press release how to
Christopher Wahmhoff
(Adapted from Salzman's "Making the News" and SPIN Project Materials,
with edits by Cres Vellucci)
What is a Press Release
Informs reporters about your event, report, or issue.
More detailed than the advisory—should tell all the information a
reporter needs to write their piece.
Envision, then write the press release as the news story YOU would
want to see written. Feature the “what” and “when.”
Sent out the morning of and/or the day before the event.
Elements
Headline. This will make or break a news release—include the most
important information in the headline, and make it punchy. The
headline can be up to four lines if necessary, including a sub-head,
if used, but keep it short (and remember to use a large font).
Important information should jump off the page—most reporters will
only spend 30 seconds looking at a release.
Spend 75 percent of your time writing the headline and the first
paragraph.
Use the inverted pyramid style of news writing. Make your most
important points early in the release and work your way down.
Keep sentences and paragraphs short. No more than three sentences
per paragraph.
Include a colorful quote from a spokesperson in the second or
third paragraph.
Include a short summary of your organization in the last
paragraph.
Mention “Photo Opportunity” if there is one. Send a copy of the
release to the photo desk.
Structure / Form
In the top left corner, type “For Immediate Release.”
Below “For Immediate Release,” type the date.
Contact Information: In the top right corner, type names and phone
numbers of two contacts. Make sure these contacts can be easily
reached by phone. Including the contact’s home phone number, if
appropriate.
Type “###” at the end of your release. This is how journalists
mark the end of a news copy.
Type “MORE” at the end of page 1 if your release is two pages, and
put a contact phone number and short headline in the upper-right hand
corner of subsequent pages.
Print your release on your organization’s letterhead.
How to Distribute It
A release should be sent out the EARLY (5 a.m. or earlier) morning
of, and/or the day before (BEFORE 3 P.M.) your event. In some cases,
you may want to send an “embargoed” copy to select reporters ahead of
time, meaning that the information is confidential until the date you
specify.
Generally, send a release to the assignment or news desk and any
reporters you know.
If your release announces an event, send it to the “daybooks,”
including Associated Press in your locale (go to ap.org to get the AP
in your area. A daybook lists news events scheduled to take place in
the region on that day. Someone from each major outlet reviews the
daybooks each morning.