Press Release Basics

Press Releases The “workhorse” of public relations Thousands are sent out every day (you saw my inbox a few weeks ago) Good, sharp writing, combined with smart placement are key Know what to write, know who to send it to, and write FOR that audience

What is a press release? A press release is a formatted document containing information that a public relations practitioner wishes to give to the news media and the general public.

Formatting Top

Formatting Bottom

Elements of a Release 1. Client’s metadata 2. Logo/photo 3. The words “FOR IMEMDIATE RELEASE” 4. The date of the release

Elements of a Release 5. PR person contact info 6. Headline and Subheads if necessary 7. Dateline/body 8. Quote from your client

Elements contd. 9. Boilerplate 10. End marks

Format Books say: Plain, white paper with no border 1-1.5 inch margins on all sides Sender’s/client’s info in upper left-hand corner Date in right margin Body of release begins about one-third the way down the page Title can be in caps

Writing Style Very important to put press releases in “inverted pyramid style” Need to get reader’s attention (news reporter) quickly Also, you need good, accurate quotes Where do quotes come from?

The Lead PR leads are as important as news leads. They draw in the reader/audience. Two types used: Summary lead – most common. Answers the questions. Delayed/alternative lead: Adds drama. Does not usually work for straight news releases.

Example CUPERTINO, California — October 16, 2014 — Apple today introduced iPad Air 2, the thinnest and most powerful iPad ever. Now just 6.1 mm thin and weighing less than a pound, iPad Air 2 features an improved Retina display for enhanced contrast and richer, more vibrant colors, and better cameras for taking stunning photos and videos. Available in gold, silver and space gray, the new iPad Air 2 and iPad mini 3 offer Touch ID so users can unlock their iPad with just the touch of a finger and make purchases easily and securely within apps using Apple Pay. Can you find the “answers?

Example CUPERTINO, California (where) — October 16, 2014 — Apple (who) today (when) introduced iPad Air 2(what), the thinnest and most powerful iPad ever (what). Now just 6.1 mm thin and weighing less than a pound, iPad Air 2 features an improved Retina display for enhanced contrast and richer, more vibrant colors, and better cameras for taking stunning photos and videos. (why)

Doing quotes Often, the PR person writes the quotes for their client How to place quotes? Joe Henry, president of the industrial union, said he is very happy with the new contract because it will add 100 more jobs and keep health insurance rates the same. “I like this contract because keeping our insurance rates low is extremely important, and we want to add more union jobs,” he says. Henry also wants to see the contract extended “for at least two more years” WRONG!

Doing quotes “This is a very strong contract that will allow us to add 100 good union jobs and keep our heath costs down,” said Joe Henry, President of the Industrial Union. “Keeping our out-of- pocket expenses low is a major priority for our members, and I hope we can extend this contract for at least two more years.” Clean. Re-write if necessary. “he said” in the middle.

Timing Release the item in a timely fashion. Do not release it too far in advance such that the press forgets about it, and do not release something so late that it misses a reporter’s deadline.

Dateline in Release The dateline indicates where the NEWS originates from, NOT where you are writing it This is different than a news story. In a news story, the reporter uses the dateline to coincide with their location. As a PR person, YOUR location is not relevant.