EFFECTIVE PRESS RELEASES
Effective press releases do more than just generate news coverage for
your organization. They tell the media and the public who you are and
what your organization is about. They also keep the focus on the
information you want to convey, and can help shape your public image.
Here are some of the basics…
Some other points to keep in mind…
Media response to a press release is dependent on several factors such
as the overall importance of your announcement, other news that is
occurring at the time, the time of your press conference, event, etc.
Send your release to every local and regional newspaper, radio and
television station. Include the smaller daily and weekly newspapers, and
all of the radio and t.v. stations. .
Put a headline above the first paragraph. Use capital letters to indicate
when the information can be released. Put the date the release is sent,
name of the person to contact, and their phone number.
your organization. They tell the media and the public who you are and
what your organization is about. They also keep the focus on the
information you want to convey, and can help shape your public image.
Here are some of the basics…
- Keep it short. A page to a page and a half, except in an extreme
circumstance. - Keep it focused. Stick to the main reason for the release and avoid
extraneous information. - Who, What, When, Where, Why and How. The most important
thing reporters want to know is Why is this important, and Why do
people need to know about this? Put that information near the top. - Avoid creative prose. Lean toward a formal tone and stick to the
facts. - Distill technical or research information. Help the media understand
it so they can better explain it to the public. Give examples of how
the technology or research benefits or helps consumers,
homeowners, athletes, automobile safety, etc. - Go easy on the numbers (unless you’re reporting survey results).
Round them and include only the most important figures. - Use a Note to Editors at the end of the release for special
instructions, i.e. interview availabilities, location, etc. - Think outside the box in terms of the important information to put at
the beginning of the release. What’s important within the walls of
the organization may not be important to the public.
Some other points to keep in mind…
Media response to a press release is dependent on several factors such
as the overall importance of your announcement, other news that is
occurring at the time, the time of your press conference, event, etc.
Send your release to every local and regional newspaper, radio and
television station. Include the smaller daily and weekly newspapers, and
all of the radio and t.v. stations. .
Put a headline above the first paragraph. Use capital letters to indicate
when the information can be released. Put the date the release is sent,
name of the person to contact, and their phone number.
Visit our Headlines page to see
examples of what an effective press
release can do.
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Effective press releases are one
part of your media plan. Visit our
Solutions page to learn more.
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Is a press release your only option
in a damage control situation? Visit
our Crisis Control page.
Contact Us to discuss an Effective
Press Relations seminar or
workshop for your organization.
examples of what an effective press
release can do.
Return to The Insider
Effective press releases are one
part of your media plan. Visit our
Solutions page to learn more.
Return to The Insider
Is a press release your only option
in a damage control situation? Visit
our Crisis Control page.
Contact Us to discuss an Effective
Press Relations seminar or
workshop for your organization.
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