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FOR IMMEDIATE RELEASE: How to Write A Press Release

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In numerous posts,  I have urged readers to send out press releases.  Despite the presence of social media outlets,  traditional media outlets still matter and the usefulness of a well-crafted press,  or news,  release continues.  When you win an award,  participate in a major charity event in your community,  teach a class, host a webinar, or debut a new product or service,  a press release should be sent to the appropriate media outlets.

Writing a good press release can be a challenge.  The stakes are high for Freelance consultants and other small business owners who must promote their products and services to target markets on a shoestring budget.  The press release is an important representation of you and your brand and it’s imperative to make it effective. Reporters might receive dozens of press releases a week,  so the relevance of your story must be obvious.  The key to success is an interesting news hook,  says Lou Colasuonno,  former editor-in-chief at both The New York Post and The New York Daily News and now Senior Managing Director at the New York City P.R. firm FTI Consulting.

Colasuonno advises his P.R. clients to consider how newsworthy their story will be to a publication’s target audience. Colasuonno also advises that the press release email subject line summarize your story hook in 10 words or less.  Your release needs a good headline,  so that the editor or reporter will immediately see how your story will impact their readers.   He recommends that you customize your press release to the editor or reporter who has responsibility for whatever your topic is,  to improve the likelihood of a response.  Finally,  he cautions that you visit media outlet websites and note publishing deadlines.  Two weeks lead time is standard for many newspapers and a bi-monthly magazine may require three months lead time.

  • Determine the story your release will tell
  • Write a  “hook”  that communicates why your story qualifies as news to recipient media outlets
  • Avoid using words and phrases that are likely to get your email blocked by a spam filter
  • Keep to a 400 word maximum release

Follow the standard format when you compose your release.   At center top in capital letters,  write FOR IMMEDIATE RELEASE and below that include the contact information,  with email address,  web address,  telephone number and today’s date.  Centered below the contact info and written in bold capital letters,  provide your headline.  If your press release must exceed 400 words or one page,  include a short synopsis of your story below the headline.

Many press releases begin with a dateline,  giving its city and state of origin in parentheses.  In the first paragraph,  summarize the story’s theme and newsworthy info very concisely.  The most significant items appear at the top of the page and less important information is stated in subsequent paragraphs.   The final paragraph gives standard company info,  including the company mission,  when the company was founded,  awards that have been received or other major achievements,  so that the media recipient will have some background information.

Add credibility to your news release by including at least one quote from someone in authority  (maybe that’s you).   An insightful quote communicates to readers why your story is important and deserves publication.  You might also add audio-visual aspects to your press release and include a YouTube or podcast link or link to a client testimonial from your website.  Finally,  it’s recommended to send your news release in the body of the email and also as an attachment,  since many editors and reporters will not open an attachment from someone whom they do not know.

Alas,  even when we follow all the  “rules”,  our press release may go begging.  Carson Stanwood,  Freelance PR/media consultant and COO of Channel Signal,  a social media analytics platform in Jackson Hole, WY,  claims that in his experience,  only about 10% of press releases receive a response from recipients.  He recommends that you follow-up your press release with a phone call and cautions that you not call daily or otherwise make a pest of yourself. I prefer to call the editor or reporter first,  to determine whether there is interest in my story.

I pitch first and then send the press release if appropriate.  My strategy does not always work,  because editors and reporters sometimes lie,  unfortunately.  Really,  whether your story sees the light of day depends on what other news is happening and what the editor or reporter finds compelling.  But keep sending out press releases when appropriate,  because that is how relationships with the media are developed.  Offer to take a business reporter or editor to coffee and pitch your story in person.

Thanks for reading,

Kim

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Press Release Primer

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What you need is a media event.   Along with positive word of mouth generated by satisfied customers,  there’s nothing that will enhance your business cred like a nice mention in print,  online,  social,  radio or television media.  Even if your phone doesn’t ring immediately,  you are guaranteed to take that good publicity straight to the bank.

You must get the ball rolling.   Keep your eyes and ears open for a newsworthy event to which you can attach yourself.   School boy or girl sports events,   health fairs,   neighborhood clean-up and flower planting initiatives or art fairs  are potential publicity opportunities.  

Or brainstorm a way that you can turn a spotlight onto something interesting that you will do.  Maybe you can nominate yourself for a professional or volunteer service award and figure out a way to win?  You must get creative and get involved.

You will send a press release.   A press release is a standard way of communicating with journalists.  Providing content is the most important function of the press release,  in addition to grabbing attention.  If written well,  your press release will pique the interest of the target journalists at your chosen media outlets.  Your press release will convey the essentials of your story.  It will make things easy for the journalist and increase the chance that you will receive coverage. 

You must identify the appropriate media outlets.   Get familiar with local business oriented radio and television programs,  bloggers and community and business newspapers and magazines.  Watch the programs,  listen to broadcasts,  follow the blogs and read the magazines and newspapers.  Learn which journalists cover stories like yours.  Take notes on stories they’ve written or reported on.  Obtain their email and phone contacts from the media outlet website,  or call and ask the receptionist.  Make special note of issue deadlines.

Send press releases 4-5 weeks in advance of your event.   Give target journalists adequate time to evaluate and plan to cover your story. 

Send the press release in the body of the email.   If there will be a good photo opportunity at the event,  inform  the journalist.  If you have an event press kit photo, attach to the email.  In your introduction,  mention that you’ve listened to or read certain of his/her stories and that you wonder if there could be some interest in yours.

You must follow up with a phone call.   Ask the receptionist for the best call times,  or ask the journalist in your voicemail.  Confirm that the press release was received.  Ask if your story merits coverage.  Ask if additional information would be helpful.

  • Your email subject line should read FOR IMMEDIATE RELEASE,  so the journalist will know that a press release has arrived.
  • In the upper left corner,  the press release sender gives contact info: name,  title,  company name and address,  email,  telephone and fax.  If you are alerting journalists to a particular event,  provide the organization name,  address,  website and other contact info in the upper right corner.
  • In BOLD CAPS,  state your press release headline.  Make it straight to the point,  a title for your story.  Above that give the press release date,  also in bold.
  • Below the title,  you may also provide a 3-4 sentence summary overview of the press release subject.
  • Next,  provide the body of the press release.  Write in the third person and include the relevant who,  what,  when,  where and why of your story or event.  Give an unbiased and factual account that communicates why the journalist and his/her audience will find your story newsworthy.
  • If your press release is longer than one page,  you may choose to include bullet points to detail key story elements.
  • Conclude with 2-3 sentences about your company,  your product/service and website link.  Also include links to any related or relevant articles in which you have been mentioned or profiled,  as well as applicable video links.

Persuading the media to publicize you,  your work or your community involvement is always much more compelling to current and prospective clients than any advertising you could ever buy.  Third party endorsement is always perceived as more credible.

If packaged correctly,  what you do in your professional and/or personal life could be considered newsworthy by any number of local (or national) media outlets.  Put on your thinking cap and identify how you can contribute a story that will pay dividends for your professional reputation. 

Thanks for reading,

Kim