Press Releases

1. Press Releases Writing and Implementation

2. Elements of a Successful PR • Headline • Opening Paragraph • Body • Closing Paragraph Excerpt from Dr. Randall Hansen’s Barebones Guide (www.stetson.edu/~rhansen/prhowto.html) and www.infoscavenger.com/prtips.htm

3. 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

4. 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

5. 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

6. 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

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

8. 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.

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