Press Release Tips

Use press releases to communicate “newsworthy” events and announcements. The following tips are designed to help you create press releases that inform, educate, and compel news editors and the media to take notice. Press releases can also be sent to partner organizations and other stakeholders to share with their respective constituents. Releases can also be posted on your Web site to inform and educate visitors about your neighboring efforts.

When writing your press release, make sure that . . .

• You follow the format of our Press Release sample. It is a standard format that press outlets prefer.
• There is a well-defined reason for sending out the release.
• The headline is informative and interesting.
• The subhead gives more specific, but still interesting, information about your announcement.
• The most newsworthy information is in the first paragraph.
• The first paragraph provides a brief, factual summary of the story that's explained in greater detail in later paragraphs.
• The second paragraph contains a quote from your spokesperson that adds a human dimension to the press release.
• All the necessary information is included and typed in the recommended format, not to exceed one page in length.
• All quotes enhance and explain the news.
• The release doesn't contain "puff" words like "exciting," "best," etc. The information is exciting on its own, and reporters will see that.
• The release doesn't contain jargon or unexplained acronyms.
• All information is attributed to a person or to an organization. Reporters will need to know who to request interviews and to ask more information.
• A contact name and number (and an e-mail address if available) appears at the top of the page to help reporters on deadline research the story at any time.
• All words are spelled correctly; grammar is correct; and the press release is easy to read.
• The story contains visual potential, which is important for television. (optional)
• If announcing an event, send the press release out one month prior to the event.
• Send to photo desk editor, newspaper assignment editor, radio news director, TV assignment editor, and magazine editor. If you do not have specific names to use in the address line of your envelope, use the titles.
• Always follow up with a phone call to news outlets that you really want to reach and have talking points in front of you. This helps you take full advantage of the brief time you may have to pitch the story.

Read about how to write and distribute a sample media advisory.