How do I write a press release?

Learn how to write an eye catching fresh press release.

Tutorial

First, keep in mind that the purpose of a press release is to generate publicity for something you or your company is doing that is important enough for a news publication to print the information. Other uses - such as bashing a competitor - will result in your press release being thrown out. 

Editors, reporters, and publications receive hundreds of press releases a day. It may sound obvious, but increase you odds of publication by writing a good press release. Follow the publication's style and don't miss-spell words. Build simplicity into your news release by keeping everything short from the words you choose to sentence structure. Keep paragraphs short, too, and group information logically. Most importantly, try to keep the press release to one page.

Thinking like a reporter will increase the chance your press release will receive some attention.

When you are writing a press release, remember to answer these questions:

1. Who - who is the pres release targeting? Who is your target audience?
2. What - What is happening? Just announcing a new product? Having an open house?
3. When - When is it going to happen? Give the news publication some advanced notice.
4. Where - where is is going to happen?
5. Why - why should they care?
6. How - how do they take action? How do they contact you?

Above the body of the news release, place the contact person's name, title, and contact information. Below that include today's date and under that the release date or the phrase, "FOR IMMEDIATE RELEASE." The headline should be in all caps and centered above the story.

Begin the story with a paragraph that has an angle or "hook" that captures the reader's interest and is appropriate for the publication you are targeting. Include at least one good quote in the story.

When mailing the news release, fold it so that the headline is visible and place it in the envelope. It is perfectly acceptable to fax or e-mail the news release.

Publications won't use every news release you send. However, a follow-up call to the reporter or editor to whom you sent the news release can increase results. Another benefit of this approach is that you will establish a working relationship and contact with the publication, present yourself as a friendly source for future stories, and make a professional contact.