Media – Sending a Press Release
Press releases are an important way for groups and organizations to get the message across.
The idea of a press release is to give reporters, editors, and producers a written document about an issue or event, so that they will write a story or produce a show about that issue or event.
It should give these journalists the basics of the issue, allowing them to follow up for a more detailed article. But it should also be written as though it is a newspaper article itself - that’s because some newspapers (especially in smaller centres) will publish an entire press release directly, if it’s written in the right way.
Journalists get lots of press releases every day. So your press release must also be written in a way that catches their attention.
And make sure your issue or event is newsworthy – it must be topical, timely, and have a local component.
Don’t think of writing a press release as a daunting task. It can be easy once you get the hang of it!
1) Format – What should a press release look like?
All press releases follow a specific format. This makes it easier for journalists to understand your story.
- Use standard page margins – usually a one-inch margin all around. (But sometimes you have to compress the margins on the top and bottom to make the release fit on one page.)
- Make sure that the whole press release fits on one page! It’s more likely to be read that way.
- Start with your group or organization’s logo or letterhead at the top.
- Indicate the date that you’re issuing the release.
- Also write the release date – this is usually the same as the issuing date, but if you want the story covered right away, write “For Immediate Release”.
- The headline goes next. It should be centred on the page, and in bold type.
- Next is the body of the release. This should be five or six short paragraphs.
- When the body is finished, type ” – 30 – ” in a separate, centred line at the bottom. This tells journalists that it’s the end of your press release.
- Put in a contact name and phone numbers so journalists can get more information - office or home phone and cellphone are good to include.
After all, you do want them to contact you!
2) Content – What should the press release say?
The Headline: A headline should be catchy enough to get the attention of the journalist so that they read the whole press release and, hopefully, cover your story.
It should also be short and succinct, not more than 10 words. But it should also state the exact reason for the release.
Think about the short, snappy, informative headlines that you read in the paper, and try to write the headline for your press release in the same way. Read your headline and ask yourself if it would make sense to someone who isn’t familiar with your issue.
The Body: Keep the body of your press release short - about five or six short paragraphs, with no more than three sentences per paragraph.
The first paragraph should state the “who, what, where, when, and why” of the issue or event.
And use it to get to the point as quickly as possible – don’t leave the important information for the end of the press release – put it in the first paragraph.
- So, instead of: On July 6, the Director of the Local Community Information Centre announced her group’s inaugural Social Assistance Review event, called “Dignity and Security”.
- Write: Local residents want “Dignity and Security” from a bold and broad Social Assistance Review, announced the Director of the Local Community Information Centre.
The rest of the body should give more details, explain the issue or event, and emphasize the key points you want to make. Think of your press release as a triangle, with the most important information at the top and less important information at the bottom.
Using a quote for your second paragraph is a good idea, because it adds local flavour and allows you to state your group or organization’s opinion about your issue right off the top.
Intersperse statistics and quotes into the press release to support your key points.
Make sure that any information you provide is clear, complete, and accurate. Provide sources for statistics and names and titles for people you quote.
Keep the tone of your press release relatively formal, but conversational and informative.
Once you’re finished writing, go back and edit.
- Eliminate every unnecessary word.
- Use concrete terms (people, places, things) instead of abstract ideas (concepts, initiatives, ideas).
- Make sure your words capture the tone you want to convey.
3) Where to send the press release
Think about which newspapers, radio stations, or other media outlets you want to cover your issue or event, and target your press release to them.
If you don’t know which newspapers serve your local community, check these online sources for information:
And if you want to target local radio stations, check these online listings to find out which stations are nearby:
Send your press release either by email or by fax to the editor of your local newspaper or a reporter who you know covers issues or events like yours.
Send it to the producers of local radio talk or call-in shows, or to the news department of the radio station.
And, if you have time, follow-up with a friendly phone call to encourage them to cover your issue or event!
