Writing Your Press Release

Here are some tips to help you write your press release:
Use straight, to-the-point language and try not to include jargon.

Avoid using conjunctive phrases (such as wasn't and isn't), and keep a lid on hyperbole ("It's the most fantastic event of its kind").

Be factual. Don't guess your facts and don't distribute old information.

Properly define abbreviations or acronyms for organizations, objects, and so on.

Be sure that the editor can easily determine the major facts from your press release. As part of your preparation, organize your facts as follows, stating:

  • who you are;

  • what you are doing;

  • when you're doing it;

  • how you'll do it;

  • where you'll do it;

    and why you're doing it.

Here are format suggestions:

A banner tells an editor that your document is a press release and who sent it.

The headline summarizes an essential fact and can be a bit more creative and suggest a theme.

A slugline is optional and can back up the headline with a secondary fact.

The first line of the release is called a lead line. Open with the who you are and the release date.

The first sentence of the release should explain the headline in one complete sentence.

The body of the release is the story (don't forget to double space).

Put the most important information first, followed by information in order of diminishing value. Start with who, follow with what, and end with address, phone numbers, fax numbers, and e-mail and Web site addresses.

Continue to Press Release Format…