Why a Press Release?

• Name recognition
• Potential free media placement
• Informing customers about new products or developments
• Keeping customers informed
• Building relationships

 
The Goal of a Press Release:

• The goal is Newsworthiness & Timeliness in the opinion of a publication’s editor
• The editor must understands the details and think that other people will be interested

 When to use a Press Release?

• Anniversaries, milestones
• Classes or service offerings
• Event announcement
• Goodwill/humanitarian efforts initiated by your club or organization.
• New services and offerings (e.g., women’s only practice)
• Opinions (editorials) on pertinent subjects
• Personnel changes
• Promotion, contest, or give-away
• Results from competitions (care should be taken to avoid making people think USMS is only for competitions).

 
General Instructions

• Length - Keep to 1 page or less (if 2, include "Page 1 of 2" numbering & "more at the bottom" at the end of page 1).
• By Mail - On 8-1/2 x 11 Letterhead, one side.
• By e-mail - Place properly formatted Press Release directly in e-mail body; zero attachments!
• It is advisable NOT to follow up after issuing a press release

ESSENTIAL PRESS RELEASE COMPONENTS:

 Part 1 - Date Instructions

• Either "FOR IMMEDIATE RELEASE" or if time sensitive, "FOR RELEASE BEFORE (or AFTER) [DATE]" in capital letters
• Be sensitive and know media editor’s deadlines for optimum issuance, check with the publication
• Send release out well in advance of your event

 
Part 2 - The Headline

• Use bold font
• Attention-grabbing
• Benefits-oriented (why would it be of interest to people?) and descriptive
• Use news language, not hype/promotion

 
Part 3 - Corporate Contact Information

• As much relevant information as possible and easy for media to contact you
• Name, phone number, address, company name, fax number, email and URL, after hours phone number, etc
• Indicate hours available at the listed numbers

 
Part 4 - Summary Sentence/Abstract

• Use italic font
• Start with "CITY, STATE (Dateline) - " to place the story and define the relevant release area
• Interesting summary sentence before the body
• 2nd chance to capture audience

 
Part 5 - Main Body/Content

• Your Target audience: (i) editors/reporters who read the releases and (ii) their ultimate core readers
• Attempt to customize the release style for publication type: local paper (general) vs. trade journal (academic)
• Write a benefits-oriented story that will be of interest to the target audience and keep their interest
• Tell audience why the information should interest them, what problems you solve for the readers
• Answer the 5W's (Who, What, Where, When, Why & How?) in the first paragraph.
• Provide remaining details in subsequent paragraphs in descending order of importance
• Use Small, simple paragraphs (2-3 sentences) for easiest reading
• Add a quotation from you or reader testimonial to break up the release and make for easy reading
• Subliminally inject a very short Organizational Summary (i.e. years in existence) if possible
• Keep the same message
• Use a non-sell approach
• Back up claims with concise and truthful facts and statistics
• Direct the reader to the specific page on your website where more information can be found
• Use active verbs; avoid passive voice
• Avoid excessive adjectives

 
Part 6 - Formal Ending

• Place ### at the end

 
Part 7 - Editor's Note after Ending

• Include brief information (i.e. interviews available upon request) exclusively for editors and not for publication

 Also

• Consider sending out a larger Press Release Kit with a Letter, Press Release(s), Business Fact Sheet, Biography, Samples, Photos, etc., Organizational Literature, Business Card