By Katie Belton
Press releases or public service announcements are an essential element of any public relations strategy. These short, compelling articles detail new information, products, events and other newsworthy items.
But great press releases do more than just inform — they should pique the interest of readers and inspire them to seek more information.
Everyday, reporters are swamped with potential coverage and story ideas. Your press release needs to grab the reporter’s attention and provide the basic details for developing a good news report.
Press releases should be to the point, written in AP style, and follow the basic inverted pyramid format: the most important information should be presented first with the less important following. Visit http://owl.english.purdue.edu/owl/resource/735/02/ to learn to write in AP style.
Your headline should be attention grabbing and explanatory, a reporter might only read your headline to decide if they are going to read the rest of your announcement.
The first sentence of the press release is the most critical. The “lead” will hold the readers attention and provide the most important information. This needs to be well written and accurate.
The following paragraph should “sell” your pitch and provide the necessary supporting information for your lead. This will be short and only consist of one to two sentences. Get to the point to include hard numbers if available. Reporters are busy people and only want the most relevant information. Leave the artistry to the professional writers.
The next few paragraphs can consist of details and history. Explain the organization/event or provide supporting facts for the first few paragraphs.
Your press release should be no longer than two pages double-spaced.
Proofread your press release several times and make sure there are no grammar, punctuation, or spelling errors. Include your contact information at the top of the page – usually a phone number and e-mail address.
Prominently include contact information that reporters can use to follow up on the press release. Whether you or someone else is the media contact, don’t forget to display an email address and phone number. Make sure the contact person is aware the press release is being distributed and is ready to answer questions in a timely manner.
Use press releases to your advantage and take your time developing the important announcement.
Send your press release directly to the reporter who would cover the event. You want it in the reporter’s hands for the best chance of getting media coverage.
http://edis.ifas.ufl.edu/wc113 walks you through detailed steps to writing effective press releases.
