How to Write a Press Release

As PR professionals, one of our main responsibilities is to draft and generate press releases or media releases, a written announcement directed to the press for announcing something newsworthy. But simply announcing a product launch or service is not enough. In order for the media to take an interest, it needs to be effective. The reader, a member of the press, will be looking for relevant information that they can share with their readers. The importance of a press release should not be overlooked and here are a few tips on how to create a successful press release.

HOW TO WRITE A PRESS RELEASE

1. The first element is the headline and subhead
2. The second element is the dateline
3. The third element is the introduction paragraph
4. The fourth element is the body
5. The fifth element is the boilerplate
6. The sixth element is the media contact information

1. Headline and Subhead

What makes your news relevant? You have to think about this as it will determine what your headline will be. The headline is the first attention grabber. You have to make this part enticing, since a headline can make or break you before the reader even gets to the good stuff. This is where you communicate the most important thing about this news. Make it short, make it snappy, and make it informative. This should be bolded, centered and in all capital letters.

Your headline will likely only offer a top-line explanation of your news and that's where your subhead is important. This helps to further illustrate the significance of the news by offering additional information so try not to repeat the same words. Also, your sub-head should only be a line, if absolutely necessary, two. This is in lower case beneath the headline.

EXAMPLE:

ABCEY EVENTS FORMS STRATEGIC ALLIANCE WITH
EXCEL MEETINGS AND EVENTS
Two Leading San Francisco Based Event Companies Partner to Create
Unique Event Experience for Clients

2. Dateline

The dateline gives the location of the announcement as well as the date of the announcement. The city is in capital letters, followed by the date. This is in parentheses.

EXAMPLE: SAN FRANCISCO (April 7, 2009)

3. Introduction Paragraph

The introduction paragraph is where you answer the basic questions. Who are you, what are you talking about, when will it be, where will it be, and why is it important, etc. It’s important to remember the following.

A) What is your point of this release? Are you announcing a new product? A strategic partnership? Scientific study results? An event? Make sure that information is included here.

B) You’re writing to the press, but, ultimately, your message is for readers, the general public. With this in mind, think about your audience and create language that targets them.

C) You need to include timing of your announcement. For example, when is your event taking place or product launching.

D) If the company or product has a web address, Twitter page, Myspace or other social media space, you should hyperlink to it here.

EXAMPLE:

ABCEY Events, a boutique event planning and management firm exclusively serving the San Francisco Bay Area, announced today that it has formed a strategic alliance with Excel Meetings and Events, a leading San Francisco based meeting management and event marketing firm. In addition to managing private and corporate events and conference after-parties, the partnership will extend services to include annual meetings and conferences, sales meetings, customer events, incentive programs and non-for-profit meetings. Their combined services will also include marketing consulting, graphic design, and interactive conference technology strategy and implementation.

4. Body

Once you’ve addressed the above, it’s time to elaborate and offer secondary info. Consider the following:

A) Beyond your key message, what are additional messages you would like to have communicated in this release?

B) Remember to not only list your product or event features, but include the benefits and value, why would the consumer find this interest, or important? They want to know how it will make a difference in their life.

C) Is there justification for a quote from a spokesperson? - This can provide an opportunity for an executive to address why this announcement is better or how it differs, if it will affect trends or the industry, etc.

D) Third Party Quotes - If your news involves any partners, it is appropriate to include quotes from each party. Why did they decide to partner together, what are the benefits they are bringing to the table.

E) The company's web address(es) should close the body.

EXAMPLE:

"By combining ABCey's expertise of planning private and corporate events with Excel Meeting's extensive knowledge of managing large scale meetings and conferences, we become a one stop shop for clients looking to hold an event or meeting of any scope or size," said Amanda Cey, president of ABCey Events.

ABCey Events has a hands-on event planning approach that sets it apart as a leader in the San Francisco event planning community. For more than ten years, it has been part of the dynamic local scene cultivating relationships with the top nightclubs, lounges and hotels in the city. Excel Meetings and Events works with clients nationwide on important conferences and meetings that require marketing expertise as well as flawless logistics for large-scale productions.

"We are thrilled to join forces with ABCey Events," said Donna Valentine, president of Excel Meetings and Events. "Amanda has her hand on the pulse of the "Gen Y" demographic and on the latest trends in culture, music and fashion. She brings impressive talents and creativity to the production of social and lifestyle events."

For more information visit www.ABCey.com or www.excelmeetings.com

5. Boilerplate

A company boilerplate closes every release. If one does not exist then you will need to write it. This typically includes basic background information or history about your company or client, etc. and the goals, mission or philosophy of your company or organization. It can also include a list of products that have been released, awards, studies and results, etc

EXAMPLE:

About ABCey Events:

ABCey Events is a premier event planning and management firm exclusively serving the San Francisco Bay Area. It is dedicated to setting the standard for the event industry with style, creativity and an unparalleled commitment to quality in every aspect of its work. Previous clientele include Adobe, Admiral Insurance Group, The Study Group, Macy's, Belkin and Nextaid.

ABCey Events has just moved to the exciting South Beach area, just a few blocks from AT&T Park and the Embarcadero. Its new address is 300 Beale St., Suite 403 in San Francisco, CA 94105. Website: www.abcey.com

About Excel Meetings:

Founded in 2001, Excel Meetings and Events is a San Francisco-based company that works with clients worldwide. Excel Meetings provides meeting management, conference planning, event marketing, graphic design and marketing consulting services to clients in healthcare, financial services, energy, pharmaceutical, technology, government and not-for-profit organizations.Website: www.excelmeetings.com

6. Contact Information

Your media contact information consists of things like your name, your company, your phone number, and your email address. Make sure that everything is correct as this is how the media will contact you! It is generally acceptable for your contact information to be on the top right, top left, or bottom.

EXAMPLE:
Contact: Kimberly Stirdivant
Tel: XXX.XXX.XXXX
Email: stirdivantkd@yahoo.com

And that’s the basics of constructing a press release. Please feel free to email with questions or add comments. Thanks for reading.