A press release is a tool that is used to promote
information, — a business, an event, or an artist for example — but the
recipient is NOT required to print any of the information. The editors and
journalists who receive the press release may use the content if they have the
room AND if the information is newsworthy and clear.
Ideally a press release should fit on one page (two at the
most). The heading should state in just a few words what the key subject is
(such as Grand Opening Event, April 24); a sub-heading, if used, would expand
slightly on the subject (an example would be New Spa Opens First Location). Get
the pertinent information in the first paragraph; a second paragraph would
provide some history or information about the subject (such as services and
owners); the third paragraph would be specific as to location and time of the
event and also include contact info for PUBLIC use. Sometimes another paragraph
could after the second paragraph if more background info is necessary.
A few pieces of information go above the heading. Include a
contact name and phone number/e-mail for use by the media if more information is
required (left justify). There should also be a “Release By” date [the earliest
this information should be shared] (right justify). The information in this
release should be literally short and sweet. Most times when the press release
gets attention, the paper or other media devotes only one or two paragraphs and
if it is too hard to pull the necessary information, it is often discarded.
Photos or logos can be submitted but are rarely used. Simply put if you want to
be sure that the info will be printed, paid ads offer more guarantees.
A few DON’Ts: do not write a book; do not demand the
publication include your info, do not “wax poetic”, keep it clear and concise;
do not ignore submission guidelines — if the source says that press releases
need to be mailed or emailed, do it; send your submission to the right
recipient; be respectful of deadlines, if the directions specify that
information MUST be received so many weeks (or months) prior to the event date
then get it in by that date and don’t expect coverage if you are late. Many
online publications offer enter-it-yourself calendar listings which may or may
not need to be approved — follow the directions as closely as possible.
Press releases are more apt to be used if the subject
involves a non-profit or something that benefits the community. Press releases
that are pure sales pitches belong in the advertising department and paid for.
Try to emphasize what the community will get from the event such as a special
guest performance by a name entertainer or a special contest.
Once you’ve written a few press releases it gets easier to
do. If you are writing press releases for customers, it may get a lot more complicated.
Most laypersons do not know what a journalist looks for in a press release, they
only know what they want readers to know about them. It’s a good idea to have
the release approved by the client who is paying for it but sometimes that means
many rules get “broken” as they edit and add to their liking. A word of advice,
you can TRY to steer the release back into the proper format, HOWEVER do not
argue with the client. Do your best to remain professional both with the
release and with your client. When quoting a price for the work, quote the
writing and the distribution of the release as separate but industry reasonable
prices, and don’t forget expenses if special paper is used or if there will be
special mailings and postage.
Writing Exercise: Write
a press release for an “event” you have planned over the next few days – it can
be simply showing up to work or preparing a family dinner. Make sure you put
the important details in the first paragraph, background info in the second,
and location and contact info in the third.
Writing Prompt: Use a
glass or other round object and pretend you are staring into a “crystal ball”.
You are looking into the crystal ball and seeing a significant scene from your
earlier life, something that changed the direction of your life (for the good
or bad). Write a brief paragraph about what you are seeing.
Challenge Assignment: Pick
out a book from your library (preferably one you are not over familiar with) and
open to two random and consecutive chapters; take the first sentence of the
first chapter and the last sentence of the second chapter and write a short
story connecting the two sentences (keep them as the first and last sentences
of your story).
