The standard press release begins with contact information, mostly likely the name, phone number and e-mail address of the person who wrote the release. Then comes the headline, arguably the most important four or five words in the whole press release. The headline will be what the journalist reads first. If it's not intriguing, newsworthy and unique, he'll read no further.
Below the headline often comes a brief, one-line summary of the press release. Like the headline, the summary should draw the reader in quickly and motivate them to learn more.
Since a press release is supposed to look and feel like a story in a newspaper, it's important to include a location and date stamp at the beginning of the first paragraph. Something like, "Palo Alto, CA - February 5, 2007." Like a standard news story, the first sentence, or lede, should summarize the main news of the press release in 25 words or less.
The rest of the body of the press release should answer all of the questions a journalist might have about the product, service or event that you're announcing.
Press releases typically end with a short description of the company or organization that's issuing the release, along with a call to action. The call to action could be to participate in the event being promoted, to take a test drive of the product, or simply to find out more by contacting the author of the press release.
[INSERT ATTENTION GRABBING HEADLINE]
The three core tenets of writing a press release headline are:
Strong Lead Sentence
Summary Bullet Point One (if makes sense)
Summary Bullet Point Two (if makes sense)
Summary Bullet Point Three (if makes sense)
[DATE],[CITY], [STATE]
Introductory Paragraph
[QUOTE]
The goal of the body is to describe all the relevant details of the story and your brand’s involvement in it. The key word here is relevant.
Every great press release uses the inverted pyramid formula to do this:
You include the most pertinent details right at the top and then get into the less vital aspects as you go on.
[Second Paragraph]
[Third Paragraph]
[QUOTE]
Including quotes is a good way to boost the credibility and personality of your press release to a reader. However, always ensure that your quote is relevant in the context of the article.
Closing Paragraph
Name of Press Contact:
Phone:
Email:
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