A press release is one page statement about some aspect of an organization that is interesting, noteworthy, or exciting. It is a standardized way to communicate with journalists. A well written press release tells the story at a glance.
Writing Press Release
The purpose of a press release is to get the attention of a reporter who is looking for a story to write for a newspaper, television or radio program.
Characteristics
- Written as ready to publish article
- News release or “press” release
- Convey newsworthy information about organization
- Provide ideas, facts for journalists’ stories
Types of press releases
- Announcement (straight news story)
- Hybrid story (combination of feature and news announcement)
- Feature story (combination of information and entertainment)
Components of press release
It should be short
It needs a headline, a body and contact information
Pay particular attention to the headline and the first paragraph.
Headline
Headlines are short and telling
The headline should
- Avoid stocks of nouns
- Be no more than one page
- Give a snapshot of the news being delivered
Opening Paragraph
The first sentence should grasp or hook the reporter
Avoid flowery language and loads of adverbs
Sentences should points to the extra ordinary within the ordinary
Body
Body of the press release should be direct and to the point and designed to back up what was said in the first paragraph.
- Should be written in the third person
- Facts should be verifiable
- Include quotes
Contact Information
Press release generally include statement about who to contact include a statement about who to contact about subject for more information. Following signal indicate that the press is over.
What should be the content?
- The most important thing about a press release is its content.
- First and foremost it has to be newsworthy
- News has to be new
- Human interest stories are very popular
- It should cover quirky, unusual or unexpected events and activities
- Controversy and scandal is always of interest
Effective press releases
- Written as reporters would write stories
- Specific
- Honest and direct
- Objective fact
- Concise
- Reputable Sources
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