The Press Release Format
July 29th, 2012
You have decided to write and distribute a Press Release about your upcoming lecture series that promotes your newly published novel. By following the accepted format established by media outlets, you vastly improve your odds for having your announcement published and broadcast.
This standard format is expected by every journalist on your distribution list. It is a simple template that helps you to compose your press release. It ensures you have included the necessary information for the journalist to determine if your message is audience worthy.
Because the first question a journalist might ask is “Who submitted this Press Release to me?”, your contact information is expected at the top of the front page on the left hand side. Include the contact person’s name, company, address, and phone number. The next requirement is a “Headline” in bold letters and larger print than the rest of the press release. Think of the headlines you see in the paper each and every day. These will give you an idea of what evokes the reader to read a particular item in the newspaper. The headline should grab the attention of the journalist and encourage them to read more of your release. After the headline, the first paragraph is introduced by the City, State of you or your company and the date of its release.
Journalists are inundated with Press Releases. They don’t have time to read every word and are in the habit of “skimming” press releases for information. Therefore, you must put your most important information in the first paragraph. You must write concisely using proper grammar and language that is understandable. Avoid run on sentences. It is faster and easier to read short, succinct statements.
Subsequent paragraphs can answer the Who, What, When, Where and Why, but keeping their interest between the headline and first sentences and paragraphs goes a long way in getting your release covered by the media. At the end of the release, you want to include a summary paragraph about you or your company.
Take the time to proofread, proofread and proofread again your Press Release. If you didn’t care enough to check the accuracy of facts or spelling or grammar, the journalist is likely not to care as well.
Use the journalist standard and accepted Press Release format and your Press Release will be skimmed and perhaps read for its newsworthiness. It is the first thing a journalist will notice about your Press Release. The first impression is the most lasting impression. Make a good first impression by following the Press Release format.
Categories: Press Releases
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