Media Relations

How to write a press release.

User Rating: / 1
PoorBest 

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 on the upper left margin.
• Below this phrase or on the right margin, place your contact person's name and phone number.
• Compose a short headline that clearly describes the news release content and grabs the reader's attention. Center it in bold type on the page. Place concise secondary subheads in italics below the main headline.
• Begin the first paragraph with your dateline. The dateline identifies where the news originated. For example, "LANSING, MI. – Dreamscape Multimedia discusses small business and non-profit branding efforts at upcoming Culture of Success seminar."
• Put the date, time and other time-critical information related to your activities in the first paragraph. Concisely summarize the facts (who, what, when, where and why) in the first paragraph.
• In the second paragraph, insert a quote from a leader within your organization, such as the director or a project head, about the event or program. Be sure to identify the source of all quotes. Make sure that the quote content explains and enhances the story, and that there is a clear relationship between the person quoted and the story. Try to limit the number of quotes to no more than two people.
• Details on the event and the program go in the third paragraph.
• The final paragraph covers basic organizational information, e.g., who you are, history of the event or program. If you have a list of member organizations, sponsors, or other partners, list them in an attachment rather than incorporating that information into the text of the release. This makes it easier for a reporter or editor to review.
• If your release goes beyond one page, type "-more-" at the bottom of the first page. Keep the release to a maximum of two pages, but strive for one.
• At the end of your release, type "###" or "-30-" to indicate the end of the copy.

General Guidelines

• Use short, declarative sentences and double-space the lines. Make sure to use an active verb and the word "today" in your first sentence.
• Avoid the use of jargon and explain any acronyms at their first use, e.g. "Public service announcements (PSA's)." Also, avoid "puff" words and phrases such as "exciting," "very large," "monumental," etc. Be as clear and concrete as possible in your descriptions.
• 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 the release for clarity and flow, and be sure that 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.