Public relations goes above and beyond the use of a press release, but that is not to say that press releases aren’t important. Press releases still play an important role in PR. The way press releases reach readers has changed in the past ~10 years; press releases are being sent to customers and consumers directly instead of being sent to a PR firm or media contact who would then relay the information therein. When writing a press release, remember that your audience can change depending on where you plan to submit you press release.

While the strategies of public relations have been transformed with the advent of the Internet, press releases may still hold some value (despite the multitude of other sources for PR and coverage). There are many things to consider when writing a press release, a major one being that of your reasoning for writing it. It ought to convey some sort of value for its readers, offering some sort of benefit they may see from the contents of the press release. When readers, and especially with journalists, find value in your press release, they are more likely to share it and pass it along for others to read.

Layout
1. 1-2 pages in length.
2. Double-space.
3. 1.5 to 2 inch margins.
4. Use company stationary with logo and slogan.
5. Avoid bright or dark-colored paper.
6. Center “News Release” at top.
7. Place a “release date” under “News Release”.
8. On second page, type “page 2″.
9. Use company stationary with logo and slogan on page 2.
10. Leave out “release after” date on second page, all else should be the same.
11. At end of press release, type “-30-” or “# # #”.
12. Include both black & white, color, and a variety of font
sizes (but no more than four).

Format
13. Inverted pyramid (biggest point or major message first).
14. Straight to the point at the beginning.
15. First and second paragraphs devoted to your main message.
16. Secondary information comes AFTER main message.
17. No pussyfooting around, be clear up front, at the very beginning.
18. Don’t go on and on.
19. In the third section, establish a connection with you.
20. Use a problem/solution format.
21. Comparing and contrasting ideas can be inside the problem/solution format.
22. Be careful of your facts, spelling and grammar
23. Only one news release per e-mail or envelope.

Information to Include
24. Newsworthy information, not sales copy
25. All the Who, What, When, Where, Why and How elements. Their order depends on level of importance.
26. Enticing headline which summarize the material/news.
27. Photos if available, or where they can be accessed in press section of your web site. No stock images.
28. No cover letter.

Distribution
29. Don’t send press release out in a mass e-mailing
30. Don’t pester contacts
31. Editors will not distribute anything sloppy, difficult
to read, or understand.
32. Mail release by first class mail.
33. Don’t use any type of labels, including your return address.
34. Add “PRESS RELEASE” and “Release Date:” on outside of envelope.
35. Places to send press releases: writers@[magazines]; writers@[newspapers]; trade journals in your industry; print magazines on the topic; online agencies that distribute news releases.

(c) Copyright 2004, Catherine Franz. All rights reserved.

Catherine Franz, a Certified Professional Coach, specializes in infoproduct development. Newsletters and additional articles available: here and blog: here.

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