1. Writing a Basic Press Release
Tips and tricks

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

3. 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?

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

5. 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

6. 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

7. 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