Press Release Writing

Types of Press Releases Publicity Press Release –Information in or about an organization that might have news value to local, regional, or national media.

Product Press Release –Specific products or product lines often sent to trade publications. Describe product and consumer use of product. –Ford EscapeFord Escape Financial Press Release –Shareholder information generally sent to financial media or financial sections of local, regional, or national media Wendy's Investor Relations Page

Prnewswire PRnewswire Businesswire Businesswire.com

Elements of Press Release Writing Newsworthy Knowledge of media contacts and their schedules/guidelines Use of journalistic style of writing and proper press release format Meet the organization’s objectives and the media’s needs/expectations.

Editor’s Criteria Who you are Headline on press release Lead Timeliness of information

Rules for Press Release Writing Follow the format for a press release Write them in journalistic style Meet the needs of the media outlet, not just your organization’s objectives Localize your press release

Rules for Content of Press Release Always have a lead – as in news story Be concise Avoid cliches Don’t use technical terms Be accurate Use quotations in 2 nd or 3 rd paragraph, NOT lead Include local angle

Content Who What When Where Why How

Leads Key to writing a good press release.

Lead from a press release distributed by the Electronic Products Producers Association: “The present condition of the software market is such that companies involved in software development should be able to capitalize on current economic trends. This means that new product development should allow the earliest investors a significant niche in the market.” This statement was made by Mr. James L. Sutton, President of Associated Products Corporation, during a speech at the Fall convention of the Electronic Products Producers Association held in Syracuse, New York.

Revised (much better) Version of Lead: A leading electronic industry executive declared today (October 21) that the computer software market is wide open to new investors.

The other information from the first lead can be used in following paragraphs: “The present condition of the software market is such that companies involved in software development should be able to capitalize on current economic trends,” said James L. Sutton, president of Associated Products Corporation. “This means that new product development should allow the earliest investors a significant niche in the market.” Sutton’s prediction of a dynamic market was made in a speech at the Fall convention of the Electronics Products Producers Association in Syracuse, New York.

One Web sites with information on writing press releases.