The following items should be included in the press release packet, whenever available:
1. Pictures & Images – all pictures and images that help the journalists and readers visualize you product. 2. Specifications Sheets / Product Brochures – Any specification sheets or promotional information.
Resources used in creating this document:
Write a Successful Press Release – American Express Small Business, http://home3.americanexpress.com/smallbusiness/resources/expanding/pressrel/index.shtml Packing a Punch with Press Releases – About.com, http://advertising.about.com/library/weekly/aa090302a.htm How to Write a Press Release, Planning Begins Before You Write – Michigan State University, http://www.msu.edu/course/aee/211/newswritinghowto.pdf
Press Release Template
For Release (Time if important) Month, Date, Year
Headline that catches attention
Sub-headline that finishes thought of headline
City — Release Date — The paragraph that answers: Who, What, Where, When Why and How. Provides concise answer to all the 5 W’s and H. After the headline, this is the most important paragraph. Be specific and clearly identify the subject of the release. Use popular customer keywords and phrases.
The rest of the press release supports the first paragraph. This paragraph begins the factual back up to any claims made in the press release. This can contain information on the capabilities of the product or service, the potential application and industries.
It is important that you are factual and honest with your statements about the product. The document should provide supporting information to back-up any claim made so you should avoid marketing “hype.” Avoid unsubstantiated claims. Provide credible back-up information with each claim.
Keep the writing style dynamic and to the point. Your release should be a page and no more than two. Be concise and to the point.
Avoid industry terminology and jargon. Write in a conversational style using conversational English.
When describing your product remember Feature, Function & Benefit. What it is, what it does and the benefit to the user. This will help the journalist communicate to their readers why they should consider your products.
About Your Company
The last information in a release is about your company and the important contacts as it relates to the product. The company information should describe your business and the industries you serve. You need to provide a contact name that the journalist can contact for more information. Include the contact phone number, fax, Email address, Web address and mail address. You can also issue your release on company letterhead to give it a professional appearance.
For more information, press only: (PR Contact Name), (Phone Number), (Email Address) For more information, for general public: (PR Contact Name), (Phone Number), (Email Address) For more information on your product: http://www.yourdomain.com/productpage
More online help on writing press releases
1 How to Write a Press Release, Michigan State University , http://www.msu.edu/course/aee/211/newswritinghowto.pdf
2 Using press releases in search engine marketing, Pandia Search Central http://www.pandia.com/features/pressrelease.html
1 2 3