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How to Write a Press Release

By Kathy Constantine

A press release is a format in which the writer communicates to the press in a narrative form the "who, what, when, where and how" of a story. The newspaper may then use the information contained in the release to write a story. If it is well written, the news release may be reproduced verbatim. If the story is of high interest to the editor, he or she may contact the person listed on the release for more information or to schedule a personal interview.

You don’t have to be a professional writer or journalist to write an effective press release. Anyone who has a good command of the English language and who follows the simple rules below can do it.

There are no special rules to determine the type of story that will be of interest to an editor or a newspaper. Local publications offer the best opportunity for small stores to "make the news." In order to have a story published in a large metropolitan newspaper, the story must be truly newsworthy and timely.

How to construct a press release:

• State the facts as clearly and concisely as possible.

• Put the most important information (who, what, when, where and how) in the first paragraph,then follow with the details.

• Concise quotes within the story are desirable.

• Short words, short sentences and short paragraphs should be used when possible.

• The release should be typed and double-spaced on white paper.

• If the story is more than one page long, center the following at the bottom of the page:

-more-

• The end of the release is indicated with the following centered in the page:

###

• A contact person (name and phone number) should be listed at the top of the release.

• Each page of a press release should end with the end of a paragraph and each page should start with a new paragraph.

• If the information in the release requires that it be released on a certain date, this should be indicated at the top of the release. In all other cases, the release should say "For immediate release" at the top.

• It is not necessary to provide a headline, but if one is used it should be brief, accurate and include an action verb.

• Format is essential when working with newspapers and should be followed without fail.

• Photographs (black and white glossy, at least 5" x 7") always increase the chances that a story will be used.

How to distribute a press release

The most effective way to distribute press releases is to carry them in person to the editor or reporter. This allows for the opportunity to ask further questions. Another story may develop out of the reporter’s or editor’s interest in the subject or event. If the news is minor, or time doesn’t allow you to distribute the release in person, it may be mailed by first-class mail.

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