A press release, also known as a news release or media release, is an official statement delivered to members of the news media for the purpose of providing information, announcing an event, or making an important statement. Its main objective is to get media coverage and inform the public about newsworthy events, developments, or updates associated with an organization, individual, or project.
Headline: A concise and catchy title that grabs the reader's attention and summarizes the main point of the release.
Dateline: Contains the release date and usually the originating city of the press release.
Introduction: This should answer the "5 Ws" – Who, What, When, Where, and Why. It provides a brief overview of the news you're announcing.
Body: This is the main part of the press release. It provides detailed information, including background, statistics, quotes from relevant individuals (e.g., company officials), and other pertinent details.
Boilerplate: A short section about the company or organization issuing the press release. It provides a brief description, background, and sometimes its mission.
Contact Information: Vital for journalists who may want to follow up for more details. This usually includes the name, phone number, and email address of the PR or media relations contact.
End notation: Traditionally, "###" or "-30-" is used to signify the end of the release.
Multimedia elements (optional): Modern press releases, especially those published online, might include photos, videos, infographics, or other multimedia elements to enhance the story.
Be Newsworthy: Journalists are looking for stories that will interest their readers. Your news should be timely, relevant, and of general interest.
Write Formally: Use a formal tone, third-person voice, and avoid using jargon.
Be Concise: Press releases should be succinct, generally one page or less, though this can vary.
Use Quotes: Include quotes from company leaders, stakeholders, or experts to give a personal touch and credibility.
Proofread: Ensure there are no grammatical or factual errors.
Target Appropriately: Send your press release to journalists or media outlets that cover your industry or topic.
A well-written press release can generate media coverage, increase visibility, and provide a controlled platform to communicate important information to the public. However, with the evolution of digital media, traditional press releases are often complemented or even replaced by other forms of content like blogs, social media posts, and other digital communication strategies.