A press release should have one page, it does not include everything there is to know about your business, it is quick information, usually on a single event or topic. It should also sound like news, not an advertisement. Remember to think like the person who reads a magazine, blog, or newspaper: Would you like to know what writing is about, or would it feel like someone is trying to sneak into a sales pitch? That doesn’t mean you don’t write a press release if you have a new product for sale, but the way you write it should focus more on what the person will get out of it and then on “Hot New Product for $ 9.95 -! Come buy now! “
Here are 7 essential elements of a press release:
- Contact information. Your release should have your contact information at the top. Be sure to include a phone number, email, and website where applicable.
- The words: FOR IMMEDIATE RELEASE. Typically capitalized and often italicized.
- Your city, state and date, followed by a dash and all in bold. Put the city and state – spelled out – in parentheses, followed by the date, spelling out the month in full. Mine would look like this in a press release: (Portland, Oregon) March 25, 2011 –
- The body of the press release. The first paragraph should be the most compelling and should answer the questions: who, where, why, what, when, and how. You can then develop in future paragraphs.
- About your business. Also called the “standard text”, it is part of your press release that is used over and over again. Standard text is a short section that provides basic information about your business and includes a link to your website. This section begins with ABOUT [NAME OF YOUR BUSINESS]: – all in capital letters, in bold and followed by a semicolon. Alternatively, some companies say: MORE ABOUT [NAME OF BUSINESS] So decide which one makes you feel better. After your business name, provide a short synopsis of what your business does and include a link to your website. You can also include contact information in this section, but don’t make it too long.
- Four hash tags / number symbols. The end of a press release is indicated with the following centered on a separate line, below the boiler plate.
- List the attachments. Along with editorial content, the press loves to have pictures attached, especially from artists! Submit high-quality, high-resolution images that are relevant to the news in the press release, and list the file names of any images you submit with the press release. Put them under #### in a list like this:
- Attachments: ImageName1.jpg
- ImageName2.jpg
The best way to learn how to write really good press releases is to read a lot of them and get a feel for how others are doing it. Like everything, the more you practice, the better you will become!