1. The Press Release Purpose
To let members of the press know about your event
New Store, New Product, New Location, New Management, Special Promotion
Who are the members of the Press?
Television
Radio
Print (newspaper, magazine)
Web

2. How Does It Work? You write the information you want them to know
They take it and disseminate it to their customers
Example:
I send a Press Release about a new store opening to Newsday
Newsday writes a story about it
I get free publicity
Potential customers who read the paper now know about our new store

3. How Does It Work? Example:
I send a Press Release about a new store opening to ABC News
ABC sends a news team to the store and shows our product on TV
I get free publicity
Potential customers who are watching TV now know when and where our new store is opening, and they can also SEE it
TV is powerful because it is visual

4. How Does It Work? Example:
I send a Press Release about a new store opening to 1010 WINS
1010 WINS sends a news team to the store and interviews our manager on the radio
I get free publicity
Potential customers who are driving now know we are opening a new store
Radio customers also work in offices and factories, and listen to the radio for “company” during the work day

5. Parts of a Press Release
On the top of your Press Release write the words:
FOR IMMEDIATE RELEASE
This tells the reader that it is a Press Release
It also tells the reader that the information is NEW
This is important because you are sending it to a News Agency – they want NEW information

6. Parts of a Press Release
Next, enter your contact information:
CONTACT: Contact Person Company Name Voice Phone Number FAX Number Address Website URL
Now if the receiver has questions, they know who to reach and where to find additional information

7. Parts of a Press Release
Next, is your headline:
Like a newspaper headline
Gets the reader interested in the content of your Press Release
Which headline would catch your eye?
Free Coffee Every Day Oct When You Use the 7-Eleven App or
Buy Coffee At 7-Eleven

8. Parts of a Press Release
Next, is the body of your Press Release
Three paragraphs
Paragraph one describes facts about your event
Paragraph two answers the following questions:
Who, what, when, where, why and how
Include awards, perhaps a quote from an expert
Paragraph three is your summary
Let the reader know where to reach you for additional information (even though it is written on the top)
Describe the company
END
You must write this at the end of your Press Release so the reader doesn’t think there is another page

9. For Your Restaurant Write a Press Release Who will you send it to?
List 5 recipients
Who would want to hear about a new restaurant?
Think about places where restaurants would advertise
Example of a restaurant Press Release