1. TONY KROLL GCDF LEAD CAREER & COLLEGE TRANSITION SPECIALIST HORRY COUNTY SCHOOLS ADULT & COMMUNITY EDUCATION VICTORIA K. RIPLEY, GCDF, MA, EDM DIRECTOR, ACADEMIC CENTER FOR EXCELLENCE U.S. MERCHANT MARINE ACADEMY LT., UNITED STATES NAVY RESERVE How to Create a Press Release

2. What is a Press Release? American Heritage Dictionary:  “An announcement of an event, performance, or other newsworthy item that is issued to the press.”

3. Steps to Creating a Press Release Step 1: Gather facts Step 2: Determine focus Step 3: Keep it short and to the point Step 4: Target and send

4. Step 1: Gather Facts Make sure you gather all of the facts you need  Who  What  Where  Why  When

5. Step 2: Determine focus Determine the primary focus of the press release Make sure you stick to it!

6. Step 3: Keep it Short and to the Point Usually no more than 4-5 brief paragraphs Paragraph 1:  Announce your news, hit main points Paragraph 2:  Elaborate with additional details/information and reason/purpose  Ex. Fundraiser to benefit XYZ Company, or celebration in honor of something  Use this paragraph to SELL your event, generate interest, tease the audience, etc. (grab readers by the throat!) Paragraph 3:  Less relevant but somewhat important details (fluff)  Ex. Insert a quote from spokesperson, honoree, nominator (for an award), recipient, hosts, etc. Paragraph 4:  Background/history/details about the organization/beneficiary/host. Paragraph 5 (when needed):  Contact info such as RSVP details, ticket price, directions, hours, prizes, future events directly related to this event, etc.

7. Step 4: Target and Send Target and send your press release Usually done about two (2) weeks before the event If you need advanced ticket sales, press releases may need to go out earlier

8. Formatting a Press Release Contact info in upper right Date on left side FOR IMMEDIATE RELEASE below date Name and number of contact person Headline Body of press release At the bottom of page, center “-30-“ or “# # #” to signify end of the story/release PROOFREAD

9. Sample Press Release

10. IMPORTANT!! Headline:  Make it catchy. Or find someone if you're not creative. This is the lure that will pull readers into your story. If the release is two pages, end the first page with “- more – “ typed at the bottom center of the page. On page 2, type “2- 2-2” in the upper right corner PROOFREAD!!  And have someone else PROOFREAD. And do a spell check. And then PROOFREAD again. Got it? Do not shotgun mail this to everyone in the world. Be selective with whom you submit this for publication. Only send to appropriate media outlets.  Ex. A Christian radio station will probably not advertise your ugliest tattoo fundraiser at Hooters.

11. Sample Press Release

12. Where to Send a Press Release Develop a media list, with personal contacts when possible. Start small/local, and build to large/national or international. Include newspapers, magazines, trade journals, websites, radio, TV. Target your press release to specific media that would be interested in publishing it. Send to specific editors or reporters (e.g., managing editor, food editor, business editor, etc.) Only send one per publication; do not flood each department. Do an Internet search on industry websites, local media outlets, etc. Use media directories such as www.MediaPost.com.www.MediaPost.com

13. An Exercise to Get You Started Think about, and write, the names, addresses, emails of everyone you would send a press release to.  If you want to announce CDF training, you would send a press release to__________. (list targeted individuals/agencies here...)  If you won an award at a NCDA conference, you would send a press release to___. (list supervisors, other organizations you are a member of, local newspaper contact person is..., etc, etc)

14. Questions??? Call your local newspaper, radio or TV station. They LOVE to help. Contact a media specialist. Contact an advertising agency.