the public? Are you hoping people will come and buy a new product that you are unveiling? Is your focus on that new independent bookstore or the author that is doing a book signing there? Can you state the purpose of this press release in 500 words or less and in three to four paragraphs maximum?

The general format for your press release should be: print or type “For Immediate Release” or “For Release By ____” in the upper left corner; immediately under that list “contact:” and a name, phone number and/or email where the recipient can get more detailed info. Center your headline, underline it, and avoid using all caps; the headline should be “catchy”, brief, and a good lead into the subject.

Your first paragraph should answer the five-Ws and H. The second paragraph can give pertinent background info. The third paragraph will state (or re-state) the time and location of the event, offer necessary information such as reservations or price, and will offer FOR THE PUBLIC a contact name and number; this contact name should be closely related to the venue – the contact name at the top of the page should be where media can get more details. Use a tag such as ##### to indicate the end of the release; center this after the last line.

Many news sources will offer tips about submitting a release to them – via snail mail, email, fax or a fill-in online form. Follow the directions. If you are submitting a release via email, paste it into the body of your email and don’t include it as an attachment. You can paste the heading of the release into the subject line or simply enter “Press release from ABC Company”. If you are instructed to submit the release in an online form and IF there is no character/word limit, simply paste the main body of the release into the form and fill in the information requested for contact, etc. If you are limited in words you can enter, the first paragraph alone should be sufficient if you answered the five Ws and H.

Writing exercise: Write a press release about your daily life. The first paragraph should include WHO you are, WHAT, WHEN and WHERE you do “things”, HOW and WHY. The second paragraph may tell a little bit about you, your goals and your history. The last paragraph includes something like “this daily grind will be repeated again on ____ at _____”. Be sure to include contact info.

Writing prompt: Take any older coin from your wallet, purse or pocket. Take notes and write a paragraph while that coin “tells” you about its recent travels.

Challenge Assignment:  Using recent front page headlines find a subject which is related to your book's story/theme/message. Using the current news event as a draw to an audience write a press release for a real or theoretical author appearance where you will be promoting your book.