Press Release
A press release is a short, factual piece issued to the media to announce a newsworthy event or activity. Many news stories are triggered by timely, well-written press releases. While most media will use a release as background information for an article or broadcast, small community newspapers may run a release verbatim or with minor changes.
Follow these tips to write and place effective press releases promoting media coverage of your news.
- Produce press releases only when your announcement is newsworthy.
Determine whether a press release is warranted based on the importance of the information and how useful it will be to the media. You might issue a release in the following instances:- Launch of a new public education program, such as It All Adds Up to Cleaner Air
- Receipt of a grant or donation
- Release of poll, survey, or study results
- Introduction of a new service or significant changes to existing services
- Appointment of a director or high-level staff person
- Desire to publicize the local impact of a national news event
- Formation of a special task force or local coalition
- Seminars or workshops featuring a celebrity speaker
- Local activities that tie into significant timeframes (e.g., Earth Day, Clean Air Month, Transportation Week, and Try Transit Week)
- Desire to honor a key individual or organization
- Keep it short. A release should be no more than two pages in length, double-spaced. Sentences and paragraphs should be short.
- Stick to the format. Releases should be typed on your organization's letterhead and adhere strictly to the standard press release format. Use appropriate marks that indicate end of page and end of release. (See Sample Press Release.)
- Give the most important details first. Begin with a headline that summarizes the release. The first paragraph should provide the basic news-at-a-glance by answering the six questions "who, what, where, when, why, and how."
- Write factually. Editorial comments or other opinions should be expressed only in direct quotes. Avoid technical jargon. If it must be used, explain terminology.
- Provide quotes. Include quotes from recognized authorities, if possible.
- Check for accuracy. Proofread the release. Verify all facts, statistics, names, and titles.
- Seek placement. Distribute press releases to local print and broadcast reporters. Follow up to ensure that they received the release and to encourage them to write or air a story. Try to schedule an interview for the organization's key spokespersons.
- Monitor results. Collect resulting newspaper clippings and broadcast segments for your archives for use in documenting and evaluating your outreach efforts.