Once you’ve selected a newsworthy topic for your press release, it’s time to start writing. Keep in mind that press releases are read by writers and editors, so it should go without saying that your press release must be well written. If you’re not a writer, don’t be shy about contracting with a writer or a marketing services company to write your release for you.
Press releases are written according to a formula. The placement of various elements depends on the distribution outlet (which we’ll discuss tomorrow), but the key elements are:
Contact information – The name, phone number, and email address of the person who will be handling media inquiries.
Headline – A clear and catchy headline that conveys the essence of the release topic.
Place and dateline – The city, state, and date where the release originated.
First paragraph – The Who, What, When, Where, and Why of the release.
One way to think of a press release is as a pyramid, with the most important information at the top, and the supporting information below. Theoretically, a press release should be able to be reprinted as is, with the length cut to fit the space available without sacrificing important information. In practice, of course, that rarely happens, but it’s a good strategy to keep in mind while writing.
A press release often includes quotes from someone in the company, but these quotes are almost always manufactured. Essentially, you write the quote as you’d like it to appear, and then get the approval of the person to whom you’re attributing the quote.
As was the case when you decided upon the topic of your press release, write the release from the perspective of the audience of your recipient. What information would they like to know? What will be helpful to them? Avoid both stating the obvious and being too abstract. A good balance will ensure that your release is both interesting and informative.