Your press release should follow the standard layout outlined below and be no longer than one A4 page. The standard layout for a press release is:

Your logo (if you have one)

PRESS RELEASE

Issued: (date)

For Immediate Release or Embargoed Until: (date)

Title: (keep it short, grab the attention of the Editor)

Start your press release

At the end of the press release type
###ENDS###

Notes to the editor: (for further information, etc.)

First line:
After the words PRESS RELEASE, type “Issued” and type the date you are sending out your release. Under that type either “For Immediate Release” or “Embargoed until” and the date when you release can be used. Under that type the title to your article.

Title:
The title is similar to the headline in an advertisement but you will want to make it attractive to the editor, so that your release is chosen. The title will contain your main idea. You may find the title easier to write once you have written your lead (see next paragraph). Keep the title short and don’t try to be too clever with the words. Editorial staff are busy and will want to know what you story is about without having to unravel some type of riddle.

Body:
After the title start work on the body of the press release. The first line or two carries the most important information about your story. This is called the lead. After the lead, the information is presented in decreasing order of importance known by journalists as the inverted pyramid structure. The most important information (widest part of the pyramid) is at the top, the least important information (narrowest part of the pyramid) is at the bottom. By writing your press release using this rule you will know that no matter how short your readers attention span the important information will be read. Editors often cut the story length to make them fit the space they have available and it is much easier for them to cut the last paragraph or two than to re-write every story trying to cut out the least important information.

Guard against burying the lead. In a complex story where there are lots of interesting facts discovering the lead can be difficult, you will need to prioritise. There can be only one lead, distil your story until you have one clear point for the lead. If you try to get two or three points over in the lead no one will remember your story. It is easy, especially if you are writing about something you know well, such as your business to get bogged down in the detail and not get to the core of the story. By writing about details you can miss the central story that should be your lead. Imagine you can only write two lines – what would they be? Spend time on the lead and get it right.

The first paragraph should contain all of the important information, the: who, what, where, when, how and why of the story. Write as if you are speaking to the publications readers. You will be able to see the style you need to use by reading the publication.

Use the second and subsequent paragraphs to expand on your message, tell the readers what is new or unusual about what you have to offer. Back this up with facts and figures. Statistics aren’t easily remembered so don’t go overboard with them. If possible include a quote from a key person. Appeal to an emotion if you can. Using surprise, greed, anger, disgust, etc., will ensure readers remember your story. Highlighting a gap in your readers knowledge by pointing out something they won’t know and then filling that knowledge gap with information will also ensure your story is remembered. Try to include emotion and knowledge gaps if you can. Finish your story with times, dates, brief details on how to contact you or place an order.

Notes to the Editor:
Finish your release with notes to the editor. This section will include captions for the photographs you are sending. Make sure it is clear which caption goes with which photograph. Include all of your contact details: company name, contact name, full postal address, telephone, mobile phone, fax, email, website, etc., make it as easy as possible for the editorial staff to contact you. Any background information on your company that you think may help the story – opening times, venues, how long you have been involved in the market.

Always include one or two photographs if you can. Use your very best photographs that present whatever you are offering in the best possible light. Photographs with bits of you product cut off, blurred or not square will do more harm than good. It is worth commissioning a professional photographer, if your budget allows, to take photographs for you.

That is the basics of a press release. How to make your story memorable is an art in itself and we will return to that another time.

marketing - printed media - digital media - exhibitions - information archive - contact the adworks