Writing the Press Release
When we talk about content, we refer to the story you are telling. Keep the following points in mind when writing your press release. Also think about the newsworthiness of the event. For example, do not just write a release on a car wash, but instead look at the news angle. Where do the proceeds from the car wash go? A newsworthy car wash may be one that the funds go to taking underprivileged kids on a leadership building camp for the first time.
What is your News?
The purpose of a press release is to inform the area of your news item. A good press release answers all of the "W" questions (who, what, when, where, and why), providing the media with useful information about your unit, service or event.
Start Strong
Your headline and first paragraph should tell the story. The rest of your press release should provide the details. You have a matter of seconds to grab your reader's attention.
Write for the Media
Many times, newspapers will pick up your press release and run it in their publication with little or not modification to what you send.
Economy of Words
Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as "added bonus" or "first time ever." If you can tell your story with fewer words, do it! Wordiness detracts from your story. Keep it concise, make each word count.
Get Permission
Companies are very protective of their reputation. Be sure that you have permission to include information from employees or affiliates of any companies or organizations.
Format ~ NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS
This is very bad form. Use mixed case. Always double space between lines in the body of press release.
Correct Grammar Usage
Always follow the rules of grammar and style. Errors in grammar and style affect your credibility. Don't forget to write, print, proofread, rewrite, and edit.
If you have any questions, please contact the Council Service Center with questions.