Press Releases Writing and Implementation

Elements of a Successful PR Headline Opening Paragraph Body Closing Paragraph Excerpt from Dr. Randall Hansen’s Barebones Guide ( and

Tips Don’t sell –Avoid excessive use of adjectives and fancy language Make it newsworthy –Deal with the facts –Wait till you have enough substance to issue a release Keep it short –500 words – maximum length –300 words - optimal

Headline Ten words or less – grab attention of the editor Summarize information in the PR Exciting and dynamic –Think billboard (to the point) Avoid promotional sounding words Remember – editors see many press releases on any given day

Opening Paragraph Summary lead – critical Must explain five “W’s” and one “H” of story –Who, what, when, where, why, & how Summarize the press release Must contain the hook –Factual statement that is the ONE thing that gets you audience interested in reading more

Body Inverted pyramid –Most important information and quotes first –Allows editors to cut story if there are space constraints Explanation from the reader’s perspective –why it’s important to the readers –Background information, quotes of note New product – shipping date, price, points of interest

Closing Paragraph Corporate summary –Mention products/services which establish your expertise Repeat critical contact info –Name of person, phone number, address, web site URL Keep it short

Getting your PR out Make it easy for media reps to do their jobs Know your target –Only contact editors who write about your industry/topic –What type of info is published –Lead time –Correct name and title –Respect deadlines and timeframes Keep database up-to-date.

Class Work – Write your Press Release Headline Opening Paragraph Body Closing Paragraph