Media Relations

How to write a press release.

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A press release telling about a new program or event is a wonderful way to inform the local media and their audience about your latest efforts. Before you do this, however, you must know exactly what your intent is for this press release. Make sure you can answer the following questions:

• Who am I trying to reach?
• What is my message?
• What am I trying to accomplish by providing this message? (For example, are you trying to educate, motivate to take action, or persuade?)
• Why should the community care?

Once you've answered these questions, you are ready to begin crafting your new release. Below is a brief list of steps to take. We have also provided you a press release template and sample to assist you in building your own press release.

Basic Format of a News Release

• Print the release on your organization's letterhead.
• Place the phrase "For Immediate Release" and the date along the upper-left or upper-right margin.
• Directly across from “For Immediate Release,” include the label “Contact for Reporters” and place your contact person's name, phone number and e-mail address below.
• Next, clearly describe the news event with a short, compelling headline. Center your headline on the page and display it in bold font. Then, position a short sentence below the headline to summarize the release and write it in italics or bold using a smaller font size.
• Begin the first paragraph with your dateline. The dateline identifies where the news originated. Following the dateline, give a short, one or two sentence summary for your press or news release. Include the date, time and other time-critical information related to your activities. Concisely summarize the who, what, when, where and why. For example:

Lansing, Michigan – Best-selling author Matt Schoenherr discusses marketing strategies at a two-day Culture of Success event beginning Wednesday, December 12, 2012, at Madison Square Garden in New York City. Tickets for the event sold out during the first week of sales.

• In the second paragraph, provide a quote from a leader or key person within your organization. The leader quoted should be closely connected with the event and their role should be clearly identified.

Note: Ensure all quotes add value to your story. Limit the number of quotes captured in your release to one or two people.

• The third paragraph may contain additional details on the event or program, as well as information on its history. This is also the place to include contact information for those who are interested in learning more.
• The final paragraph(s) should contain information about your company or organization and the history of the event (if applicable.) You can also do the same for a partner or sponsor, however if you want to list more than two, avoid placing them here. Instead, include the list in a separate attachment. Your goal is to make the news release easy to read and digest for reporters and editors.
• If your release goes beyond one page, type "-more-" (without the quotation marks) at the bottom of the first page. Limit your news or press release to no more than two pages; one page is preferred.
• Finally, typing "###" or "-30-" (without the quotation marks) at the very end indicates the end of the copy.

General Guidelines

• Use short, explanatory sentences.
• Avoid the use of jargon. Explain any acronyms at their first use, e.g. "Public service announcements (PSA's)."
• Avoid glorifying or demonizing within your release. Your goal is to report news without driving public opinion about your news. Avoid judgment words like "very," "thrilling," "massive," etc. Your descriptions should be as objective as the lens of a camera.
• Link the facts of the project or event to an important issue or need in your local community. Using real-life examples helps make the human connection. Highlight benefits of your work to the community.
• Review for clarity and flow, and ensure all words and names are spelled correctly.

Thank you to the National Association of County and City Health Officials (NACCHO) for their contribution to this idea.

Interview during rush-hour news programming.

Offer to be available for comment or interviews on your effort. Television or radio news programs are always interested in talking with local experts who can speak to the issues faced by the community, especially during rush-hour radio broadcasts or early morning/late evening TV programming. The broader your topic, the more appealing you will be to these news producers. Contact program producers or hosts and offer your contribution. If they like your eloquence and topic, they'll gladly put you in front of their audience.

Make the local media your partner.

Consider approaching your local media stations (radio, television, newspaper) to discuss the possibility of a partnership to raise community awareness on your issue or industry. With the right spin, you will be able to broaden the awareness in your local market while also sponsoring community discussion at city council meetings, festivals and other community events. In joining forces, you bring value to each other; your outreach efforts are improved and the value and local impact of their programming is increased.

Editorial opportunities.

Often, radio stations will set aside time in their news schedules for taking public comment on important issues. Begin by calling the news directors of your local radio stations and ask for the chance to offer you editorial comment. (Make sure you have a good sense as to whether they cater to the audience you want to reach.) Focus on local concerns related to your work.