Press release template

Have you ever wondered how to write a press release?

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Well here’s a template for you. And here’s some general advice on how to write a press release.

Press Release

For immediate release or you can write embargo Monday 7am if it’s something that you would prefer would not be announced until then

04.10.11

 

Interesting headline here that is relevant to the information on the release

 

First paragraphs should lay out exactly what is happening, where and what the main points of interest are.

Separate paragraphs nicely like this using about 11 or 12 point text in Microsoft Word. Each paragraph should make a point and if you need to use bullet points you can to list certain items such as products or services or survey findings or key points. This is really adequate enough length for one paragraph.

Ms Jo Bloggs, general manager of XYZ Adventure Activities said: “Nice little quote here that actually says something of substance so it can be easily reused in an article. It’s handy to put in Ms, Mrs, Miss or Mr if a name is one that doesn’t strike us as definitely male or female.”

Also include the title of the person you are quoting so that we know whether they are the founder, owner, manager, co-founder, director and so on. It’s important that you give the right details.

You can go over one page. But remember the journalist won’t have much time to read it so it is important to have your press release to the point.

Note for editors/additional information:

The company was founded in 19XY etc etc.

Any online presence such as a website or Facebook page can be good to add. If you write the website like http://webcontent.ie the reader will be able to link straight to it by clicking on it. If you write just WebContent.ie a person won’t be able to click on the website from within your email.

For further information contact:

Name, title, company

Email:

Tel: and Mobile:

Images available from:

Why not set up a Flickr account or Dropbox folder and allow editors to download photos from there?

 

PR from the journalist’s perspective

Quite often, as a journalist, I get asked about PR. Sometimes people like to know just the basics of getting PR, who to send a press release to, how to structure a press release and so on.

Obviously, having worked as a journalist and having been sent tonnes of press releases from PR companies and individuals over the years, I’m pretty familiar with the structure of a press release.

Today I was asked by a stranger for some feedback on a press release. Instead of looking over it in a Good Samaritan kind of way and providing feedback, I decided to write up some pointers. I wasn’t being mean with my time, it took time to come up with the tips I sent to the individual in question. I hope they are of some help, and if they’re not, that’s exactly why I would recommend businesses work with a professional PR outfit to get their message out.

[Irish spinner and spinning wheel. County Galway, Ireland] (LOC)

You can spin your own press release at home

PR Tips

  • does your press release include something new i.e does it contain newsworthy information?
  • do you have a catchy headline?
  • are the most important details in the first paragraph?
  • do you have who, what, when, where, why, how covered off?
  • so you have some interesting, useful quotes in the press release?
  • have you mentioned the USP of the product/service?
  • have you kept it to one page of a word document?
  • have you included a mobile phone number so radio stations can contact you easily?
  • have you considered doing up a different release for local media – have a look at how a local paper will cover something differently to specialist areas such as music or technology
  • have a look at irishpressreleases.ie to have a look at other press releases, try and seek out ones written by professionals to get a feel for how your release rates in comparison.
  • when sending a release don’t carbon copy (CC) journalists on the one email with their email addresses visible, it’s best to Bcc or send individual mails
  • ensure you’re sending the press release to the right person – you can pick up the phone and check with the relevant publication beforehand
  • journalists really don’t like getting a raft of phone calls ‘did you receive my press release’ or ‘will you be running with this story?’
    • it is quite likely they will have received your press release and they may not honestly know till closer to publication if their editor will run with it.

The above tips are absolute basics and in no way replace the expertise of professional PR people. As with everything, you can DIY it but in many cases that doesn’t mean having the same finish as having a professional in to do the job.

If you’re looking for professional PR help have a look at the PRII website or the PRCA listing of consultants or drop me an email and I can recommend some PR consultants.

What are your tips for getting PR coverage?