A press release should be concise, interesting, and accurate. Use a clean, readable font and center the bold “PRESS RELEASE” header. The first paragraph should include the who, what, where, when, why, and how. The second paragraph should provide more details, and the final paragraph should reiterate the important information.
A press release is intended to convey information about an upcoming or ongoing event or to make another type of statement to the media. When writing a press release, remember that many media sources receive a large number of press releases every day; therefore, it is important to keep the information concise, interesting and accurate. The press release is a hook, and a well-written fact release will generate positive publicity. When writing a press release, it’s an excellent idea to think through the mind of a reporter, making sure relevant information is clearly delineated in a way that is not overly promotional.
General formatting rules for a press release include using a clean, clearly readable font such as Times New Roman or Arial, sizing it appropriately, and spacing twice. The “PRESS RELEASE” should be centered and written in bold at the top of the document so that a casual glance reveals the nature of the communication. A press release should always be sent on company letterhead, with contact information listed at the top and bottom. If a company letterhead is not available, a company logo should be added so that the document is clearly an official communication. Press releases should always be checked for spelling and grammatical errors to ensure they make a positive impression on the recipient.
A press release presents pieces of information in an easily accessible manner. The press release should have a brief heading, like a newspaper headline. The header is an opportunity to attract the journalist and pique their interest in the rest of the content. Keep it short, informative and interesting. “Meet Famed Author Howard Zinn at Cocktail Reception Dec. 16” is not a good headline because it’s too long-winded; “You are invited to a reception with Howard Zinn” is better.
After the header, the first paragraph should quickly break down the who, what, where, when, why and how of the press release. This part of the press release is the appropriate section in our example to detail that the event is a reception at the Hoover Library on Tuesday at 7:00 pm. Pique the reader’s interest so that they are interested in more details, included in the second paragraph. In our example, the second paragraph might detail Howard Zinn’s credentials, reason for receipt, and other details that flesh out the report. Finally, close with a brief paragraph that closes the release and reiterates the pertinent information.
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