How to Write a Press Release

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Categories: How Tos

  • A press release is part reporting and part marketing. You'll need to know how to balance those two elements—and also use the proper press release format—in order to write an effective one. This page explains How to Write a Press Release.

  • Introduction

    • If you're in charge of any kind of public event, be it a fundraiser, live performance, business opening, or holiday celebration, a press release is your cheapest form of publicity. You won't have to pay for ads or go passing out flyers door to door, or walk around with a placard around your neck—all you need to do is write it up and submit it to the appropriate media outlets. The key, though, is to write the kind of press release that appeals to both the media and the public.

  • Facts

    • The first thing you'll need to do is write down the basic facts of your event. If you fail to include this info, the media may relegate your press release to the bottom of the pile, or even just toss it out! A press release is not the same as a news article, but you'll need to include the journalistic foundation of "who, what, when, where, why and how." Before you start writing, note down the following:
    1. Who is involved in the event? If you fail to make this clear, media outlets may think you're trying to pull a fast one, such as disguising a commercial event as a community celebration.
      • Who is sponsoring it?
      • Who does it benefit?
      • Who is hosting it?
      • Who is appearing at the event?
      • Who is participating?
    2. What is the nature of event?
      • Is it a fundraiser, a celebration, a performance, or something else?
      • What will be the extent of the public's participation?
      • What will be the cost of participating, if any? If it is a free event, be sure to note this.
      • What exactly will take place at the event? Be as specific as possible.
    3. When is the event? This is particularly important, for obvious reasons: if you don't include the schedule, the public won't know when it takes place, and the media won't know when to make the event public.
      • Note the date and time that the event begins and how long it is expected to last.
      • Note the internal schedule of the event: are there multiple "events" within it, such as different performers, different meals, different speakers, etc.?
    4. Where does the event take place? This is just as crucial as the when and you'll need to be equally specific.
      • If the event is a product release, give the location where the product will be available to the public, whether that means in a store, or on a particula website.
      • If it's a live event, give the specific location.
      • What's the address?
      • If the location doesn't have an exact address (such as a public park), note cross streets and landmarks.
    5. Why is this happening?
      • Especially for the sake of the media, explain why your event is newsworthy: why it's unique, important, interesting or useful to the community.
      • Explain the purpose of the event, the reason it's taking place.
      • Why is this taking place now rather than at some other time?
    6. How is the event being organized?
      • How do members of the public participate?
      • If it's a live event, how did it come about?
      • If it's a product, how was it developed?

  • Marketing

    • Your press release is going to have to catch the interest to two groups of people: the media and the public. Without straying from the facts, you're going to want to make your event as appealing as possible to your audience. Here are some tips.

    1. Use letterhead.
      • If you're planning on sending out hard copies and are representing a company or organization, begin your press release with a company logo at the top of the page. This will add an air of officialdom.
    2. Write properly.
      • Poor spelling and grammar will make your press release appear far less credible. Make sure to proofread and correct all errors.
    3. Use the third person.
      • The media will report your event in the third person ("they," "him," or "her") rather than the first-person ("we," "I"), so you should write your press release from this same perspective.
    4. Show, don't tell.
      • If you write "visually," both the press and public will be more apt to pay attention.
      1. For example, if you're promoting a band, you wouldn't use this kind of drab phrasing: "Their music is danceable and appeals to people of all ages."
      2. Try something like this instead: "At their last local show, the band had teenagers and retirees dancing—together."
    5. Watch the superlatives.
      • Of course you think your event is great, wonderful, excellent, fabulous and ground-breaking, but the public (not to mention the media) know you're biased. After all, it's your event.
    6. Offer objective sources.
      • Find or seek out unbiased sources to vouch for your event. For instance:
      1. A press release for an musician might include quotes from the press
      2. A release for an annual charity event could feature news coverage from previous years.
    7. Keep it concise.
      • Write only enough to fill one side of a standard sheet of paper, around 500 words at most.
      • Prune away anything that doesn't add interest or crucial information.
    8. Make it stand out.
      • Media outlets are deluged by press releases, and the public is soaked with advertisements. If you want to capture the attention of either, you're going to have to stand apart from the crowd.
      1. Look online for promotional material information about events similar to yours, contact whomever is promoting them and ask for a press release. Just tell them you're interested—they'll probably be happy to oblige.
      2. Scour these other press releases for similar material that might be making them all blend together: for example, similar photos, descriptions or presentation.
      3. You don't need to write a press release that's the opposite of all the others, but you do want to do something a little different.
      4. For instance, if all the other art openings are being promoted with sparse information and an abstract design, try something more informative and accessible—or vice versa.

  • Composition

    • A good press release is neither a news article, nor a publicity flyer, but a sort of balance between the two. Some outlets (such as community radio stations) may convey your message word-for-word, while others (newspapers, blogs) might adapt it for their own purposes. The following format should suffice for either.
    1. Release Date: This tells to the media outlet when when to report your event.
      • If it's to be reported immediately, write "FOR IMMEDIATE RELEASE. If not, instead write "TO BE RELEASED --/--/--" and specify the release date.
      • It's better to contact the media when your press release is ready for use, rather than in advance. Most press release are for immediate release, so a post-dated one could get lost in the shuffle.
      • Many media outlets require a press release to be scheduled weeks advance of publication. Be sure to contact each outlet and ask the length of its "lead time."
    2. Contact info: Note the name of the contact person (presumably yourself), and any contact info that's applicable, including email.
    3. Headline: Write a headline that gives the subject some punch, but do not mislead the reader.
      • Remember, the purpose of a press release may be publicity, but it does not allow the same creative leeway as an advertisement.
      • For example, if you're promoting the opening of a Guatemalan restaurant, don't tease the reader with something as sensational as, "Guatemalan Immigrant Invasion to Make City Fed Up."
    4. Intro: Use the opening paragraph to give the crucial information in the release.
      • Begin the first paragraph with a note of the city, state and date (the date at which you're sending the press release to the media, not that of the event.) This is similar to a dateline in a news article and simply provides some context for the benefit of the press.
      • In the rest of the intro, include the basic who, what, where, when, why and how, but keep it simple and interesting.
    5. Body: Use subsequent sections to expand on the subject and offer additional facts, as well as quotes that might be used in a news story.
    6. Company profile: Include a line or two about your organization and its mission. This blurb is sometimes called the "boilerplate."
    7. Pound signs: Near the bottom of the page, to indicate that press release is finished, its customary to add three pound signs ("###"—see example below), or the the word "END."
    8. At the very bottom, for the benefit of the press, reiterate or expand on the contact information.
    9. For a detailed template of this format, see MarketingSource.com. For examples.

  • Examples

    • Use the first as a general model for an effective press release. Use the second as an example of what not to do, the kind of press release that could end up in the trash (or the spam folder).
                • Good press release:


                • Bad press release:

  • Conclusion

    • A press release can aid the success of any event, sometimes even more so than advertising. Just make sure to write well and format properly!

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