Press Releases

What is a Press Release?

• Informs reporters about your event, report, or issue. Use a press release to alert your local media to an event that is taking place (for example, a rally or speaker, a statement sent from local groups to your member of Congress, etc.) and to offer a perspective on that event.

• More detailed than a press advisory-a release should tell all the information a reporter needs to write their piece.

• Envision, then write the press release as the news story YOU would want to see written.

• Sent out the morning of or the day before the event.

• Headline. This will make or break a news release-include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short (and remember to use a large font).

• Important information should jump off the page-most reporters will only spend 30 seconds looking at a release.

• Spend 75 percent of your time writing the headline and the first paragraph.

• Use the inverted pyramid style of news writing. Make your most important points early in the release and work your way down.

• Keep sentences and paragraphs short. No more than three sentences per paragraph.

• Include a colorful quote from a spokesperson in the second or third paragraph.

• Include a short summary of your organization in the last paragraph.

• Mention "Photo Opportunity" if there is one. Be sure to send a copy of the release to the photo desk.
  

Structure / Form

• In the top left corner, type "For Immediate Release."

• Below "For Immediate Release," type the date.

• Contact Information: In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Including the contact's home phone number, if appropriate.
  

• Type "###" at the end of your release. This is how journalists mark the end of a news copy.

• Type "MORE" at the end of page 1 if your release is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages. Press releases should not be longer than two pages max; one page is best.

• Print your release on your organization's letterhead.
  

• A release should be sent out the morning of, or the day before your event.

• To determine which reporters to send the release to, start by looking through back issues of the newspaper or on the web for articles on your issue, and note the authors. If your local newspaper has not covered your issue specifically, look for the reporter who covers world issues, or call the main desk of the paper and ask for their name. (See "media options" section for more information).

• Generally, send a release to only one reporter per media organization.

• ALWAYS make follow up calls after you send the release. If your release is announcing an event, make the calls the morning of the day of your event.

• Have a copy of the release ready to be faxed when you make the calls.