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 story location and the release date. The first sentence
of the release should explain the headline in one complete
sentence.
A lead line can be about 15 to 20 words long and is often
the only part of the release that an editor will read. Unlike
the
Step One
and Two releases, your lead line for Step Three releases
can be creative, like a cleverly descriptive phrase or a thought-provoking
narrative.
- 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.
- Boilerplates are important because they are the only part
of a press release that is repeated, word for word, in
every release
you write. Start with who, follow with what, and end
with address, phone numbers, fax numbers, and e-mail and Web
site addresses.
- The closer is the "###" used as the universal symbol
that a story has ended.
Sample Press Release |
