Sunday 25th JAN 2009
Press releases are in all actuality 'cookie
cutter'. Once you get the hang of writing them, all you have to do
is fill in the blanks. Press releases conform to an established
format. Journalists receive so many press releases each day, they
have set standards and expectations that must be met to have your
release read, let alone published.
Some of these common structural elements
include:
Press releases should be typed on company
letterhead. If this is not possible, at least add your company
logo. Contact information for your organization including, company
name, web address, location address Email and phone number should
be printed clearly at the top of the page.
PRESS RELEASE should be spelled out in all CAPS
and centered in bold. If the press release is for IMMEDIATE
RELEASE, say so, on the left margin directly above the title in all
caps. If you are sending the press release to only one
publication—state “first run.”
Standard format is double-spaced and not longer
than two 8 ½ X 11 pages. Be sure and put your name, address and
page number at the top of each page.
Headline -The headline should
be centered, and in bold about ten words -- or less -- The headline
should summarize the information in the press release, but in a way
that is exciting and dynamic; think of it as a billboard along a
highway.
Dateline -contains the release
date and usually the originating city of the press release.
Introduction -first paragraph
generally gives basic answers to the questions of who, what, when,
where and why. Make sure the first 10 words of your release are
effective, as they are the most important. Tell the audience that
the information is intended for them and why they should continue
to read it.
The opening paragraph must also contain the
hook: the one thing that gets your audience interested in reading
more -- but remember that the hook has to be relevant to your
audience as well as to the news media.
Use 3rd person to tell your story avoiding
hyperbole or overt promotional language. English is written in a
style that is direct and to the point. Avoid excessive use of
adjectives and fancy language. Deal with the facts. Editors will
quickly trash media releases that make outlandish promotional
promises -- "the best ever," "everyone wins," "one-of-a-kind,"
"changing humankind forever."
Body -provides further
explanation, statistics, background, or other details relevant to
the news. The Body uses a strategy called the inverted pyramid, the
body of the press release should be written with the most important
information and quotes first. This inverted pyramid technique is
used so that if editors need to cut the story to fit space
constraints, they can cut from the end without losing critical
information.
In the Closing Paragraph
-repeat the critical contact information address:
Individual to contact, address, phone, fax, email, Web site
address.
Boilerplate -is generally a
short "about" section, providing independent background on the
issuing company, organization, or individual.
Close -The end of a press
release is denoted with "###" symbol. In other countries, other
means of indicating the end of the release may be used, such as the
text "end".
Don’t forget to follow up with a friendly phone.
If your press release is not published, don’t take it personally.
Keep working on your writing and sending press releases on your
events. Overtime your name will be recognized and your organization
will become credible.
Read -There are over 1,800
books listed on Amazon.com under press release. This is an
opportunity to teach students the value of reading and writing in a
real life situation.
By Liz
Gallego
Founder of the Texas Association for Hispanic Dance
and Culture a 501 (C) 3 non-profit corporation. www.texasfolklorico.org
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