Media Relations: Steps Taken to Write Press Releases

Press releases enable organizations to get their news out, to promote the work the people in the business or organization are doing, or to announce changes.

Writing press releases have characteristics that are unique to their purpose and audience.

1.) Successful releases have a “hook” to get the reader’s attention. Write a strong headline and opening sentence to propel the reader’s interest through the details of your release. See if your opening sentence, by itself, could tell the main idea. In the first paragraph, cover the who, what, when, where, how, and why of what you are announcing.

2.) Successful releases use expert quotes. Strong, succinct quotes drive the release and nail the main points your are making in the release.You can use direct quotes that you got in your personal interview in-person or on the phone. It is wise to get permission to use direct quotes. You can also use indirect quotes that you get from a written or spoken source hat were not directly made to you.

3.) Successful releases stick to the essential information.”Just the facts, ma’am,” as Joe Friday said. Present the facts in an interesting way, without “fluff”. Present your information so that it is relevant to what is going on in the community and to your intended audience.Make sure your information is accurate.

4.) Successful releases are written in a newsy style and use correct grammar. Keep the release to under 500 words, with relatively short sentences, three or four to a paragraph.

5) Successful releases provide contact information: points of contact, address, phone numbers, Fax numbers, emails, etc.

The media receive many press releases, so it is important to get your press releases noticed, seen as newsworthy and relevant,and, ultimately, communicated to your target audience.

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