How to Write a Press Release
A press release is simply a written communication distributed to the media. They typically announce a range of news items: special events, awards, news products and services, etc. A press release is designed to be sent to reporters/media outlets in order to encourage them to generate a feature story. Include the company name in the headline, the subheadline, and in the body of the first paragraph for optimal visibility via search engines and for reporters and readers. Use formatting sparingly. Large fonts and colors will only distract from your news release.
The Internet has certainly been responsible for blurring the lines between “news” and a press release. The goal of an effective press release is to prompt the media to report on your particular message, secondary “direct to the reader” benefits become more evident with the reach of the release through Internet based publicity. Include a "call to action" in your release. What do you want the readers to do with this information. If they will buy a product; include information about product availabilty. If they should visit your Web site or contact you; include the Web address and a phone number. The following information gives you some tips on how to write a technology press release.
The Press Release Format
Headline
Be creative, brief, clear and to the point - and develop your headline after you write the press release. Capitalize the first letter of all words but never use all upper case letters. No exclamation marks (“!”) - this is news, not an advertisement. Typical press release headlines are present-tense and exclude "a" and "the" as well as forms of the verb "to be". The easiest way to create the headline is to highlight the most important keywords in the press release. From the keywords, construct a logical and attention getting statement. Keyword usage will increase visibility in search engines, and reporters and readers will better understand the idea of the press release content. If the press release is for immediate release, you may write "IMMEDIATE RELEASE" in upper case letters on the left margin, directly above the headline.
SubHeadline
The subheadline is optional. It allows the opportunity to expand on and amplify the headline. Information in the subheadline can be an addition lure to put more readers' eyes on your press release.
Paragraph 1
Start with the location and date in which the press release is originated.
City, State Month Day, Year --
The first paragraph (two to three sentences) should sum up the press release while it grabs the reader's attention. Concisely state the 5 Ws and the H (who, what, when, where, why, and how).
Paragraphs 2, 3, 4, …
These paragraphs contain more detailed information, and make up the body of the press release. The body copy should be more than one paragraph yet compact. Avoid using very long sentences and try to keep the press release to less than 500 words. Avoid repetition and over use of technical jargon. If accuracy requires the use of industry-specific terms, define them. Expand upon the information conveyed in the first paragraph, including quotes from staff, customers and subject matter experts.
The second paragraph will build on the first and succinctly describe the news. The third paragraph should contain additional details, and a quote from the leader of the organization. A quote from the vice president or department head is appropriate if the release has a specific focus. Company history, statistics or data points could be used in a fourth paragraph. A fifth paragraph could include a quote from a different individual than used in the third paragraph; include a customer or industry professional offering a correspondingly favorable statement about the news.
Deal with facts - events, products, services, people, targets, goals, plans, projects. Make the press release appeal to reporters and the media by connecting it to current issues and events.Summarize the key points of your release in the last paragraph.
Additional 1
The title for this paragraph should be - About Company_Name:
Describe the company in one or two paragraphs; include background information about the company, the core business and any applicable business statements.
At the end of this section, point to your website.
Additional 2
Provide trademark acknowledgments, product or event timelines, availability, logistics, etc. in paragraph form.
Additional 3
The title for this paragraph should be - Contact:
The Company's Official Name
Media Department's official Name and Contact Person
Office Address
Telephone and fax Numbers with area codes and extension numbers
Mobile Phone Number (optional)
E-mail Addresses
Web site Address
Signal the end of the release with three # symbols, directly underneath the final line of the press release.
Read your Press Release - Does it:
- Articulate the problem being addressed
- Express the benefits of the solution in terms to which the audience can relate
- Include the proper mix of technical-terminology without being jargon-hell
- Contain quotes and real life issues/examples
- Sound credible, convincing, and consequential
Additional Resources
Check out the following chapters in the TechMaine Entrepreneur Handbook
Start-Up in Maine: Public Relations
Grow in Maine: Public Relations
