PRESS RELEASES
A press release is a written communication directed at the news media for the purpose of making an announcement. When writing a press release, consider the following guidelines (Figure 56):
Lay out your document on an 8½ × 11-inch page.
Provide wide margins and double-space the copy.
Include a release date at the top of the page.
Provide a contact name and address. Provide as much contact information as possible, including fax, email, and Web site addresses.
Include the phrase “For Immediate Release” along with a contact name and phone number. If the release date is in the future, instead say, “For Release on [date].”
Include a suggested headline.
Start your first paragraph with the location in all caps, followed by the month and day.
Summarize your story in the first paragraph, including who, what, why, where, when, and how.
Make sure the first 10 words are effective; they are the most important.
Elaborate on the details, including quotes from important sources.
Make sure the information is newsworthy by suggesting other tie-ins. Pick an angle. Try to make your press release timely by tying it to current events or social issues.
Avoid excessive use of adjectives and fancy language. Use only enough words to tell your story.
Use the active, not passive, voice. Verbs in the active voice bring your press release to life.
Avoid jargon specific to your organization that might not be recognized by other readers.
Answer the question, why should anyone care?
Use real-life examples, if possible, that include stories of the people involved.
Raise other questions or suggest topics of interest, if you are trying to generate a feature story or radio or TV interview.
Suggest in a covering pitch letter an interview with the principal person or organization involved, such as the company CEO or a book author.
Type the word more at the end of each page.
At the end of your release, type ### and center it.