Writing a Basic Press Release Tips and tricks

Will cover Asking the important questions (before writing) Format and writing style Quotes Placement Quiz

What to ask before writing What goal is the press release trying to accomplish? Who are you trying to reach? What to you want them to do or feel?

Format “For Immediate Release” “Contact:” Your name, phone number One page (or page and a half) Never: “We are pleased to announce”

Writing style A short news story – but with a marketing-lite bent (don’t forget your questions) Headline: boils down the news into the fewest number of words News lede: ”Who/what/when/where” in first paragraph Short, declarative sentences Keep an ear out for questions the reader would have as release goes along Answer them in a logical order For instant expertise ... the interweb

Creating quotes What’s great about the news you’re announcing? Express as a personal opinion – in about two sentences Attribute to the logical person Be enthusiastic but not over the top Unavoidable that someone will be “pleased,” “thrilled” or “delighted,” but don’t lead with that

Placing press releases Who is your audience? If an internal one, or of limited interest externally, best bet is your own website or Ucomm’s If truly external … a compelling and/or famous speaker, an important award or accolade, a top leadership hire … send to us and we’ll distribute to state media list. Pick-up not guaranteed, but some good bets Vtdigger publishes most press releases; vermont biz publishes many Many other outlets may not publish, but could follow up with the contact on the release