When we want to get the word out about new products, promote an upcoming event, or share noteworthy news, the press release is one of the most powerful tools available to an organization. These forms of professional outreach are event summaries sent to publications and other media outlets. If the outlet’s editor is interested in the event, they will likely respond for more information, compose a story on your event, and share your news with their audience. Because of the potential outreach and promotional benefits, the press release must be carefully crafted to appeal to the publisher as well as the audience of the publication.

At first glance, the press release is a relatively short and straightforward document. It is worth reiterating, however, that when we submit a release to a publication, we are requesting that others share our message. A reviewing editor will determine whether or not to pursue the story based on how relevant the announcement is to their audience and the professionalism of the release itself. If picked up as a story, the publication will likely tailor your message to their particular audience, but you must still provide suitable content.

But this complicates matters because you’re pulling double-duty writing to both the publication and that publication’s audience. Because of this, you can add promotional language to the professional standards we’ve discussed so far: this is the essence of marketing. The key is to keep your writing clear and concise while providing enough detail and content so that the publication can compose their own story if they choose to. All of this while maintaining professionalism and formality! Public communicators, marketers, and event planners use press releases for various purposes. One of the essential functions of press releases is to connect your organization with the public. Press releases are generally addressed to publication editors or other organizations interested in your release’s subject.

Promoting your event in an objective tone. Regardless of the subject matter, a press release is typically written to promote a specific event. Unlike other marketing materials that may use more expressive language, the press release maintains a neutral tone to not seem too biased. In part, editors prefer an objective voice because this mimics the journalistic approach to writing. On a more practical level, some publications will copy portions of the release for use in any materials written from the release. In my experience, some editors also dislike aggressively promotional releases.

Providing just enough content to pique interest. Keeping in mind that the goal of the press release is to convince the editor to follow up on the story, a strategy for composing press releases is to provide just enough information so that the editor wants to find out more. Providing quotations, for example, is an excellent way to develop a personal connection while controlling the story you want to tell. With too many quotes or quotes that share too many specifics, the editor or reporter may not have any reason to follow up! Provide quotes that speak to generalities and the “spirit” of the event but spare some details for later.

Timing is important. Beyond the writing, reviewing, and revising, knowing when to distribute the press release is also significant. Sending the release too early and it may be circulated across media channels with time enough for the public to forget. A release that is received too close to the event will not provide the publication with enough time to follow up and create a story.

Formatting

While the “voice” of your press release may take practice, the formatting of this genre is fairly standardized. These conventions are important because they allow the editor or producer to efficiently scan your release without having to search for essential details. Be sure to include the following elements in your press release:

Header Information

There are several crucial components to the press release header:

• Include your letterhead, logo, or branding at the top of your release to convey authenticity.
• Release timing. Sometimes referred to as the “release date,” this information helps communicate what stage the release is at.
  • When being circulated internally for review and revision, the release should be labeled DRAFT. Highlighting this in some way can help prevent early distribution.
  • When the release is ready for submission and potential publication, label the release as FOR IMMEDIATE RELEASE.
  • In some cases, it may be worth sending out a pre-emptive release well in advance of the event. For an especially newsworthy announcement, this can help the publisher plan accordingly and gather additional information. In these cases, label the release as FOR FUTURE RELEASE. Author’s note: labelling releases this way is not recommended as ther release could inadvertently be published earlier than anticipated.
• A catchy, concise headline should tell the reader the WHAT and WHEN. Headlines should stand out from the rest of the release. ALL CAPS and bolded is a common method.
• Sub-headline. Although not always included, a good subheadline will provide the reader with qualifying information such as the HOW and

Body of Press Release

The body of a press release also conforms to a generic formula. Paragraphs are short and follow a journalistic structure called the “inverted pyramid” method. To use this approach, begin your release by first providing the most important facts that the reader needs to know. These details are followed by additional information that is organized from most to least important.

Other important elements to include are:

• Date and Place Line. This is the geographic location and date of the event or announcement in the following order: City, State, Month, Day. The location is often written in all caps while the date is not. The entire line should be bold to stand out.
• • Compelling introduction. Following the “inverted pyramid” formula, introduce your event by sharing important information. Remember that this paragraph should also be compelling without relying on expressive language.
  • Body paragraphs. Continue to describe the event, providing interesting information, quotations from individuals involved, and any historical details worth sharing. Also
  • Call to Action. Before
  • About/Boilerplate. This concluding paragraph describes the organization and may include a short history and its purpose.
• End Notification. Indicated by a series of three number signs -###-, this line indicates the end of the release. Another less-common way to accomplish this is with -30-.
• Contact Information. Provide the name, phone number, and email address of the person to contact.

Author’s note: When working as a public communications officer, I discovered that many press releases are published in media outlets without any follow-up by editors or reporters. Instead, the press release is copied word-for-word and edited slightly. Be aware of this possibility when sending out your releases!

The inverted pyramid model complements the AIDA method, a marketing formula used to compose promotional materials. Simply put, the AIDA method is as follows:

• Encouragethe reader’s attention using compelling language such as action verbs and clear, concise statements. A headline written and formatted to stand out is a good start. In a single line, announce what the event is. Alternatively, you might also identify who is being recognized and their accomplishment. In the sub-headline, you can expand on this information by describing how or why this event or announcement is significant.
• Once the reader has been “hooked” by the headline, begin to generate interest by providing specific details that will resonate most with the reader. Using clear, concise statements, tell the reader precisely what is being announced. Avoid overly expressive language and fluffy language that may seem vague – or worse – inauthentic.
• Desire/Decision. With all of the relevant information, your release should evoke the desire to pursue the story. This should be accomplished in 3-4 short paragraphs in which you provide more in-depth information. Using quotes that the publication may use is an excellent strategy. Alternatively, the “D” in AIDA can also represent the point at which you prompt your reader to decide whether or not to pursue the story in press releases.
• Regarding press releases, the action we want the reader to take up is to request more information to develop the story further. This is accomplished with the section of your press release that provides contact information. IProvide the name, phone number, and email address for a point-of-contact person and invite interviews. In addition, we can indicate what materials (images, reports, data, etc.) are available upon request.

Works Cited

Image credit: “Inverted pyramid in comprehensive form” by Christopher Schwartz is licensed under CC BY-SA 3.0