Writing Effective Press Releases

     A well-written press release is an excellent communication tool to get a group's message out to the public. Groups utilizing accepted press release "etiquette" will draw attention to their ideas and events much more effectively than those who do not.

     You must first know the deadlines of the media source before writing your press release. How long will the newspaper or radio station take before announcing your news? Don't send your release two days before the event and expect it to be published. Two weeks ahead of time is usually a good rule.

     A phone call to the media source will get the deadline information you need. Also, be sure to find the name of the person directly responsible for press releases and send directly to them.

     A good press release should have a letterhead at the top. This will give an impression of formality that will dispel any notion of a false news report.

     Remember to answer five important questions when writing: who?, what?, when?, where?, and why?. Try to answer as many of these questions as possible in the first few sentences. Space and time constraints may have to be taken into account, and your news could be cut off at any time. When writing, imagine a triangle. Keep the important facts brief and at the top, with supporting information below.

     A good example is:

The XYZ Youth Club (who) will be hosting is annual "Know Your Rights" luncheon (what) on Monday, December 5th, from 11:00 AM - 1:00 PM (when) at the Anytown City Hall. (where) This luncheon is a free event sponsored by the club to educate young people on their constitutional rights. (why)

     Include your contact information at the bottom of the press release. Someone must be available to answer questions regarding your event. Include the person's name, telephone and fax numbers, and e-mail and mailing addresses. Contact information is almost always published with a press release.

     After you have sent your press release, call for a follow-up. Wait a few days if you have sent it through the mail, but a follow-up call for a fax can be done immediately. Don't badger them with questions on if and when they will print it, the call is only meant as a reminder and to keep your release on the top of their minds.

     Pictures aren't the best idea to include in a press release. If you must send a picture, however, send a small one of good quality. Do not expect your pictures to be returned. Call before sending your release and request permission to include photos. Although the editor may give you permission, your pictures are not guaranteed to be printed.

     Do not demand photo coverage for your event. A better approach would be to mention that photo coverage is welcome.

     General tips:

• Include a letterhead to authenticate your press release.
• Keep the news brief.
• Remember to answer the five questions: Who? What? Where? When? and Why?
• Double-space your release. This is preferred by most editors and makes for easier reading.
• Address the envelope directly to the editor in charge of press releases.
• Determine the most effective media for your release (newspaper, radio, TV)
• Don't misspell words or use bad grammar.
• Avoid flowery adornments and clichés.